Flashfood and Farm Boy announce the mobile app’s integration at three London locations

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There’s a fresh way to shop fast and frugally in London. Farm Boy and Flashfood executives met at the supermarket chain’s West London location to announce the app’s integration in all three London stores on Tuesday.

The Toronto-based Flashfood, which ran its app as a pilot-project at Farm Boy in Masonville in October, now offers discount food purchasing capabilities for food that would otherwise be thrown away.

“The London community has been completely instrumental in leading the way with this issue,” said Josh Domingues, founder and CEO of Flashfood. “Food waste is a huge problem. In France grocery stores are not allowed to throw out food. We don’t have that in Canada yet but we’ve basically built the platform to give the community the ability to prove that we won’t allow this problem to keep happening.”

“We certainly love the idea of not throwing out food that’s still good,” said Ryan Brazier, vice-president of Farm Boy in south west Ontario.

The Flashfood app, available on the App Store and Google Play, allows Farm Boy to post products deemed damaged, such as a carton of eggs with one broken, or close to expiry at a reduced price – typically 40-50 per cent below the original price point of the food. A customer can purchase the food in the app, which they link their credit card to, and then pick up from the Flashfood section in the store and check out with the rest of their groceries.

According to Domingues, Flashfood has been able to sell about half the food posted in the app; a total of 3,100 meals so far that otherwise would have ended up in a landfill.

Domingues said he hopes the app can go Canada-wide within the year and hopes to expand to the United States sometime in 2018.

“We want to use London as an example to take this across the country,” said Domingues.

At the rate its going, don’t be surprised to se Flashfood pop up in Farm Boy’s outside of London.

“Now that we’ve done it in all three London stores, if it continues to grow the way that it has been then we would look at considering it in other markets,” said Brazier, of Flashfood potentially moving into the three other Farm Boy locations that he oversees.



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