Lin Yuchen, Cheng Yixuan Cheng.SISU@outlook.com DIGITAL technologies are offering innovative solutions to many problems in our daily life. When it comes to the pressing issue of food waste, they are also emerging as a game-changer. Since March, bakeries in Shenzhen have embraced a novel approach to tackle surplus food items, which offers consumers an opportunity to enjoy high-quality baked food at significantly reduced prices. On a miniprogram called “惜食魔法袋 (Xishi Magic Bag),” users can reserve and purchase magic bags containing quality surplus food that is not sold on the same day from bakeries for prices at an average of 60% discount, thus saving food that would have otherwise been wasted. For example, a bread set containing a bread and a pudding, originally valued at around 30 yuan (US$4.18) in an offline store, is available for 11.9 yuan on the miniprogram. The users then can collect their orders at the bakery nearest to their locations during designated time slots, usually from 9 p.m. to 11 p.m. Reducing food waste The term “Xishi” translates to “cherish food” in Chinese, encapsulating the core philosophy of the developer of the miniprogram, said to be the first of its kind in China. Sun Guomin, an executive of the miniprogram, explains that their mission is to promote a culture of food appreciation and work toward a waste-free society. According to the U.N., approximately one-third of the world’s food production for human consumption is lost or wasted, accounting for about 1.3 billion metric tons per year, worth approximately US$1 trillion. “We want to encourage both businesses and users to reduce waste and carbon emissions by valuing food, aiming to achieve sustainable development goals,” he said. Since its launch in Changsha, capital of Hunan Province, in 2021, Xishi has expanded its presence to 40 cities and established partnerships with over 300 renowned pastry brands. To date, it has helped save over 2,600 metric tons of food, equivalent to reducing 6,500 metric tons of carbon dioxide emissions on average daily, according to Sun. The miniprogram was launched in Shenzhen last year, attracting over 100 bakeries to join. Responsible consumption Sun acknowledges that one of Xishi’s greatest challenges lies in educating both users and partners. However, he commends Shenzhen for its unwavering commitment to promoting green practices, not only in terms of public awareness but also through tangible actions. “Among all the cities where Xishi operates, Shenzhen is putting the greatest emphasis on environmental protection,” Sun said, adding that authorities in Shenzhen have not only offered Xishi support, encouragement and guidance, but also actively championed environmental conservation. Additionally, Shenzhen has nurtured a population with a profound sense of social responsibility. “Random interviews conducted by Shenzhen TV have revealed a strong alignment between Xishi supporters and our mission to protect food resources,” Sun said. Joint efforts Building partnerships with food companies requires diligent communication efforts, especially given Xishi’s nonprofit nature, according to Sun. Convincing top decision-makers to participate in food-saving initiatives can be challenging, but such collaborations “have the potential to influence a brand’s attitude, social responsibility and corporate culture,” Sun said. A representative from a bakery chain based in Futian District said that before teaming up with Xishi, surplus bread often went to waste if no one purchased it. The woman, who preferred to remain anonymous, expressed frustration not just with the lack of economic returns, but also with the wasted food itself. When Xishi approached them and introduced their platform, the bakery saw it as an opportunity to cover production costs while supporting a commendable initiative. She disclosed that more than 40 of their 60 retail stores in Shenzhen are using the miniprogram. “We have received overwhelmingly positive feedback and responses from customers, both online and offline,” she said. A woman surnamed Wei, a loyal user of the “Xishi Magic Bag,” said the quality of the food she had bought on the miniprogram was excellent. “I’m a fan of ‘blind boxes,’ so I really enjoy the surprise of opening the bag,” Wei said, adding that she will recommend it to her friends in the hope that the concept of cherishing food will spread to more consumers. | 