Turning Food Waste Into A National Treasure (Win!)

April 16, 2024

Did you know that each year, one-third of food produced for human consumption is lost or wasted globally, amounting to 1.3 billion tons per year or US$1 trillion? In a remarkable triumph to combat this, LOOP Mission has been chosen as the winner of the Canadian Government’s Food Waste Reduction Challenge, securing a substantial $1.5 million prize. This victory marks the culmination of a journey that began with humble roots and a vision to revolutionize the circular economy. At the heart of their success lies LOOP Synergy, an initiative aimed at transforming rejected fruits and vegetables into valuable ingredients for major players in the food industry. This will not only reduce environmental impact but also tackles the pressing issue of food insecurity. With plans to give new life to over 20,000 tonnes of food annually, LOOP Mission is poised to make a tangible difference on a national scale. We chatted with founders Julie Poitras-Saulnier & David Côté to learn more. —Vita Daily

Hi Julie and David! Please tell us about yourselves to start.

We are a dynamic duo driven by a shared passion for the environment, sustainability, and health. David, co-founder of Rise Kombucha, the number one Kombucha brand in Canada, and Crudessence brings an adventurous spirit and risk-taking nature. On the other hand, Julie, with her M.Sc. in environmental sciences and background in sustainability at Keurig Canada and marketing manager at Prana, brings a wealth of knowledge and organisational skills to the table. We aim to make the world a better place through our work at LOOP.

When and why did you launch LOOP? What niche were/are you aiming to fill?

LOOP was launched 8 years ago after we met Fred Monette from Courchesne Larose, a major Canadian distributor. Upon discovering that 16 to 20 tons of fresh produce was being discarded, we were motivated to take action. Julie sold her house, and David left Rise and sold Crudessence to start LOOP. The company focuses on a circular economy, using rejected fresh produce to create consumable products.

What products/services do you currently offer, and what makes them unique?

We offer 45 SKUs including cold-pressed juices, wellness shots, and smoothies, all made from upcycled and fresh fruits and vegetables. We also produce naturally fermented sodas with probiotics, gin lime and ginger made from rejected potatoes, and beers made from leftover bread. All of our products are made with fresh ingredients that were supposed to go to waste due to aesthetic reasons or because their lifecycle was shortened, but all are still fresh and perfectly good to be consumed. We rescue over 12,000,000 pounds of produce annually, ensuring that fresh ingredients are utilised.

What are some facts about food waste that people may be really surprised to know?

Surprisingly, 58% of food worldwide is wasted, with 79% of this waste originating from the industry itself. Much of this waste occurs due to short shelf life, leading to rejected produce even before reaching stores. Additionally, packaging contributes to food waste, as many materials used are not easily compostable.

Congratulations on being chosen as the winner of the Canadian Government’s Food Waste Reduction Challenge, securing a substantial $1.5 million prize! What does this mean for you, and LOOP?

Winning the Canadian Government’s Food Waste Reduction Challenge signifies national recognition of LOOP’s impactful solution. It also facilitates the opportunity for collaboration with other companies in the industry to combat food waste.

What’s next for LOOP?

Our future plans include expanding operations to the United States to further reduce food waste. We also aim to replicate our model globally and develop partnerships with larger organisations through LOOP Synergies.

Personal question: what’s your favourite LOOP product, and way to enjoy it?

Julie: My favourite LOOP product is the Booster Shot, which I enjoy both on its own for a morning pick-me-up and as an ingredient in various dishes for its intense ginger flavour.

David: I prefer the Lemon Black Tea Iced Tea for its refreshing and energising qualities, and enjoy the genuine taste of lemon without any artificial aftertaste.

Win! 3 Months of LOOP!

Congrats Cindy I. of Burlington, ON, who will receive three months of LOOP boxes! Please note: if you are the winner, you will receive a DM (direct message) in Instagram directly from @vitadailymedia. Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding.


  1. Ann-Marie Vaughan

    April 17th, 2024 at 9:12 am

    Orange mango. IG: @ann_marievaughan

  2. Kylie

    April 17th, 2024 at 9:48 am

    Deep Green!

  3. l p

    April 17th, 2024 at 8:29 pm

    grapefruit juice. thanks

  4. Xu Li

    April 18th, 2024 at 5:07 am

    Orange! @xuliang889

  5. Amanda masters

    April 18th, 2024 at 10:38 am

    Orange juice gives the get up and go boost i crave.

  6. Sylvia

    April 18th, 2024 at 10:45 am

    sparkling ginger @sylviaschmidtTO

  7. jeff

    April 18th, 2024 at 11:33 am


  8. laurel jones

    April 18th, 2024 at 5:22 pm


  9. Nina

    April 18th, 2024 at 8:38 pm

    Green juice 🥤🥬

    Instagram: @feed_me_nina

  10. Rachel C.

    April 19th, 2024 at 10:22 am


    @seafoodmwg on ig

  11. Monique L.S.

    April 19th, 2024 at 10:27 am

    My favourite juice is apple juice. IG @minty_mo2020

  12. KaLei

    April 19th, 2024 at 2:22 pm

    love Concord grape juice.

  13. Pamela Humphrey

    April 20th, 2024 at 3:44 am

    My favourite juice is mango.

  14. Melody Yeung

    April 20th, 2024 at 4:20 am

    Orange! A classic!

  15. Irene

    April 20th, 2024 at 7:18 am

    I love peach juice @ireneeichler

  16. Mary D.

    April 20th, 2024 at 2:35 pm

    I’m partial to Better Together and Grapefruit Earl Grey Iced Tea.

  17. Hoda

    April 23rd, 2024 at 9:06 pm

    Strawberry and mango mix 🙂
    Thank you
    FB: Hoda Montazeri Motlagh

  18. Marilyn

    April 24th, 2024 at 10:46 am

    I love most juice but orange pineapple blend is a fav @mmsittie

  19. Anne Tam

    April 24th, 2024 at 12:32 pm

    Orange 🍊 is my favourite @jcont1234 🍊

  20. Johanna Newman

    April 24th, 2024 at 11:31 pm

    Love cranberry juice ♥️♥️♥️


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