Too Good To Go, the food-loss-reduction app from Denmark, was introduced on March 26, 2026, at stores of Super Value (operated by OIC Group), its first adoption by a domestic supermarket chain. Service starts first at two stores in Tokyo \u2014 Super Value Suginami Takaido and Todoroki \u2014 offering \"surprise bags\" of prepared dishes at risk of disposal for up to 50% off the list price. Japan's business-sector food loss is said to be about 2.31 million tons per year, and this marks a concrete move toward reducing prepared-dish disposal at supermarkets.<\/p>\n\n
Too Good To Go is an app operated by a food-tech company founded in Denmark in 2015; it is now deployed in 21 countries with more than 120 million registered users. The mechanism is simple. Restaurants, supermarkets, bakeries, and the like register on the app \"products likely to go unsold by the end of the day,\" and users reserve them in advance at about one-third to one-half of the list price and pick them up.<\/p>\n
In Japan, introduction began from Tokyo in 2022 and has spread to restaurants, hotels, convenience stores, and more. However, adoption by a supermarket chain is a domestic first with this Super Value case.<\/p>\n\n
In the Super Value rollout, they use a format that sells on the app a \"surprise bag\" packed with prepared dishes at risk of disposal.<\/p>\n
The \"surprise\" element creates experiential value in which users obtain ingredients in a game-like way, while at the same time efficiently clearing products left on the sales floor \u2014 a dual effect. In Too Good To Go's international rollout, too, this surprise element is said to contribute to improving user repeat rates.<\/p>\n\n
According to announcements by the Ministry of Agriculture, Forestry and Fisheries and the Ministry of the Environment, Japan's food loss in fiscal 2022 was about 5.23 million tons. Of this, emissions from the business sector (manufacturing, distribution, retail, and food service) came to about 2.31 million tons. Supermarket prepared dishes are manufactured and displayed in large quantities to match the day's sales forecast, but if they go unsold just before closing, they must in principle be discarded.<\/p>\n
The Consumer Affairs Agencybegan operating a food-bank certification system on April 1, 2026<\/a>, advancing loss reduction through improved trust in food donation. With this kind of institutional development and private services using apps as in this case working as two wheels, Japan's food-loss countermeasures are entering a new phase.<\/p>\n\n Super Value is a food-supermarket chain operated by OIC Group centered on the Tokyo metropolitan area, known for its rich lineup of fresh foods and prepared dishes. This demonstration starts at two Tokyo stores, but if results come in, expansion to other stores is likely also in view.<\/p>\n In the field of food upcycling, business models aiming for zero waste are emerging in various places, such asupvege, which powders off-grade vegetables<\/a>as a powder ingredient, for ichimi, shichimi, and making original seasonings, seeand \"Tomaru Oyasai,\" in which JA Kumamoto Keizairen regenerates imperfect vegetables into washi paper lights<\/a>.<\/p>\n\n What is worth noting in the context of food-loss reduction is the combination with drying technology. By drying and powdering off-grade vegetables and surplus produce, they can be converted into long-storable ingredients. Drying surplus materials arising in supermarket prepared-dish sections, or vegetables in growing regions that cannot be shipped, can be a powerful means of achieving food-loss reduction and stable raw-material supply at the same time.<\/p>\n\n The partnership between Too Good To Go and Super Value is a concrete first step in reducing food waste in Japan's supermarket industry. As a domestic first it draws high attention, and going forward, spillover to other supermarket chains is expected. Food-loss reduction has entered an era of advancing through a trinity of institutions, technology, and platforms, becoming an unavoidable theme for every company that handles food.<\/p>\n\n Source<\/strong> \u30c7\u30f3\u30de\u30fc\u30af\u767a\u306e\u30d5\u30fc\u30c9\u30ed\u30b9\u524a\u6e1b\u30a2\u30d7\u30ea\u300cToo Good To Go\u300d\u304c\u30012026\u5e743\u670826\u65e5\u306b\u56fd\u5185\u30b9\u30fc\u30d1\u30fc\u30de\u30fc\u30b1 […]<\/p>\n","protected":false},"author":1,"featured_media":0,"template":"","format":"standard","meta":{"_acf_changed":false,"swell_btn_cv_data":"","ssp_meta_description":"\u30c7\u30f3\u30de\u30fc\u30af\u767a\u306e\u30d5\u30fc\u30c9\u30ed\u30b9\u524a\u6e1b\u30a2\u30d7\u30ea\u300cToo Good To Go\u300d\u304c\u30012026\u5e743\u670826\u65e5\u306b\u56fd\u5185\u30b9\u30fc\u30d1\u30fc\u30de\u30fc\u30b1\u30c3\u30c8\u30c1\u30a7\u30fc\u30f3\u3068\u3057\u3066\u521d\u3081\u3066\u30b9\u30fc\u30d1\u30fc\u30d0\u30ea\u30e5\u30fc\uff08OIC Group\u904b\u55b6\uff09\u306e\u5e97\u8217\u306b\u5c0e\u5165\u3055\u308c\u305f\u3002","ssp_meta_keyword":"Too,Good,To,Go"},"categories":[1,49,44,96],"tags":[30,29,82],"class_list":["post-2226","industry_news","type-industry_news","status-publish","format-standard","hentry","category-column","category-food-loss-reduction","category-industry-news-cat","category-imperfect-produce","tag-sdgs","tag-food-loss","tag-food-waste"],"acf":[],"_links":{"self":[{"href":"https:\/\/agriture.jp\/en\/wp-json\/wp\/v2\/industry_news\/2226","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/agriture.jp\/en\/wp-json\/wp\/v2\/industry_news"}],"about":[{"href":"https:\/\/agriture.jp\/en\/wp-json\/wp\/v2\/types\/industry_news"}],"author":[{"embeddable":true,"href":"https:\/\/agriture.jp\/en\/wp-json\/wp\/v2\/users\/1"}],"wp:attachment":[{"href":"https:\/\/agriture.jp\/en\/wp-json\/wp\/v2\/media?parent=2226"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/agriture.jp\/en\/wp-json\/wp\/v2\/categories?post=2226"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/agriture.jp\/en\/wp-json\/wp\/v2\/tags?post=2226"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Why Super Value was chosen \u2014 a food supermarket rooted in the Tokyo metropolitan area<\/h2>\n
The connection to dried vegetables \u2014 the potential to turn surplus produce into a stable-supply material<\/h2>\n
Summary<\/h2>\n
\n
\n\u30fbSuper Value launches \"Too Good To Go\" at two Tokyo stores (Ryutsu News)<\/a>
\n\u30fbToo Good To Go \u00d7 Super Value adoption press release (PR TIMES)<\/a><\/p>","protected":false},"excerpt":{"rendered":"