Making new bread from bread is an ancient traditional baking principle that Jumbo and its bread bakers breathe new life into. Daily fresh prepackaged white and wholemeal bread that comes back from the shops is crumbled, water and sourdough culture are added, after which it develops into a dough in special kettles. This is used as an ingredient for the ‘Brood van Brood’ cutting breads. “At Jumbo we are proud of the introduction of ‘Brood van Brood’,” says Olaf de Boer, Commercial Director. “Not only because it is a beautiful, traditional product with a very rich taste, but also because it is in line with our goal of further reducing food waste. In addition to our smart ordering process, with which we can make forecasts about quantities to be sold based on cash register data, we want to further tackle the waste of bread with ‘Brood van Brood’. If our customers embrace this, we will expand this baking principle to more types of bread. ”
“It is great that Jumbo is putting the concept of ‘Bread of Bread’ on the market and in this way prevents waste of bread. I sincerely hope that this method of baking bread will become the standard in the future.”
Toine Timmermans of the Together Against Food Waste Foundation is enthusiastic about the concept: “Bread is one of the most wasted products, both on the shop floor and at consumers’ homes. It is great that Jumbo is putting the concept of ‘Brood van Brood’ on the market and in this way prevents the waste of bread. I sincerely hope that this way of baking bread will become the standard in the future. In addition, it is of course important to avoid return bread as much as possible. ”
Help customers waste less
Food waste to a large extent also takes place at the consumer’s home, which is why Jumbo has been helping its customers waste less through tips and inspiration for years. Jumbo is also committed to the Waste-Free Week this year and calls on customers to do the same. De Boer: “Ultimately, we have a joint responsibility to consume food as much as possible and not throw it away. We are happy to help our customers with that. Ultimately, that is good for the environment and the wallets of our customers. We call on everyone to pay extra attention to this during the Wasteless Week. ”
Waste-free week
During the Waste-Free Week from 1 to 7 September, an initiative of the Together Against Food Waste Foundation, Jumbo will put the new bread in the spotlights. In addition, Jumbo offers inspiration and recipes in the store and outside this week. In addition, customers can go to the Samen less Verspillen shelf, which was successfully launched in 2019, in more than 580 stores, for products such as meat, fish, fresh juices and cooled fruit of today at a reduced rate. The meal packages, precisely tailored to the number of servings and ideal to prevent waste, are also available this week at a discount. In addition, Jumbo helps its customers with recipes based on leftovers via social media and online channels. For more inspiration and tips, visit jumbo.com/verspillingsvrijeweek
Practical information
Jumbo is introducing ‘Brood van Brood’ during the Wasteless Week. The new cut White and cut Whole wheat are sold prepackaged in units of 800 grams (whole bread) for € 1.50 each. Read more at jumbo.com/broodvanbrood
