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'Too Good To Go' will save surplus food from sports events in The Triangle Region

Udgivet af:
Camilla Hostrup Steenholt
16. September 2021

The Danish food waste actor 'Too Good To Go' is expanding its efforts to save surplus food to a completely new area with great potential: major sporting and audience events. And they start in The Triangle Region, as Too Good To Go has entered into a strategic collaboration with The Triangle Region Denmark.

Too Good To Go's food waste concept for sports events will premiere at Grejsdalsløbet and the new Grupetto Festival in Vejle from 17-19. September 2021.

Grejsdalsløbet will thus be the first sporting event in Denmark and - as far as is known - in the world, where there will potentially be 0% food waste.

More specifically, Grejsdalsløbet and their food supplier, Patrick F, will put the surplus meals that have not been sold at the event, for sale via Too Good To Go's food waste app.

The meals can be purchased for a third of the price and must be picked up at a pop-up delivery point in Spinderihallerne in Vejle on Sunday 19 September in the evening.

In addition, there will be live cooking and the opportunity to get a digital cookbook with a focus on surplus food.

Huge potential to save meals

Morten Jensen, Head of Marketing and Partnerships at Too Good To Go, has high expectations for the new focus area:

- We have the ambition that Too Good To Go must be present wherever food waste occurs. And of course, there is a risk of that when many people meet in the same place at the same time - for example at major sports events. There are potentially many meals that risk being wasted, and we would like to help save those meals from being thrown out, says Morten Jensen.

The people behind Grejsdalsløbet are also enthusiastic about the new, sustainable initiative:

- Grejsdalsløbet wants to be a bike race that is constantly evolving and helping to set new standards. Taking care of nature is a matter of course for Grejsdalsløbet and our many participants. This year, we are particularly proud to have sustainability on the agenda, as we have started a collaboration with Too Good To Go and The Triangle Region so that together we can avoid food waste. Thus, our many participants can be proud to take another important step towards greater sustainability, says Henrik Norup, race manager for Grejsdalsløbet.

Offers for all sports events in The Triangle Region

The plan is to roll out Too Good To Go's food waste concept for sports events to as many sports events as possible. And here all organizers of sports events in The Triangle Region get an advantage.

Too Good To Go has entered into a strategic collaboration with the Sports Event Secretary of The Triangle Region, which represents the seven municipalities in the area: Kolding, Vejle, Fredericia, Middelfart, Vejen, Billund and Haderslev.

The strategic collaboration means that Too Good To Go's food waste concept will in future be offered to all major sports events in The Triangle Region.

- We have chosen The Triangle Region as the first place in the world to roll out our food waste concept for sports events because The Triangle Region is an enterprising area that has attracted a lot of big and exciting sports events and finals in the coming years. In addition, The Triangle Region gives us a good entrance to 430,000 citizens, whom we would like to activate in the fight against food waste, says head of marketing and partnerships at Too Good To Go, Morten Jensen.

The choice of The Triangle Region pleases the chairman of The Triangle Region Denmark, Jens Ejner Christensen, who is also mayor of Vejle Municipality.

- A strong collaboration to combat food waste with a good partner like Too Good To Go is a pure win-win situation. Both for the climate, but also for The Triangle Region. It makes us even stronger in the competition to attract new, national and international championships. At the same time, it adds an extra dimension to the many large sports events that are already in the pipeline in The Triangle Region in the coming years, says Jens Ejner Christensen, who is pleased that Grejsdalsløbet is leading the way.


In addition to Grejsdalsløbet, Too Good To Go and The Triangle Region Danmark, the following organizations are included in the collaboration: VisitVejle, Vejle Municipality, Destination Triangle Region, Madværket, DIF Innovation Lab