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Jordan Schenck | Flashfood
24 Plays12 hours ago
In this episode we’re tackling one of the most pressing issues in the grocery industry—food waste and accessibility—with a guest who's making a real impact. Jordan, President & COO at Flashfood and former head of global marketing at Impossible Foods, joins us to discuss the massive opportunity to rethink how we distribute, consume, and value food.
Our conversation explores the surprising ways people are embracing the food rescue movement, how grocery stores are adapting to reduce shrink, and why cultural shifts, like the rise of vintage fashion, might hold the key to changing the way we think about food waste.
To learn more go to https://flashfood.com/
To learn more about who’s behind this podcast and how we help food and beverage brands grow faster, visit https://www.ethicalfoodgroup.com/.
Here’s a summary of this interview:
The Biggest Opportunity in Food: Jordan highlights the urgent need to optimize food distribution before focusing on adding more to the system—ensuring that what’s already produced reaches consumers.
Reframing Food Security: Traditional metrics focus on caloric intake rather than nutritional value. Flashfood aims to change that by prioritizing access to fresh, high-quality food at a fraction of the cost.
Flashfood's Role in Reducing Waste: The app helps consumers buy groceries nearing their best-before dates at deep discounts, preventing high-quality food from ending up in landfills.
Retailer Benefits: Grocery stores working with Flashfood not only reduce waste but also increase foot traffic, as app users visit stores 1.1 times more per month than average shoppers.
Lessons from Impossible Foods: Jordan shares how Impossible’s marketing success came from understanding cultural tailwinds—specifically, how chefs became the "rockstars" of food culture.
Changing Consumer Habits: Flashfood is encouraging a shift in shopping behavior, making food rescue fun and accessible, while also helping families save hundreds of dollars a month.
Viral Marketing Wins: The Flashfood team uses humor and curiosity—like their viral video about duct-taping eggs inside the fridge—to engage consumers and shift perceptions around food waste.
Technology & AI Innovations: Flashfood is improving image quality, search functionality, and potentially expanding into prepared foods and bakery items to make the shopping experience even more seamless.
Cooking & Creativity: Jordan encouraging people to experiment with what they have, reducing food waste while making mealtime more exciting.
Dream Celebrity Endorsement: If Jordan could get one celebrity to endorse Flashfood, it would be Cardi B—because of her love for cooking, her connection to everyday people, and her "chaotic" yet relatable food experiments.
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Transcript
Introduction to Aisle 42 and Focus on Food Waste
00:00:00
Speaker
This is Aisle 42.
Opportunities in Food Distribution with Jordan
00:00:07
Speaker
In this episode, we're tackling one of the most pressing issues in the grocery industry, food waste and accessibility, with a guest who's making a real impact. Jordan, president and CEO of Flash Food and former head of global marketing at Impossible Foods, joins us to discuss the massive opportunity to rethink how we distribute, consume and value food.
00:00:29
Speaker
Our conversation explores the surprising ways people are embracing the food rescue movement, how grocery stores are adapting to reduce shrink and why cultural shifts like the rise of vintage fashion might hold the key to changing the way we think about food waste.
Future of the Food System: Big Questions
00:00:45
Speaker
Okay, let's get into it with Jordan from Flash Food, because the future of food starts now. Jordan, we are perfect strangers here. This is the first time we've met.
00:00:56
Speaker
So I just want to take a moment and say thank you for coming on to the aisle 42 show. I think we have Esther to thank for making all of this
Revolutionizing Supply Systems to Prevent Waste
00:01:03
Speaker
happen. So appreciate her support as well. To kick things off, I'm going to dive right into the deep end with our big question of season two.
00:01:10
Speaker
And that is this looking ahead to the future. What's one change in the food system that would excite you the most?
Challenges in Food Security and Access
00:01:18
Speaker
I mean, candidly, it's what I'm working on.
00:01:21
Speaker
And we know we'll get into it today, but i I think that there is a massive opportunity to radically change our whether it's supply systems, our end of life systems, to make sure that all of what we produce gets in the hands of folks.
