Through food rescue and serving delicious meals, we raise awareness, change behavior and push towards better policy regarding food waste.
I confirm that I am fully aware of the eligibility criteria, and based on its description, I am eligible to apply to the CSV Prize 2017.
Robin Food NGO
Growth (the pilot has already launched and is starting to expand)
Annual budget in 2017 (USD)
Number of beneficiaries impacted so far
Nonprofit, NGO, or citizen sector
Headquarters location: Country
Headquarters location: City
Location(s) of impact
Israel: Haifa, Tel Aviv-Yafo, Herzelia, Rehovot, and anywhere we go. We plan to reach communities countrywide and even further internationally.
photo albums: https://www.facebook.com/pg/robinfood.il/photos/?tab=albums
Problem: What problem is this initiative trying to address?
We target food waste, through consumers and community. In Israel, 18B₪ in food is wasted every year, ⅓ wasted at the consumer level. We see reforming systems as rooted in changes of consciousness and behavior by families, children and young people. We provide food education through an immersive and approachable experience to all, from which individuals or groups can change their behavior, and also spark a people’s movement to push change at the level of decision-makers in industry and government.
Solution Summary: What is the proposed solution? What do you see as its most promising aspects for creating shared value?
We are creating a unique platform for engaging the public in sustainability by promoting activities to combat food waste, through: 1) Rescuing food that would otherwise go to waste, from farms, shops and markets. 2) With chefs and volunteers, cooking meals for the public. People can choose to pay for their meal according to desire and ability.
The experience is direct (tasting the waste) and positive (tasty, fun, good atmosphere), and through this act we open the door for families, children, students etc to engage in waste, sustainability and consumerism.
We plan to open cafes countrywide based on these principles. We give the public tools to reduce their personal waste (and save money) and to create a vibrant movement urging decision-makers to push for change. After all, who is in favor of wasting food?
Solutions to food waste exist, and are applied differently all over the world - but in order for these to be implemented, people have to CARE! And it all starts with a tasty meal.
Impact: What is the impact of the work to date? Specify both the social and the environmental impact of your work
Many tell us that the RF experience isn't only fun and tasty, but also made them rethink how they handle food in their lives, and how they are passing the idea on to peers and family. Some told us they now treat expiration dates differently, shop wiser, store their food smarter, and end up saving money. People who can’t afford a good healthy meal now have access, and can contribute with their time or skills instead of caseh. They also can reintegrate into the community with our open space. The plan is to reach out to the public through a chain of cafes, and also offer services far and wide, for conferences, celebrations, school activities, and anywhere people want good food, with education as a “side-effect”. The model is designed to be scalable and to fit into any community according to its needs.
Quantitative: So far - People fed: 3,000+, people directly exposed: 5,000+, KG Rescued: 3,000+. Next year’s plan - People fed: 40,000+, people directly exposed: 50,000+, KG Rescued: 120,000
Financial sustainability plan: How is this initiative financially supported? How will you ensure its financial sustainability long-term?
To ensure sustainability, we derive the core of our income from the products and services we offer to the public, including food/drinks at the cafe, products we produce, as well as catering, workshops, lectures etc. Our products and services are constantly developing, as a response to what people express are their needs as individuals or organizations. These include cooking contests, talks, catering for events (festival, wedding, conferences etc), which we offer at competitive prices. We will develop products with our surplus, such as jams/sauces to sell at our venues and outside events, and we’ll create merchandise. In the future we’ll offer “seals of approval” to waste-reducing businesses.
Individual donations or gifts 15% Grants 5% Corporate contributions 5% Earned income 70% Other 5%.
Unique value proposition: What makes your initiative innovative? How does your project differ from other organizations working in the same field?
We will offer a home, open daily, for all to experience food waste, through even a cup of coffee, which many consume regularly, and with us can receive something “beyond”.
People can discover us through a concert, workshop, lecture, an event we cater for, etc.
There are varied opportunities through which to connect, onsite and off.
Through this platform with an added value, we invite “innocent consumers” to connect to our cause, making sure our service isn’t a compromise but an upgrade.
Founding story: Share a story about the "Aha!" moment that sparked the beginning of this initiative.
In 2015, two social activists from Haifa who were alarmed with the scale of the food waste problem, came up with an idea, and a question. Would people be responsive to an event around food waste, where they can experience the problem in a positive and direct way? We joined forces with a local chef and cooked meals almost entirely from food rescued from markets and supermarkets. Seventy people showed up to feast, and finished all the food that was crafted in a small falafel shop. Everyone was surprised at the quality of the meals, enjoyed the atmosphere, and connected to the cause that we were addressing. All “payed as they felt”, knowing we would use the funds to help our cause grow. Robin Food was born from this vision.
More volunteers joined the initiative and we coordinated more events, and started a long-term plan.
Where did you hear about the Nestlé Creating Shared Value Prize?
Upon recommendation from others