One-third of all food produced globally is wasted. In Sweden alone, more than 343,000 tonnes of edible food are discarded every year, often because of confusion around best-before dates. To challenge this mindset, Matsmart-Motatos and Differ created “Sweden’s Oldest Spice”, a campaign inviting people to search their kitchen cupboards for the oldest spices they could find. More than 800 entries poured in, including spices older than best-before labels themselves.

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Together with food historian Richard Tellström, we identified the winner: an unopened 110-year-old pepper mix from Träslövsläge. The discovery generated nationwide media attention and sparked conversations about food waste and expiration labels.

 

To prove the point, star chef Fredrik Eriksson used the winning spice to create a dish at Långbro Värdshus, and guests loved it.

 

The campaign reached more than 16 million people and reinforced a simple message: by trusting our senses instead of blindly following best-before dates, we can reduce food waste and make more sustainable choices.