00:01:38
Speaker
I would even argue before we start jamming more into the system, which is, you know, I think we were going to talk a little bit on some of the things around plant-based and all of these great innovations and and all of that. But the biggest opportunity is how we fix this.
00:01:54
Speaker
Yeah. And like food security is one of these topics that comes up a lot. And a lot of people, you know, they feel like maybe food security is the inability to access food.
Tackling Fresh Product Waste in Grocery Stores
00:02:04
Speaker
But in a lot of cases, it's really the inability to access nutritious food affordably.
00:02:10
Speaker
So when you talk about sort of that end stage of, you know, of the food system, which is some the space that you guys work in, it's ah it does feel like a daunting task, but one that we need to address quickly.
00:02:24
Speaker
It's really interesting. So historically, we've always looked at you know food access or food insecurity based on caloric value. There's no qualifier on that, on whether or not you ate you know a piece of broccoli all the way through to a can of whatever on the shelf or or ramen. It's always been calorie-based. Did the person get the calories? Did they get the calories?
00:02:45
Speaker
There's no considerations for the level of freshness, sort of the freshness meaning like, was it center aisle versus produce versus meat. And what's really interesting and what, you know, in my time in the food system, whether it was founding my own CPG or working at impossible, it what always killed me was that there's always the hype cycle around the novel foods, the next new thing. And seemingly for whatever reason we continue to throw away 40 of what shows up in any grocery store with the large fraction of that and i i don't have the perfect numbers but the imperfect number i'll always say is it has to be at least 70 of that being the things that are fresh your your meats your produces your your dairy things that tend to have um
00:03:32
Speaker
sort of a more fragile shelf life. And, you know, a lot of the reason why we find ourselves in that situation is most grocery stores are beholden to these, these merchandising expectations. You want big, bountiful, beautiful shelves. You want perfect looking produce. You don't want anything to feel like it's empty and in sort of that like chaotic, volatile feeling that this whole world experienced during, during the pandemic. And in that,
00:03:58
Speaker
creates this, this issue, the sort of desire for optics and all of that creates the issue of having to always have more, having it to always be a certain way. And so by and large, we, we throw away most of what folks would want to have center play.
00:04:15
Speaker
And it Like, again, I will say it like it is, it's to me, it's truly unacceptable that we continue to fund and fuel more when we have yet to solve the practical reality of all of this amazing stuff that we produce isn't sold, leveraged, consumed to 100% of its availability.
Flash Food App: Solutions for Food Waste and Savings
00:04:37
Speaker
Jordan, for those that might not be familiar with Flash Food, can you give listeners like the snapshot on what you guys are doing? What have you made? to help address food insecurity and food waste.
00:04:50
Speaker
So Flash Food is a a marketplace. Anyone can download the app for free. And essentially, as soon as you open up the app, you'll see a number of grocery stores in any area that's selling food that's pretty close to its Best Buy at super insane deals.
00:05:08
Speaker
And as simple as that, you can shop it and go and pick it up at your store. Majority of that food that you're finding on the platform is food that's like nearing it's what I would call the Goldilocks window. It's the...
00:05:20
Speaker
perfectly ready to eat perfectly priced window that exists and it's as simple as that and you'll find i mean i'm assuming a lot of your listeners are within the within canada we're pretty much everywhere in canada with lobla and we're in a number of places across the united states with more more coming yeah in our my area i'm just south of vancouver there's just one ah a real Canadian superstore that uses the app. So I'm in a bit of ah flash food kind of quiet zone or emerging zone. Why don't we call it that?
00:05:52
Speaker
But it's ah it's great to see. In fact, i was just showing my wife the app this morning. We're talking about it again. and And I said, oh, look, this is what's, you know, what's available right now, you know, two dollars for something that would normally be ten dollars. and I spend a lot of time and energy thinking and talking about expiry dates and and issues around ah expiration. And, you know, for the most part, there's a lot of product that just because the sticker says a certain date, and like your Goldilocks reference, by the way, it's wonderful.
00:06:20
Speaker
ah The food is perfectly safe and it is really a ah great way for people to, you know, save money on their groceries without there being, you know, that big sticker price and without it being an unsafe choice for them. So it's really remarkable.
