"We are witnessing a bit of a seismic change in attitudes in consumers who are purchasing food," said Julian Burnett, vice president for the distribution sector at IBM UK & Ireland. "There's more awareness than ever before about the provenance of food and sustainable practices," he added. Tech giant IBM recently conducted an online survey of 6,000 consumers in Britain, Spain and Italy, which showed a majority in the two southern European countries would be willing to pay more and shop at places that support a greener food system.

The exercise was prompted by the growing demand faced by IBM's retail clients to produce food sustainably - concerns that are likely to increase in the future, said Burnett. "We have the same feeling," said Fausto Iori, CEO of NaturaSi, an Italian organic supermarket chain with about 500 stores countrywide, noting customers have responded positively to the company's efforts to cut waste.

Three months ago, NaturaSi started putting products nearing their expiry date on Too Good To Go, an app available in 15 countries. "We sold 10,000 boxes (equivalent to 10 tonnes) of food through the app," he said.

NaturaSi was also the first Italian supermarket to install water dispensers - blue, vending machine-like boxes with a touch screen - to shift customers away from plastic bottles, he said. Italians consume 206 litres of bottled water per year, the second highest in the world after Mexico, according to Italian environmental non-profit Legambiente.

Copyright Reuters, 2020