MyFood Matters / Circular Food Equity

Our revenue model relies on gamification of sustainable behaviour, i.e. the more engaged consumers are with zero food waste, the more rewards they will get (positive reinforcement). We can be financially viable through promotion of reward programmes (sponsored by retailers/merchants). At the time of this writing, there are no services that gamify sustainable habit and behaviour with positive reinforcements. While there are behavioural apps such as Habitica and Fabulous, they are goal-oriented but not specialised towards positive reinforcements to achieve zero food waste, hence excluding how behaviour is also shaped by external environment.