Flashfood: Reducing Food Waste and Feeding Families

In June 2021, as Toronto-based Flashfood Inc. (Flashfood) continued to grow dramatically, its founder and chief executive officer was facing critical questions about how to manage both the firm’s mission and its business model. Flashfood partnered with grocery chains to sell near-expiry food to consumers via an app, and it had an expanding network of locations in Canada and the United States. The firm had a clear sustainability-driven objective: to reduce food waste and feed people more affordably. But how should the firm focus its ongoing investment and scarce resources—both strategically, in terms of market development and service offerings, and tactically, in terms of product pricing and app improvement? Could the firm achieve sustained success while avoiding any potential tendency to drift from that mission? Note to instructors: This case also includes a supplemental student spreadsheet. See "Supporting Materials" section below to download.

This case examines some key strategic questions faced by senior managers at a sustainability-focused firm as it attempts to simultaneously deliver on its mission and pursue growth. It also considers tactical challenges of managing supply chain partners (e.g., retailers) and further refining the business model. Depending on the specific course, the instructor can emphasize one or more of the following teaching objectives:<ul><li>Explore strategic challenges and opportunities for a sustainability-focused business seeking to protect its societal mission while achieving long-term commercial success during a phase of rapid expansion.</li><li>Evaluate options to further refine key components of an evolving business model, including pricing and partner development, while balancing environmental and social objectives.</li><li>Assess the strategic value, benefits, and costs of pursing sustainability-related certification (i.e., as a certified B Corporation). </li><li>Given the key objectives of the firm, consider how to define and measure success from the perspectives of multiple stakeholders.</li></ul>

• environment
• retail
• social mission