In 2010, Jenny Dawson was a couple of years out of university working at a hedge fund company in London. One day, she found herself at a wholesale market where she saw pallets of edible fruit and vegetables going to the waste bin. The food had been grown in neighboring countries in Europe and as far away as Kenya.
To Dawson it was sheer madness and an environmental and social travesty that so much good food requiring great resources to grow and transport to London would ultimately end up in the garbage. “Seeing pallets of perfectly good fruit coming in from Kenya destined for the garbage evoked a reaction in me. There must be something we could do. We can’t be this wasteful,” says Dawson.