Copenhagen's Food Waste Crusader, Matt Homewood, Discusses His Fight Against Food Waste
In the heart of Copenhagen, Matt Homewood, alias Insta's Urban Harvester, isn't shy about diving headfirst into dumpsters. His mission? To expose the hidden truth about the mountains of edible food that supermarkets toss daily.
Sick of the status quo, Matt exposes the unsavory practices of supermarkets by showcasing the abundance of food they discard every day. From 157 packets of bacon to 300 liters of milk and even 1,000 Euros worth of cheese, the treasure trove is astounding.
But what lies behind the waste? A multitude of factors plague supermarkets, including excessive stock management and stringent appearance requirements for fruits and vegetables. And it's not just in Copenhagen that this problem persists - it's a widespread issue across the EU, with nearly 20% of food produced annually going to waste. The impact on the environment, the economy, and global food security is undeniable - and it's time to do something about it.
Matt believes the problem is systemic, with supermarkets making a profit from food waste and shifting the blame towards consumers and farmers. He explains, "Consumers are throwing away their hard-earned cash when they waste food, while supermarkets, thanks to their national business models, are actually cashing in."
To Matt, the issue boils down to a matter of definitions. Waste, he argues, is too narrowly defined as something that occurs between the farm and the supermarket, excluding waste generated by retailers and consumers. This misguided categorization obscures the outsized role supermarkets play in the food waste equation.
Despite being a longtime environmental warrior, it wasn't until a cycling trip to the US that Matt's eyes were truly opened to the staggering amounts of food waste that supermarkets generate daily. Upon relocating to Denmark, he discovered a similar situation in the so-called "world's greenest city."
Initially unsure of how to get his message out, Matt chose a unique approach combining activism and art. Under the cover of anonymity at first, he slowly built a following, eventually coming out from the shadows to become a powerful voice for change. Over time, his powerful images have reached international audiences and earned him recognition, including an invite to speak at COP26 and receiving the UN Sustainable Development Goals prize in 2021.
The road ahead is long, and change will require a fundamental overhaul of our antiquated food system. Matt's hope lies in showcasing viable alternatives and driving consumers to question their role in the system. As he puts it, "Food is at the heart of everything, and food is going to solve - or not solve - our planetary problems."
By raising awareness and advocating for change, trailblazers like Matt Homewood are paving the way for a future where waste is minimized, and our planet - and its inhabitants - are better nourished.
- Matt's investigations reveal that the health-and-wellness aspect of Copenhagen includes a hidden issue, as supermarkets discard vast amounts of edible food each day.
- As the environmental-science advocate, Matt argues that the definition of waste needs to be expanded to include waste generated by retailers and consumers, highlighting the significant role supermarkets play in food waste.
- In the realm of lifestyle and personal-growth, Matt hopes that his activism will inspire others to question their role in the food system and promote sustainable actions to reduce waste and improve environmental conditions.
- Through his artful activism, Matt has made a mark in the world of business as a thought leader, securing invitations to speak at significant events like COP26 and receiving prestigious awards, such as the UN Sustainable Development Goals prize.
- Matt's pursuit of change in the food-and-drink sector extends beyond Copenhagen, as he advocates for global initiatives to combat climate change by addressing the substantial amount of wasted food, thus contributing positively to education-and-self-development and the well-being of all.
