Magic & Design come together
MooFresh delivery service is a result of 3-Day Zero Waste workshop focused on tackling major food waste in Italy.

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A third of the food produced worldwide is wasted somewhere in the supply chain and households. We must find solutions to reduce food loss and give new life and value to food waste.  

Since I remember Food has always been wasted. Food isn't within the reach of people who are in need, it just gets wasted. We must ask ourselves how we can participate in developing creative solutions that can prevent corporate food wastage.

In the Zero Waste 3-day workshop guided by Food Designer Katja Gruijters, the challenge was to work with one of the main foods from Italy that gets wasted somewhere in the supply food chain and design a solution to overcome it.

Our starting point was brainstorming ideas by analyzing food waste we had disposed of the day before and questioning ourselves: what type of second life could these have products?

Afterward, we were lucky to work with an interesting and challenging product: Cow Milk.

90% of the UK milk waste comes from the home, which is the equivalent of more than 490 million pints of milk as a nation per year.  
Two milk bottles in the fridge
Most milk waste comes from households

Consumers have a hard time setting properly their fridge's temperature, which can affect the product's life cycle.

Dairy suppliers work with shorter expiration dates to guarantee its quality

This results in the disposal of good products and increases food waste.

Milk bottles at a dairy supplier
Ultrapasteurized milk

Loses nutritionaI value, it can't be transformed into other dairy products.


How might we prevent MILK waste?
How might we give MILK a second life?

One of the key findings is that pasteurized whole milk can be converted into various dairy products.

Overcoming Milk Waste must be achieved by creating an integrated strategy where we educate the consumer on how to prevent food waste and craft the right conditions to make it happen.

Brainstorming map around milk
Salvaderi bottle milk from Italy
Salvaderi bottle milk
Milk waste brainstorming map, focused in creating a service to prevent food waste


Moofresh is a delivery service that promotes using fresh pasteurized whole milk and guarantees it will arrive at your door. It prevents milk from being wasted, transforming the leftovers into other dairy products and giving the milk a second life.

Moofresh! From the udder to your doorMoofresh bottle packaging, label displayed
Close up of moofresh bottle.  The label is an udder where it discribes the product, quantity, how to keep it in the fridge
Moo fresh bottle perspective view
Close up of the bottle's cap. The cap uses mimica technology.

So, how does the cap work?

Mimica Touch is a patented label that tells you exactly when food spoils. It is calibrated to degrade at the same rate as food and adjusts to conditions along the way.

Why trust the bumps over the Use By Date?

Food encounters many scenarios and temperatures that affect how long it will stay fresh. Because the Mimica Touch label responds to all of these temperature variations exactly as food does, checking for the bumps is a much more reliable method to determine the exact freshness.


To showcase Moofresh, we created a three-dimensional experience for our guests to navigate and learn about the process of transforming milk in their own homes.