According to recent United Nations findings, about 17% of the world’s food produced each year goes to waste, a figure that remains true from 2021 onward. Additionally, roughly 8% to 10% of greenhouse gas emissions come from food that is produced but never eaten. And since these imperfect products never leave the fields to be sold in major retailers, everyone bears the impact. Now those products also create work opportunities.
That is the perspective of Bene Bono, a French company founded in 2020, which arrived in Madrid at the beginning of February and is gearing up to launch in Barcelona and Valencia. The firm sells organic fruit and vegetable baskets online, offering produce that supermarkets often reject because of blemishes, odd shapes, or sizes that don’t meet standard shelving requirements. Camille Martinez, the Madrid-based manager, explains the approach. Bene Bono reported worldwide revenues of two million euros last year.
Since its Spanish entry, Bene Bono has claimed to save 27.5 million liters of water by reusing around 55 tons of fruit and vegetables that would otherwise have been wasted. About 2,250 liters are saved per basket. In aggregate, the numbers have been rising quickly: 300,000 kilograms of CO2 emissions avoided and, according to the company’s data, nearly 490,000 million liters of water conserved since inception.
Neighborhood trade
Through a weekly subscription, customers can have their cart delivered to their home or pick it up at local points, typically small businesses. Martinez notes the goal is to weave a connection between customers and neighborhood stores. The current rollout starts with 130 partners in Madrid and 42 in Barcelona. A typical order offers 4.5 kilograms of fruit and vegetables for 14 euros or 9 kilograms for 27 euros. The company currently determines which products are excluded from the selection.
While Bene Bono does not disclose every grower affiliation, it confirms that the price paid for imperfect produce is lower than typical wholesale prices. The manager emphasizes that the business model creates a genuine opportunity, while suggesting that farmers also gain by earning income for produce that would otherwise fetch nothing. The focus remains on value for consumers.
What matters most is the benefit to shoppers. Martinez states that customers can save up to 30% more than they would at a store specializing in organic goods.
Long-term relationships
The partnership with farmers and cooperatives is described as close and long-lasting. The company works with about 30 producers across Spain, agreeing on the quality and timing required so produce reaches its peak ripeness. This careful planning helps ensure the weekly purchases align with demand, preventing waste and maintaining steady supply.
Bene Bono employs a quality and responsible employment filter in selecting its partners. Martinez acknowledges that some farmers might try to go it alone, but notes they could struggle to market imperfect produce without such a platform. The aim is to continue expanding in Spain and eventually bring this fruit-and-vegetable recovery mission to more of Europe.
Next landing in Barcelona and Valencia
Plans call for a launch in Barcelona the following Monday and in Valencia by June. Purchases will continue to be processed in Madrid, with shipments sent to the new cities from there. Although transportation adds emissions, the refashioned approach of avoiding wasted food balances those costs through water and CO2 savings, Martinez argues. The long-term goal is to establish a network of regional warehouses to improve delivery efficiency. The founders note that Spain is still in early stages and volume will guide expansion decisions.
To date, the company serves around 1,500 customers who purchase roughly 1,000 baskets weekly. Projections suggest that figure could rise to 4,000 users by the end of the quarter, with about 22 employees in Madrid and the same number in Barcelona and Valencia combined. Customers currently have the option to swap one product in each offer, and by year-end the aim is to allow customers to customize their own basket. By September, it will be possible to add products such as oil, oats, and jam to orders as well.
Martinez summarizes the mission: to offer a healthier, more environmentally friendly product at an accessible price for customers who find market-priced organic goods unaffordable.