A Beautiful Misunderstanding – 7c Kitchen


The case discusses the status and treatment of food loss and waste in Taiwan. It highlights the founding and operational details of 7C Kitchen, an organization that collects inglorious fruits and vegetables (ugly F&V) from the local market and prepares them into simple meals and ready-to-eat packages for sale to consumers. The operation of 7C Kitchen, adds value to ugly F&V which would otherwise be discarded, thereby reducing food waste. However, in the course of operation, 7C Kitchen encountered issues of pricing and customer acceptance of ugly F&V, both of which are raised for discussion.

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