1. Long Ingredient Lists in Plant-Based Protein Products

Problem: The ingredient lists of plant-based protein products often contain many different components. For example, a plant-based milk alternative may have added calcium and vitamin D as separate ingredients, or a meat alternative may contain plant-based protein. A long ingredient list gives consumers the impression that the product is unhealthy and overly processed.

Expectation: A solution that quickly explains to consumers the nature of the components and/or their necessity in the food composition.

2. Dietary habits of the population

Problem: Population nutrition surveys are conducted in Estonia approximately every 10 years. As a result, there is a lack of adequate information on the overall nutrition of the population over shorter periods.

Expectation: A solution to continuously collect information about the dietary habits of the population, which in turn would help the government and the food industry to respond more quickly to changes in consumers behavior.

3. Food Waste in Restaurants and Supermarkets

Problem: A large amount of food waste is generated in restaurants and supermarkets. This waste contains food from various categories mixed together. In Estonia, restaurants generate approximately 11,000 tons of food waste annually, and supermarkets generate around 20,000 tons annually. The largest proportion comes from fruits and vegetables, but these are mixed with bakery products, meat, dairy products, and processed foods.

Expectation: Find ways to valorize mixed food waste beyond composting and animal feed.

4. Reuse of food residues 

Problem: Estonian food industries generate an average of 32,000 tons of food residues per year, which are still edible. Currently, a large amount of by-products from food production end up as waste, which constitutes both food waste and a cost to the industry.

Expectation: Find ways to valorize specific food production residues for human consumption. This would allow the reuse of large amounts of valuable raw materials.

5. Consumer Misunderstanding of “Best Before” and “Use By” Dates

Problem: Consumers still do not correctly understand the difference between “best before” and “use by” dates, resulting in a large amount of edible food being wasted.

Expectation:

• A solution for consumers that clarifies the difference between “best before” and “valid until” dates.
• A solution that encourages consumers to use “best before” expired products (food rescue).

6. Low Consumer Awareness of Food Nutritional Value

Problem: Consumers have low awareness of the nutritional value of food and food products.

Expectation: A solution that easily raises consumers’ awareness of the nutritional value of food.

7. Lack of Diversity in Estonian Household Diets

Problem: The average Estonian household mainly uses only 7 different recipes at home. The Estonian diet lacks diversity, with too few fruits and vegetables in meals.

Expectation: A solution that encourages people to diversify their diet according to national dietary and exercise recommendations.