00:06:35
Speaker
Yeah, and it's it's not just like, you know, you say, like, there's sort of, obviously, there's the multiplier effect of savings, right? If all of us could save a few hundred bucks a month on groceries, it's pretty incredible what we can do with a couple hundred bucks saved on groceries, but it's also...
00:06:51
Speaker
What we've seen, it's a tool for experimentation and trial. So we get a lot of folks, like when you take the price equation out of it, folks are more willing to try, you know, a dragon fruit for the first time. Or we, you know, we have a joke here.
00:07:07
Speaker
You get the opportunity to be the very parent. I don't know if you have kids, toddlers, they love really expensive produce. And oftentimes you get into these situations where like, they love that expensive produce last week, and then they didn't love it the next week. And then you're sort of saddled with, you know, more blackberries than you would have liked to have ever invested in. And there's a ah world too, where you get this sort of experimentation trial, and it has a little bit less of the
00:07:38
Speaker
The sort of the de-risk is taken out of it in terms of sort of your weekly grocery shop budget, which is which is pretty cool. And we also get, i mean, the hobby people are on the platform in terms of like we get people who are incredible canners.
00:07:52
Speaker
You know, they've got whole pantries running in their cellars where they're getting mass volumes from the platform that they're... they're canning, they're freezing, they're kind of playing like their own at home.
00:08:06
Speaker
What is that like Iron Chef sort of moment where they get a box of stuff and they're just experimenting. There's so much, I
Insights from Impossible Foods and Cultural Trends
00:08:12
Speaker
think there's so much fun that goes into what happens when you sort of approach the world of food, not in this like almost perfect way that we've been trained to.
00:08:22
Speaker
And there's a lot more play and experimentation that has like a multiplier benefit in terms of Like what you can, I don't know. Do you want to do grocery shopping or do you want to like go do some fun, like family adventure, like going out to dinner or having like a movie night or what have you? Like there's, there's a lot of ways to use that money for entertainment as well.
00:08:43
Speaker
So. and love it. So here's when I discovered that you were the formerly the head of global marketing at Impossible Foods. That certainly piqued my interest. You know, what what a brand, what a ride that would have been for you.
00:08:57
Speaker
What were some of the things, what were some of the insights that you you know brought with you from Impossible to what you're doing now at Flash Food? The biggest thing with Impossible, and it's the work that the team is also bringing to Flash Food, is how do you find, ah where is the wind within a movement? You know, in the early days of Impossible, the mass perception around food that was made from plants was historically...
00:09:24
Speaker
you know, in the frozen section, there was like this sort of rattter ratty and tattered like section in a grocery store, which like, and the brands were very green and the assumptions that it was going to be like very cardboardy. And so everything was working against us in terms of um consumer perception.
00:09:45
Speaker
There also wasn't a tremendous amount of awareness around sort of the impact of global meat production at the time. So you couldn't really galvanize that. We had to really explore what the winds were, wind meaning like tailwind in culture, what was happening at that point in time that really had nothing to do with plant-based meat, but had everything to do with stoking a a movement or a spark.
00:10:12
Speaker
And that was a lot of how we led the initial strategy, which sort of pushed the business to not think about, okay, now let's just go out and acquire a bunch of vegans who are already sort of on the side of plant-based consumption. Let's actually go out and think about how we stoke the curiosity of meat eaters. How do we also play to some of the constraints where we didn't have a ton of supply at the time and we needed to find places that sort of not only created that virality, but also built on the credibility, played into the tailwind. And some of the biggest trends we were seeing in the market were, you know, Netflix for the first time was releasing chef shows sort of after the wake of Anthony Bourdain, but he was Food Network specific. There wasn't this like democratized way that food influencers were rising and you were seeing them rise on social media. You were seeing Netflix get deals from social media chefs.
00:11:06
Speaker
Chefs had effectively become the net new rock star. And it's funny when you look at it now and everyone's like, we need to do the chef strategy. We weren't looking at it like, oh, we need to do the chef strategy. We were like, who are the people that need to stoke credibility, who have the most credibility, who are shaping culture?
