Purchasing power: Finisterestes29 launches a chain of mini-markets and restaurants specializing in the fight against waste

In Brittany, the name Finisterestes29 is known to many since its launch in 2021, which was first implemented through waste management apps, in particular Too Good To Go.

“A few months ago we passed the million basket mark,” rejoices Karim Vincent-Viry, the initiator of the project. This resident of Saint-Paul-de-Léon (Finistère), who worked for 25 years in the fruit and vegetable sector in large retail chains in France and abroad, settled in this city in the north of the department to work there two years before Covid. , for the first fruit and vegetable cooperative in Europe, Prince de Bretagne.

It was during his imprisonment that he had a revolutionary idea: “We have been meeting very precise requirements for mass distribution for many years,” he explains. Vegetables must be of such a size, such a weight that they meet such aesthetic criteria… so that they are cute. And now in France, because of this, one kilogram of vegetables out of five is thrown into the trash or given to cows…”

Also, working with local producers, he experimented and created Finisterestes29: “I took old wooden boxes that held 5 to 10 kg of fruits and vegetables. ungrateful and I offered to sell them at unbeatable prices through the Too Good To Go app.” In one day, Karim Vincent-Weary sold 50 baskets at one collection point. The next day 150.

“My 14-year-old daughter helped me make the actual ad and explain our concept through Instagram and Facebook. I quickly received hundreds of messages, then 5,000 messages a day. We have expanded cooperation with manufacturers and opened more collection points.” Until the opening of a collection point in Brest, which became a real turning point, in January 2022: 1,500 baskets were sold in an hour!

“Then people asked us, in addition to fruits and vegetables, for other fresh and 100% Breton products. Since 2022, we have been working with the port of Lorient and selling small fresh fish steaks (250g for 3 euros), and now also meat and cheese.”

Sixty employees now

Eat better, fight obesity with fresh, seasonal produce, help people experiencing social upheaval, support traders and producers “currently on the brink of collapse”… these are the values ​​that Karim and his team stand for… that there are now 60 permanent staff contracts. “Today we work with 2,500 Breton producers in four departments and process 30 to 40 tons of fruit and vegetables every day. The goal is to get rid of the approximately 200,000 tons that we throw away every year,” recalls Karim Vincent-Viry.

A network of collection points, or rather “supermarkets”, to combat waste will develop in the coming weeks and will now run from Lille to Bordeaux via Paris. “Our idea is not to increase the price for the consumer, but to increase the manufacturer’s remuneration and reduce our operating costs,” the team clarifies.

In the coming weeks, a chain of restaurants specializing in the fight against waste will also be launched, with the same local products at a joint price (11.99 euros for a menu available to all – starter + main course + dessert). To help implement this entire system, a €3 million fundraising effort is currently underway, “to move faster and hit harder,” elaborates Karim Vincent-Viry.