Xénia Ashby & Ilana Devillers share their views on the disaster that is food waste and their solution oriented Startup. Interview:

 

Where does your idea come from?

 

During our studies, we came to the conclusion that keeping a restricted budget and eating healthy can be problematic. Moreover, our generation is highly concerned about the future of our planet. We did our research and we were shocked about how much food was wasted each year on a human level.  As we dug deeper, we found out that a certain portion of that waste was still consumable. There is a huge gap between the food wasted and the lack of ability to afford healthy nutrition. We would like to create a new trend, by pushing the customer to buy consciously and to have a positive impact on our planet. We thought to ourselves that THIS is the time to bring a solution to a worldwide issue. Here it is, F4A, a Startup giving a second chance to products that are aimed to be thrown away.
 

 

What is your current situation?

 

F4A S.à r.l-S is a Startup currently in development in the Grand Duchy of Luxembourg, and we are talking to some big players in the market. Our vision is to create a win-win situation in a field that is marked by the lack of space for competition. We innovate to satisfy the customer’s needs and to bring a new (or forgotten?) customer segment in a monotone industry. Not only do we give a second chance to those products, we also offer our customers daily recipes inspired from F4A’s stocks.   

 

How do you see the company evolving?

 

Why Luxembourg? In the environmental field, Luxembourg would like to see itself at the top. We thought it would be the perfect opportunity to tackle the food waste at a national level. We will always be open to new geographical partnerships as this is a global problem. In a future step, and knowing that we will have the power to distribute primary supplies to people in need, we will design eco-friendly vending machines, enabling them to have access to our services. We have a worldwide vision for F4A as we want to be the leaders of our generation on this matter.