00:11:21
Speaker
And at that moment, it was chefs. It could have been someone totally different, but at that moment, it happened to be chefs. And a lot of chefs had historically had really, really outwardly negative opinions about meat.
00:11:35
Speaker
Or not meat meat, plant-based meat, right? Like they were big meat eaters. So we were like, let's just go for the meat jugular or find the most interesting people who are driving culture hopefully get them on our side to tell our story. And then we're going to sit a bunch of consumers in their restaurants, hold them captive for essentially 45 minutes where they have to have a meal around this like net new experience and see what they put on social media about it. Like that was the strategy in and of itself. There wasn't a ton of like,
00:12:03
Speaker
There wasn't this like crazy top-down ad campaign where we had to like spend billions and of dollars on a Super Bowl. It was truly like bottoms up, let the thought leaders and community drive the story. And I think for Flash Food, we've got things that excited me the most about when I came to to join the journey, prior to this was on was on the board for a second, was there is a community around it and there are some interesting things happening and in culture around how Gen Z, for example, sees vintage fashion. You know, there's, it is very odd that brands like Chico's and Brighton are very popular again, but that's very interesting when you think about how consumers think about the sort of end of life relationship and what that, what that means.
00:12:48
Speaker
And, you know, while everyone is sort of capitalize on the celebrity chefs, there are more interesting people coming up, whether it's in athletics, whether it's in call it, like even like sort of like comedy producers online that aren't just like people thinking like, they think about a lot of things in a sort of multifaceted way. So I think we've got a lot of opportunity in this sort of budding cultural moment and shift around call it waste that we've never
Marketing Strategies and Consumer Engagement
00:13:16
Speaker
seen before.
00:13:17
Speaker
Yeah. And that kind of, I mean, you kind of ran right into my next question, which is great. And wondering how you can, like, how is your team inspiring flash food users to take the issue of food waste and food insecurity seriously, but you can't educate and market at the same time very easily.
00:13:38
Speaker
You kind of have to often, you have to pick one or the other. What do you guys feel like is the is there best way for you to get people really excited about turning to the app to affect their shopping habits?
00:13:51
Speaker
we've candidly, we've been exploring on, you know, exploring how we figure this out. I think more recently, we've had a couple of, i would say viral moments, whether it was on social media and and there's been a couple on our comms front as well that have just really played into the sort of like, call it topsy-turvy levity of food. You know, we look at food in a very different and unique way to folks. We've also got to retrain people to sort of think about their buying experience in in a completely net new way. Like I have to consider flash food. I should consider flash food before i walk into like my regular grocery shop, just to see if there's, if there's something there. So we, we take that lightheartedness and a lot of the content that we've put out, that's, you know, we recently had this one where instead of storing the eggs,
00:14:42
Speaker
in their sort of usual cartons. What if you just like duct tape them to the top of your fridge and had them hanging down that went really viral viral, but it was more so emblematic of like, how do you get under and people want to see that content. It just goes back to entertainment. A lot of folks call it like edutainment.
00:14:57
Speaker
You know, you don't want to be educated. You want to just be like, people are actually pretty smart. And I think a lot of times we often forget that people are really smart. And a lot of them are hyper consumers of media now online.
00:15:08
Speaker
Almost everyone, inclusive of like, even my parents. Like, I think my dad is probably on social media more than I am. I just learned the other day that he has like a Pinterest. He's all over Facebook. and He's got a Pinterest board. And he had like a ghost Instagram account that he was posting to but just like pictures of guitars he liked. And I'm like, okay, so you're like a multi-channel media user. And he's like, yeah. and I also like the ads I get on Instagram.
