Exercise 1: Market Research (Sylvia Wong Qian Rou 0138636)

Rescue Food Research

 

NGO Introduction

     1.    What is the name of the NGO?

The name of the is NGO The Lost Food Project (TLFP). This is a Malaysian non-profit organization based in Kuala Lumpur, focusing on preventing food waste and providing nutrition to the hungry population. TLFP collaborates with local charity homes, supermarkets and manufacturers in Malaysia to attend to the needs of the local communities directly (The Lost Food Project, n.d.-a).TLFP’s unique model of rescue and redistribution has made it a key player in Malaysia’s hunger relief efforts and an important advocate for food security and climate action.

2.    What type of NGO is The Lost Food Project (TLFP)?

TLFP is the NGO organization that emphasizes environmental and humanitarian concerns, more specifically on hunger, food insecurity and food wastage prevention. It gathers food materials with business partners and provides them to the needy people. It lies at a cross point between social welfare and climate action and hence it is a unique model of a dual-purpose NGO. TLFP is not allied to any political or religious organization and is open to people like all others. (same resources)

3.      What is The Lost Food Project (TLFP)’s tagline or message?

TLFP’s tagline or message is “Feed the hungry, not the landfill.” This simple yet powerful message captures the heart of what the organization does, which shows that TLFP is concerned with both the risk of hunger and the negative impact of food waste on the environment. This tagline is short but effective as it reminds citizens that it is not only about wasting food, but it is about unfairness and missed opportunities too. This message is part of the TLFP campaigns, educational activities and collaboration to encourage more people to reconsider their consumption patterns and join a more sustainable, compassionate food system. (same resources)

Evolution Journey

    4.     When was The Lost Food Project (TLFP) started?

TLFP was officially founded in 2016 (The Lost Food Project, n.d.-a), starting as a grassroots movement with just a handful of volunteers and is an initiative of a volunteer by the name Suzanne Mooney, who observed that a great amount of good food was wasted in supermarkets. At first, they are starting with the informal work of gathering food through the help of personal vehicles, the movement immediately expanding (OptionstheEdge, 2019). In several years, TLFP grew to be an official NGO that had functional warehouses, adequate logistics and charity partners.

5.     Who were the founders or key initiators of The Lost Food Project (TLFP)?

TLFP was started by Suzanne Mooney, who was motivated to get action when she realized that many foods were being thrown away in Malaysian supermarkets while people around her struggled to eat (Tatler Asia, 2023). Besides, Suzanne Mooney and a group of similarly thinking volunteers began to have rescues of food, after which she registered the TLFP as a complete NGO. Her leadership and personality stimulated corporations and local communities. Under her guidance, the organization grew from a volunteer initiative to a structured NGO with a professional team, strategic partnerships and national outreach.

     6    What problems inspired the creation of TLFP and TLFP’s first food rescue partner or project?

The problem that inspired the creation of TLFP was the fact that there was wastage of edible food while many Malaysians were still starving, especially in urban areas. Suzanne Mooney and her team realized that this was a wasteful and injustice situation. In addition, one of the first food rescue partners TLFP formed was Ben’s Independent Grocer (BIG). They started to gather short-dated and unsalable foodstuffs at BIG and give it out to an expanding system of charity homes and community kitchens. Under this first contract, TLFP recovered and redistributed unsold fruits and vegetables (Tatler Asia, 2023) to contribute to local charities, which was an important initial step towards eliminating the problem of food waste and way of increasing food security in Malaysia.

Core cause and SDG

    7.     What is the main cause that The Lost Food Project (TLFP) supports?

The main cause TLFP supports is the struggle against food waste and hunger. TLFP concentrates on the rescue of good-quality but edible food that would be wasted otherwise and its redistribution among people who need it most. These are the poor families, orphanages and refugee groups. TLFP is aware that hunger in Malaysia is a result of waste rather than the insufficiency of food substances by over-production, excessive retail requirements and poor inventory practices. Therefore, TLFP will address this imbalance. (same resources as Q1)

8.   How does The Lost Food Project (TLFP) help reduce food waste?

TLFP eliminates food wastage by means of a method called food rescue, by which they take in surplus food available in supermarkets, food manufacturing companies, farms and bakeries. This food is consumable but cannot be sold because of the damage in packaging, close date of expiry and excess quantity (UEM Edgenta, 2024). TLFP has come up to an effective logistical system to gather and sort this food, then use the volunteers to distribute the food in an orderly way. The rescued food goes to feed thousands of people each week.

