New digital platform for food donation launched “Plate by Plate”

The first digital platform for food donation in Serbia, “Plate by Plate” (, started operating. Owing to the cooperation between Delhaize Serbia and the United National Development Programme (UNDP), it is possible to organise a process of donation with just one click for the first time in our country.

The digital platform builds on the humanitarian project “Helping Those in Need”, executed by the Food Bank Belgrade and Delhaize Serbia since 2015. So far, more than 5,000 tonnes of fruit and vegetables have been donated. All organisations engaged in the project obtained their accounts on the “Plate by Plate” platform and are thus one click away from booking groceries allocated for donation by Maxi, Mega Maxi, Tempo and Shop&Go stores on a daily basis. Stores will update the information on available volumes of fruit and vegetables every day and, if needed, an organisation can collect groceries from several stores as well. Also, new charities are encouraged to apply and obtain an account and opportunity to collect available groceries via the Food Bank every day.

“A responsible approach to surplus food management and assistance to those in need has for years been a strategic element of our business operations. In order to additionally enhance activities towards the common goal, with support of our partners, we developed the new model of surplus food management, which will enable large volumes to reach end-consumers, those in need, on an annual basis” said Milica Popović, Corporate Communications Manager in Delhaize Serbia.

The platform was presented at an online panel, where Neven Marinović, Director of Smart kolektiv and of the CSR Forum, guided participants through a story about the importance of finding a solution for surplus food.

As soon as stores post information about available donation on the ‘Plate by Plate’ platform, charities are notified and can book and then collect it.

“Thanks to the continuous support of Delhaize Serbia, beneficiaries of more than 70 charities have been provided with a daily meal for years now. We are glad that the new, digital platform will help increase a volume of donated food and thus reach the highest number of the Food Bank Belgrade beneficiaries as possible” noted Katarina Žigić Blagojević, Executive Director of the Food Bank Belgrade.

Foto: Dušan Petković

The new digital platform for food donation is developed by the UNDP IT team. It is based on blockchain technology, enabling monitoring of the entire process of donations and thus making it more transparent and safer.

“In developing the ‘Plate by Plate’ platform, the UNDP closely collaborated with Delhaize Serbia, the Food Bank Serbia and other charities, in order to make it the simplest possible and in line with needs of users, as well as to be used by other companies, which we invite to follow the example of Delhaize Serbia and join this initiative. By donating surplus food, we contribute to the responsible use of resources, development of circular economy and reduction of greenhouse gases, thus making a contribution to the achievement of multiple goals of sustainable development” said Francine Pickup, UNDP Resident Representative in Serbia.

Donation of surplus food particularly contributes to achieving the Sustainable Development Goal 2 -World without hunger, and Goal 12 – Responsible consumption and production, while at the same time helping reduce greenhouse gas (GHG) emissions produced by organic waste, thus contributing to combating climate change (Goal 13).

“We are constantly committed to initiating social dialogue on relevant issues, educating, inspiring and motivating the society as a whole. Sustainable creativity and the UN Sustainability Development Goals are part of our business strategy, as confirmed by our campaigns and initiatives. This primarily refers to Goal 17 – Revitalisation of the global partnership for sustainable development. This is the key goal because the challenges we encounter are becoming bigger and more complex. Brands have the power to make the world a better place to live, and the ‘Plate by Plate’ project is an ideal example of that” underlined Jelena Jazić, Director of McCann Beograd, the agency which participated in creating the visual identity of the platform.

It is estimated that 250,000 tonnes of food are thrown away in Serbia each year, whereas one in eight persons in the country is under the risk of poverty.

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