00:15:32
Speaker
And I'm like, okay, you're in it. And I think we forget that folks are are doing that. So the way at which you have to play and reflect and like peak curiosity is is is completely different. And then, you know, I think on our um the narrative, like when we've had viral Homs moments,
00:15:52
Speaker
realistically, groceries are, they are the most expensive they've ever been that all of us have seen in our living lives. And even that of like my dad, right? Like this is, this is crazy. A lot of people didn't plan for this to happen for their retirements. They, you know, some folks who are looking at making some meaningful trade-offs. And so we do still have a lot of content about this core value proposition, which is the sort of the bounty you get and the savings that you have. And it's really high quality food. I think that's what oftentimes the perception and the narrative that's always been out there is like, this is a scratch and dent experience when you're going to get food like this. And truly the food you're getting is like, I mean, last night I just took two packs of incredible grass fed beef that I got
00:16:39
Speaker
from lucky our partner here in California, had a crazy produce box that had like a head like potatoes, peppers, and all stuff. And I just like, chili did. And like, that is like, someone would sell that chili at a restaurant for a lot of money with everything in it. And it probably like in the whole cost me, i don't know, $10. And we're going to have it for the next few weeks. And I had I had a good time I watched, you know, at my show going, I was like,
00:17:02
Speaker
playing my iron chef, but yeah. That's awesome. I think one of the challenges might be some of the photographs that, you know, because the stores, someone in the store is taking a picture of the iron usually, right?
00:17:14
Speaker
So some of them is like, you know, turn the light on, like give give us a chance to like actually see what you're photographing or. We're working on that. A lot of the, yeah there there are some exciting updates happening on our, on our tech front that will make those images,
00:17:32
Speaker
albeit a bit clearer, ah bit more, um you know, either drawing from the sort of realistic catalog that exists. And so that's probably one of our number one pieces of feedback we get, which is just, for us, it's just a part of the tech that we're gonna be improving because folks wanna be able to see it a bit better. And and there's a lot of a lot of ways that we'll do that. and you'll see that in the next few months, the shift will come, yeah. Yeah, that that makes total
Technology Enhancements in Shopping Experience
00:17:59
Speaker
sense. I get that.
00:18:01
Speaker
The flash food is it's across North America. How many stores are using flash food to broadcast the the deals right now? Right now, i don't have the exact number, but it's over, I would say over 2,000 on any given day, um probably getting a bit closer to 2,500 in the pockets you'll find us in. We've got, obviously I'm here in San Francisco. We've but we've got a presence out here in NorCal. We've got a you know strong a presence on the East Coast, I would say sort of tri-state area between Jersey, New York, Pennsylvania, all the way up to Massachusetts.
00:18:37
Speaker
we've got a pretty solid footprint right there, kind of in that part of the States coming out of Toronto. And then we're all across Canada with blah, blah. And that's, there's a lot more growth happening this year. So you're going to start to find flash food in more and more places. We are, we've got about a location in in most States now, save some of the ones further out in the ocean or, or in other areas. But i I anticipate that being sort of fully saturated by, by end of the year.
00:19:06
Speaker
That's very exciting. I can't help but take stock of the fact that ah my phone, my iPhone has a lot of shopping apps. I've got ah my family, we use the Yucca app.
00:19:17
Speaker
I've never heard of that one. Yucca. Oh my gosh, you got to check it out. Yucca is a, I don't know, I kind of call it a traffic light type system where it gives, the you know, you scan a barcode and it'll tell you if it's healthy for you or safe for you.
00:19:33
Speaker
so one of the best in the grocery store it's quite good it's really good for things like cosmetics like my daughter will walk into sephora and she'll be like dad give me your phone she'll open up the yucca app and she'll be like oh that got a red light i'm not gonna buy that or that got a green light or if it's a yellow traffic light she'll like oh dad i really want it but it's a yellow light anyway so you know between apps like that and of course a lot of the grocery stores have their own rewards and loyalty programs. you know I pull up my reward card and show my phone to the Checo girl.
00:20:05
Speaker
I am an Instacart user. I placed over 50 orders on Instacart last year and I realized that's not me going into the store, but someone's going into the store on my behalf. So more and more.
00:20:17
Speaker
Consumers are using their phones and a lot of people walk up and down aisles with their phones. They're checking their shopping list. They're scanning a QR code. They're looking up a brand. They're looking at recipes, right? They're looking at their next chili recipe. Does this, that you know, do I have what I need?
