Food waste is a pressing global issue, with one-third of all food produced for human consumption being wasted, as reported by the Food and Agriculture Organization of the United Nations (FAO, 2017). To tackle this problem, many digital platforms and organizations focusing on food waste recovery have emerged. These organizations value food that would otherwise become waste, creating substantial opportunities to reduce the overall amount of food waste. However, the opportunities and challenges of growth for these organizations remain understudied.
This study explores a business's position in the food waste recovery industry by applying the circularity broker theory (Ciulli et al., 2020) to the business. The objective of this research is to analyze what kind of circularity broker roles are relevant in food waste recovery businesses and how these roles manifest in the case study of Misfits Market. Through a case study approach, this study observed the food waste recovery business of Misfits Market. This research then identifies the opportunities and challenges of Misfits Market's actions in the industry. Thematic analysis is then used to further analyze and gain insights from the data.
The findings reveal significant insights about how engaging in circularity broker roles affect opportunities and challenges in the industry. In Misfits Market's actions as a circularity broker, it was observed that recovered food offers new business opportunities and cost savings but that staying relevant and balancing supply and demand are challenges. Furthermore, through food waste recovery, a company can build positive sentiment for their brand and create new revenue streams. It is also necessary to ensure users on the supply and demand side of the platform about the food safety guidelines in place throughout the platform. Mobilizing volunteers, partners, and stakeholders can build brand recognition and positivity through donations to food banks and collaborations with like-minded businesses. Creating successful integration of users with the platform can also allow companies to provide alternative channels to sell products that cannot be sold to traditional retailers. Lastly, measuring financial impact and waste recovered showcases important environmental and social responsibility principles
