Institutional work in food waste reduction: Start-ups' role in moving towards a circular economy

Dealing with food waste is a major concern for the food system in the transition towards a circular economy (CE). Previous studies have developed various solutions to address the issue, but the role of for-profit start-ups remains poorly understood. This paper aims to analyse the forms of institutional work conducted by start-ups to prevent and reduce food waste. This paper adopts the multiple case study approach, utilising a three-year netnography of the emerging food waste reduction business and interview data from company representatives. We outline four categories in which the start-ups conduct institutional work: appearance of food, quantity of food, edibility of food, and living with food. The start-ups disrupt existing institutions that lead to food waste, as well as create new institutions to enable and reinforce their business operations. We argue that the start-ups have an influential role in changing the normative and cognitive-cultural institutional pillars in the shift towards a CE. The article provides a contribution to studies on the CE and food waste and has practical implications for both established and start-up businesses.