00:20:32
Speaker
And it is a lot more of an immersive experience. So the fact that you guys are leaning into technology to facilitate some of the stuff is and to address food waste is You mentioned some of the innovations coming down the line. Are there things like artificial intelligence or other sort of, you know, the dark wizardry of the web that's coming into the app? I know you might not be able to answer that question, actually.
00:20:56
Speaker
We've been looking at a number of ways to to integrate technology I would say the early stages of of AI into the process to make things like the images stronger, the information that you can see and read around you know what's getting published on the platform to be much sharper. those are Those are things that are definitely within the near horizon, as well as how can we you know create better merchandising opportunities where you've probably seen the produce boxes. What would that potentially look like in prepared it foods from the hot bar or bakery? So those those are things that you will we'll see from us this year, as well as i would say a number of
00:21:38
Speaker
of features that sharpen our search and ability to scan and browse to all your points around how we see consumers leveraging technology to prepare, to know the recipe, to complete the cart. We're, I would say, as a business at a point where we're really, really leaning into our tech as a whole to you know deliver value. We've
Collaborations with Grocers to Reduce Waste
00:22:02
Speaker
got millions of people that engage with ah with Flash Food and hopefully millions more as we go this year. And I think we, you know, we're we're really excited to make it a transformative year in terms of us as a tech partner, not only to our shoppers, but to our retailers, because we are one of the, I would say only ones that's in the the grocery store doing what we do.
00:22:24
Speaker
Well, let's talk about those retailers for a second. How do you but do you go into these retailers and say, hey, we've got the solution for you. Guess what? We're going to give your team something else to do. um But what's it like building and nurturing those relationships with retailers?
00:22:40
Speaker
We're unique in that, you know, oftentimes most people think about grocery in that sort of transact, the more transactional state between some of the consumer product goods to that of like getting on shelves.
00:22:51
Speaker
We're unique in that we come in as a solution provider that does have some form of visibility within a store. since And that it's comparable to that of Instacart, but we don't have our own sort of task or labor force. So we work with the grocer to do it. And the biggest value that we've always seen for our grocers, not only is like the tooling to reach their sustainability goals or their food waste goals, and frankly, the business goals, because no one likes to see the cost of shrink.
00:23:19
Speaker
shrinking up food is very expensive. It's not just the everything that went into shipping and getting it to your store, it living on your store and all the energy that goes into your store, the people that are watching over, but also the cost of like throwing something away. Like there's so much cost that goes around waste.
00:23:34
Speaker
So for us to be able to leverage the value proposition of us having shoppers that are ready to sort of take that on for them is a pretty solid um talking point, I would say.
00:23:45
Speaker
We also, what we've seen is someone who shops on flash food, because we deal in the realm of ephemerality and physics and the physical world, folks who shop with us will come into a grocery store on net 1.1 more times a month than their average shopper, which when you're looking at it in terms of an investment in the marketing or how do we drive foot traffic, we in many ways are that tool. So it's interesting to take something that is sort of typically swept out under the rug and what have you. And it becomes a a driver that is as effective as certain campaigns you can run in the store is is a really powerful place to be.
Creative Cooking and Pre-Packaged Meals
00:24:25
Speaker
And it's actually quite a fun place to be because there's, you know, for myself and and my career, whether it was in marketing or scaling up these companies, when you've kind of got that win-win-win, it's a fun side of the equation to be on.
00:24:38
Speaker
It sounds like it. It does sound like fun. And I was just actually thinking when you're talking about your're your, your chili experience, so many of us, you know, cooking at home, we're looking at recipes and we think of like, oh, there's nine things I don't have.
00:24:52
Speaker
So going, you know, either adding that to the list or, you know, running up to the grocery store, what if there were flash food boxes where maybe half the ingredients in there are, you know, close to expiration, but you, the the grocery store could put all the other stuff in there because a lot of people buy these meal kits that come with all the prepared, you know, or semi-prepared stuff, or little pouches and little containers. And, and to be honest, ah that stuff stressed me right. I love the idea of it. It's just not for me. I'm not the target.