     9.     Which UN Sustainable Development Goal does The Lost Food Project (TLFP) directly support regarding zero hunger?

TLFP directly supports Sustainable Development Goal 2, “Zero Hunger”. The aim of this goal is to eliminate hunger, the achievement of food security and nutrition improvement in the world. By rescuing food and supplying it to low-income families, such as poor families, the homeless and refugee groups, TLFP can reduce the number of people who get who go hungry every day in Malaysia. Actually, most of the communities where the TLFP offers food are not eligible for government aid, but can hardly afford decent meals. Through the delivery of food, the burden of TLFP becomes less and people get an opportunity to eat every day and regain dignity under the threat of hunger. It also makes the businesses and the people aware of their roles towards food security. (same resources as Q1)

10.  Which Sustainable Development Goal does The Lost Food Project (TLFP) support related to climate action?

TLFP also contributes to Sustainable Development Goal 13, Climate Action because by avoiding landfills where uncooked food gets decayed and releases methane gas as a significant factor in global warming(same resources as Q1). Global studies claim that food waste would rank as the third largest, in terms of greenhouse gas emissions, in the event it were a country. Indirectly, TLFP can fight climate change by reducing these emissions through rescuing food. By supplying the meals, their work thus secures the environment by reducing excess pollution to the environment by the food industry (United Nations, n.d-b.). This ultimately minimizes the amount of food waste produced by Malaysia in the long term and increases accountability towards waste disposal. They use their public campaigns to educate students and families on the impacts of their daily food choices and contribute to developing long-term behavioral change as well.

11   Why is rescuing food important for the planet and the people?

The importance of food rescue is not only to solve two acute problems, such as hunger and environmental degradation at the same time. In the world, about one in every three foods produced remains wasted, but many people still sleep hungry (United Nations, n.d-a.). It is not different in Malaysia, where tons of good food are wasted daily as some communities lack money to even eat a basic meal. The activities of TLFP food rescue eliminate such waste of food, doing good by providing it to the people who need it the most. Simultaneously, through the minimizing of waste, TLFP will mitigate the production of toxic fumes from the food riots in landfills. Turning unused food into food for people and saving the planet, food rescue has been staying as one of the most potent and cost-effective efforts on our part to create a brighter future.

 

Mission and Vision

    12.  What is The Lost Food Project (TLFP)P’s mission in one sentence?

The official mission statement of the TLFP can be expressed as follows “Together we can eliminate hunger in Malaysia”. It is just a few words, yet expressive of the conviction of the NGO that hunger is an unsolvable problem, not because we need to have more food but because there must be a better system of distribution of food. The mission of TLFP is based on the concept of group effort. It urges people, companies, societies and governments worldwide to collaborate to make sure that nobody is left behind concerning food. The mission also serves as an indication that TLFP is a movement, rather than a charity and intends. In fact, to transform the way people perceive food waste, fairness and their role in acquiring social responsibility. (same resources as Q1)

13.  What is The Lost Food Project (TLFP)’s vision for Malaysia?

The vision of the TLPF is having a vision of a waste-free Malaysia, where not a single piece of good food is wasted and no human being is starving. TLFP wishes that food rescue would be a widespread custom in the country and not only among NGOs, but also the usual civic duty of businesses and individuals. They strive to become one of the top food rescue non-governmental organizations in Malaysia, known to have created a long-lasting change in relation to the problem of hunger and food sustainability. They do not see their vision as just feeding people, but they want a change of heart, they want society to appreciate the worth of food, waste less and be more concerned about the needy. Inclusion of fair and caring treatment of people as well as taking care of the planet is in the vision of TLFP through education, awareness and collaboration. (same resources as Q1)

