Denmark is showing the world just how much food we waste, and shamefully it is easily preventable. An amazing woman named Selina Juul is the mastermind of this revolution, and she knows how to apply leverage to get what she wants.
In the last 5 years, Denmark has cut their wasted food by 25%, and this woman is the force behind the movement.
Ms. Juul isn’t originally a Dane, but that didn’t stop her from being awarded the honor of “Dane of The Year” in 2014. She arrived in Denmark when she was only 13 years old, and came from a difficult situation in Russia.
When she began to realize how much food was being wasted in Denmark, she decided to make a difference. That dedication has created an organization called “Stop Spild Af Mad”, which means, “Why The Hell Are You Throwing Food Away?”.
It really means “Stop Wasting Food”, and the group that this brilliant woman founded has made a major difference in how people see food waste. What is perhaps the most surprising is how she was able to raise awareness, and use clever marketing to make a big difference.
“I come from a country where there were food shortages, we had the collapse of infrastructure, communism collapsed, we were not sure we could get food on the table”, commented Ms. Juul in a recent interview with the BBC, adding, “Food waste is the lack of respect for our nature, for our society, for the people who produce the food, for the animals, and the lack of respect for our time and your money,”
Selina Juul took this fire and went to the biggest markets in the country. She showed them how to stop throwing away perfectly good food, and make sure people know how much they are wasting.
“She was this crazy Russian woman that walked in the door, with a crazy idea about stop wasting food and she has come really far since,” Commented Maria Noel to the BBC. She works for Dagrofa, a Danish retail company, and went on to say that, “She [Selina Juul] basically changed the entire mentality in Danemark,”
Clearly Ms. Juul is a force to be reckoned with. I suspect that we are just beginning to see some big changes that she is going to bring about.