In Canada, almost half of the food we waste occurs at a household level. To address this, Too Good To Go, a social impact company behind the world’s largest marketplace for surplus food, launched of a new-to-Canada initiative, called Look-Smell-Taste.
According to Too Good To Go research, 92 per cent of Canadians check best-before dates on foods before consuming them. Not consumed before the date is the second most frequent reason people throw away food at home. Forty per cent of Canadians toss past-dated items at least once per week, even though 50 per cent don’t understand what a best-before date means and how it differs from an expiration date.
Reducing food waste is the number one action you can take to help tackle climate change. The UN Food Waste Index Report 2024 revealed that at least one billion meals are wasted by households globally, every single day.
It is the responsibility of a food business to ensure that the food provided to customers is safe to consume. Different types of date markings on packages are used depending on the product are: –

Best-Before Date. States when the durable life period of the food ends. According to the Canadian Food Inspection Agency, durable life means the anticipated amount of time that an unopened food product, when stored under appropriate conditions, will retain its freshness, taste, nutritional value, or any other qualities claimed by the manufacturer. Failure to adhere to the guidelines for handling and storing a particular product will affect its quality by the best-before date. Remember that the best-before date no longer applies if a package is opened.

Packaging Date. Displayed on retail-packaged foods with a durable life period of 90 days or less. The packaging date must be displayed in combination with the durable life period. The durable life period can either be a best-before date or the number of days that the product will retain its freshness. The purpose of the packaging date, in combination with the durable life information, is to inform the user of how long the unopened product will retain freshness.

Expiry Date. This is not the same as a best before date. These dates are required on certain foods that have specific nutritional compositions that could falter after the determined expiration date. In other words, after the expiration date has passed, the food may not have the nutrient content as described on the label. Expiry dates are required for formulated liquid diets, foods sold by a pharmacist, meal replacements, nutritional supplements and infant formula.
There exists a popular misconception that the best before date signify expiry. You can buy and eat foods after the best before date has passed. It may have lost some of its freshness, flavour and nutritional value, and its texture may have changed. Best before dates are not indicators of food safety. They apply to unopened products only. Once opened, the shelf life of a food may change.
Too Good To Go, since its launch in 2016 in Denmark, has helped to save over 330 million meals from going to waste, the equivalent to avoiding 891,000 tonnes of CO2, 267 billion litres of unnecessary water use and 924 million m2 of land use per year. With 95 million registered users and 160,000 active partners across 18 countries across Europe and North America, Too Good To Go operates the world’s largest marketplace for surplus food.
The Look-Smell-Taste label, an initiative by Too Good to Go, will be on the packaging of 15 different food brands found at the Canadian grocery stores to remind consumers they may still be able to enjoy their products past the best before date. Cracker Barrel, Epic Tofu, Greenhouse, Kopi Thyme and Ristorante are among the brands slated to begin brandishing the Look-Smell-Taste label.
For generations, people trusted their senses – mostly look, smell and taste – to tell if food was good to eat or not. Some food items containing seeds, nuts, vegetable oils turn rancid and tastes and smells differently. This rancidity is due to oxidation of fat. Oxygen in the air attacks fat molecules and causes a series of chemical reactions that lead to the formation of new and decidedly smelly molecules. These reactions occur even more quickly in the presence of light and heat. The new molecules that form as oxidation occurs may lead to digestive issues. Rancid foods are also less nutritious because oxidation destroys the good fats and some of the vitamin content.
Our sense of smell in responsible for about 80% of what we taste. Without our sense of smell, our sense of taste is limited to only five distinct sensations: sweet, salty, sour, bitter and the newly discovered “umami” or savory sensation. All other flavours that we experience come from smell. This is why, when our nose is blocked, as by a cold, most foods seem bland or tasteless. Also, our sense of smell becomes stronger when we are hungry.
Researchers have found that when volunteers wore nose plugs, their sense of taste was less accurate and less intense than when they tasted the food without the nose plugs. Smell did appear to make a difference. However, nose plugs did not completely block all ability to taste. Because the nose and throat essentially share the same airway, chewing some foods allows aromas to get the nose through the back of the mouth even when the nostrils are closed.


























