One of the most overlooked yet fixable drivers of global food waste is the outdated expiration date. Originally created almost 100 years ago, “best before” labels are widely misunderstood and routinely cause consumers to throw away perfectly edible food.
New research from AmbAI and YouGov found that while 75% of consumers distrust expiration dates, more than half still discard food based on them and, as a result, cost U.S. households $1,600–$1,800 annually in wasted groceries and contribute significantly to climate change. Food waste now accounts for up to 10% of global greenhouse gas emissions.
Steve Statler, CEO of AmbAI, lays out a smarter solution: ambient intelligence. Using ultra-low-cost, battery-free Bluetooth sensors, food freshness can be tracked in real time based on how it’s actually been stored and handled and not a printed guess.
How do expiration dates contribute to food waste?
Expiration dates are based on a static, outdated system that assumes perfect storage conditions from farm to fridge, but in reality food’s actual freshness can vary dramatically depending on how it’s handled. Yet many consumers still throw away food the moment it reaches its printed date — even if it looks, smells, and tastes fine. Our AmbAI-YouGov survey found that 56% of people discard food at the printed date, despite three-quarters saying they distrust those dates.
What is the financial and environmental impact of this food waste?
In the U.S., it costs the average family $1,600–$1,800 a year in wasted groceries. Globally, food waste accounts for 8–10% of greenhouse gas emissions and consumes huge amounts of water, land, and energy. And with inflation driving food prices higher and extreme weather impacting agriculture, throwing away perfectly good food is harder to justify than ever.
Where do current “smart” freshness solutions fall short?
Some solutions, like temperature loggers and colour-changing freshness stickers, are a start — but they only offer snapshots of the food item’s condition. They don’t track freshness continuously from farm to fork. That’s where the next generation of technology comes in.
Verified freshness data means retailers can charge fairly for premium products, farmers can be rewarded for quality, and consumers can shop and choose what they eat from their fridge with confidence. The benefits are environmental, economic, and personal.
How can AI and “ambient intelligence” change the game and are consumers ready for this shift?
Imagine ultra-low-cost, battery-free Bluetooth sensors that are the size of a postage stamp embedded in packaging. They monitor temperature and storage conditions in real time and communicate with AI assistants on your phone or smart speaker. This isn’t just theoretical: early pilots in retail have shown these systems can cut waste while improving safety compliance.
In terms of consumers, our research shows that 88% of consumers would prefer freshness information based on how food has actually been stored rather than a printed date. People don’t want to guess — they want information they can trust.
What about the regulatory environment – will they need to catch up?
The FDA’s Food Safety Modernization Act Rule 204 (compliance expected by 2028) will require enhanced traceability for high-risk foods. In Europe, Digital Product Passports are moving toward greater transparency. Major retailers like Walmart, Kroger, and Tesco are already piloting dynamic pricing and smart labelling.
Static expiration dates are overdue for an upgrade and the momentum is building thanks to advanced technology and strong consumer demand.
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