00:25:20
Speaker
for that. But a flash food could make ah my next chili recipe be a lot easier. If they just had it ready at the door, I just drive by, they could throw it in go. Yeah. What's cool about it is there's like an insane amount of opportunity to keep growing and building. And that's like, you and I could sit here and have like a crazy open brainstorm. And to me that always shows the viability of of something. If you can You're like, in my day, I'm looking at like, how many things can I make sure that we focus in on? But what excites me about my day is that there is like, there's a vast amount of opportunity that exists with um but what you can do with a tool like that.
00:25:57
Speaker
And I love the idea. And I think we'll we'll have we'll name it Corwin's Bosses when we do it. And I'll have to like credit you back on on the idea from many moons ago. But it's, you're totally right. I am on the side of it though. I'm like a chaos cook in that I get really ah excited about just seeing how far I can go without having exactly everything I need, which in many ways pushes me to make like a lot of interesting sauces or compliments to dishes, which great way to leverage food waste, by the way.
00:26:29
Speaker
It's funny because we all think like, sauces like chimichurris have to be the exact prescriptive parsley, cilantro, and actually doesn't. Like herb sauces are an awesome way. You can turn anything into a sauce, like throw a pepper in the blender and like see what you make with a bit of like herbs and like, you should just go nuts.
00:26:51
Speaker
And that I think we often forget there's some people aren't as bold in that, like you want it to be exactly what it is. But there is a world where like people can, I hope that people in working and learning more about flash would get a little less afraid of like,
00:27:05
Speaker
Try things. And sometimes it's really good. Like my chaos chili, it has everything in it, by the way. Like it has potatoes. I poured a, um a like, we had a leftover Pacifico from a party. I put that in there.
00:27:19
Speaker
i was having a, you know, like your sort of end of evening glass of wine. i didn't want to finish it. So I dumped that in there and like... I was like, i was like, cool. I've got my sort of like fatty, rich, don't know. There's bunch of random stuff and it's got everything under the, under the sun. It's like ah my son didn't finish his peas, poured that in there last night.
00:27:38
Speaker
And like, I tried it this morning and I was like, this is delicious. Like this has everything we need. You have kids like, you know, the unfinished plate is like a real. it It just, I usually have to wait someone.
00:27:50
Speaker
I need my family not to see me do it, but the leftover food on the plate definitely ends up either in a casserole or in a container to get used again. They don't need to know that someone 10 minutes ago just slobbered all over it.
00:28:03
Speaker
They don't know. And I'm like heat, heat and a little bit of parmesan cheese and we're off to the races. so Nobody knew this. Nobody knew little, little, little cheese will do wonders. Well,
Celebrity Endorsement and Conclusion
00:28:13
Speaker
my final question is a fun one for you. And that is, if there was one celebrity that if they would just spontaneously endorse flash food, which celebrity would that be?
00:28:24
Speaker
Cardi B. Cardi B and a lot of my team knows, I'm sure Esther is, who's also listening. Cardi B is one of the, I would say one of the most interesting food influencers of our time, going back to like influencers of food and in unique spaces. She constantly is cooking recipes, like shopping herself and cooking recipes from the ones that she grew up with. She also really cares about human beings having access, having a good planet, hell you know healthy food.
00:28:55
Speaker
But she's also like, if you've ever watched her content, she's like a total chaos cook. She's like, she's got some hot dogs over here. She's making a casserole. She's like figuring it out. And I just think that's like, she's such an incredible individual with a really cool perspective on food. Like, why wouldn't we have her say, are we all not flash fooding? I love it.
00:29:14
Speaker
All right. We'll find some way to get her attention. Let's do it. I've been saying it for years. I'm like, she's one of the greatest food influencers of our time. And everyone's like, what in the world? Actually, you're kind of right.
00:29:26
Speaker
So good. Jordan, thank you for the time. Thank you for all that you and your team do to address food waste and to help address food insecurity for those that need it.
00:29:39
Speaker
Thanks for listening to this episode of aisle 42. Be sure to download the Flash Food app to your phone and search your local stores for fresh food that needs a home. Okay, that's it for me. I'm Corbin Hebert from Ethical Food Group, and I'll see you in the future.