 14.  What are the three main values TLFP believes in?

The Lost Food Project (TLFP) is firm on three main values “Passion, Fairness, and Generosity”. Passion is the interest in the mitigation of food waste and assistance to people in need and the main thrust that leads their team and volunteers to work hard each day. A sense of fairness is something they do believe because for them, there is no reason not to give people good food regardless of their origins, finances or situation. Besides, generosity is giving without taking anything from donors and the time of the volunteers, such as the community helps. These are values informing the work of TLFP, and contributing to the establishment of a kind, respectful and equal system in which both people and the planet will be taken care of (The Lost Food Project, n.d.-b).

 15.  What does The Lost Food Project (TLFP) hope to eliminate in Malaysia?

The aim of TLFP is to do away with food wastage and the absence of food in Malaysia. The organization feels that no one should starve when edible food is wasted in large amounts daily. TLFP wishes to develop a system in which excess food will not end in the landfills, but rather in the hands of those who need it most, particularly those who are not able to afford meals that are regular and consist of healthy. They don’t want to simply feed people in the short run, but they want to develop a sustainable solution that will minimize wastes, preserve the environment, and live sustainably. The knowledge of citizens, collaboration with companies and developing partnerships with the community are some of the ways that will lead to creating a Malaysia where food is appreciated and distributed equitably, and where the problem of hunger disappears daily and becomes a memory for vulnerable groups. (same resources)

 

SWOT analysis

        16.  How does The Lost Food Project (TLFP) get free support from food businesses?

TLFP receives free support from food businesses through strategic partnerships and corporate social responsibility (CSR) initiatives. Supermarkets, manufacturers, and food suppliers give surplus foods that have been previously cooked, are safe to eat, yet cannot be sold. TLFP simplifies the process of donation since they collect the food themselves and handle it safely. Tesco, AEON and Nestle are examples of business organizations that contribute to TLFP since it enables these companies to minimize wastages and enhance their reputation. These collaborations enable TLFP to save huge portions of food and distribute it to the needy people. ( same resources)

 17.  Why is storage a challenge for The Lost Food Project (TLFP)?

Storage is a challenge for TLFP because the amounts of food that the TLFP rescue are mostly fresh or perishable foods such as dairy products, fruits, vegetables and bread (The Lost Food Project, n.d-b). This is since these items need to be kept at the appropriate temperature and consumed within a short time before they get spoiled. TLFP requires huge and cold rooms, neat and orderly warehouses where food can be sorted, stored and distributed safely. Nevertheless, the cost of storing cold and warehouse facilities might be high, particularly to a non-profit making organization which operates on donations. In case the food is more and the storage is less, a part of the food would go bad before it could reach the human population (UEM Edgenta, 2024). This makes storage a continuous problem that restricts the amount of food that TLFP can save and distribute each week.

       18.  Why is public education a good opportunity for The Lost Food Project (TLFP)?

One of the most significant opportunities that TLFP enjoys is public education, since the issues of food waste and hunger are relatively obscure to many people. TLFP can influence long-term behavior change by educating the masses, especially the students and the youth, in terms of buying only what is necessary, reading the food labels and donating rather than discarding the food (The Lost Food Project, n.d.-b). The benefit of public education is that more individuals would be informed about the mission of TLFP and various donations and volunteers may be raised. These messages can best be disseminated in schools, universities and groups in the society. According to workshops, speeches and campaigns, TLFP will be able to make a more responsible and caring society in which people value food and help those in need.

19.  What is a possible threat to The Lost Food Project (TLFP)’s food supply?

The issue of high food prices and decreasing surplus by businesses will undermine the food supply at TLFP. An increase in the prices of food may reduce the amount of extra food available at the supermarkets and suppliers to give away because they need to sell all their goods and they cannot make a loss. It implies that TLFP might end up getting fewer donations, even though most people are in need when the economy is bad. This causes the problem that although the demand for food rises, the supply declines. Thus, it becomes less likely that TLFP can assist as many persons as possible. This risk demonstrates the degree to which the work of TLFP is sensitive to the variations in the food industry and economy. (same resources as Q1)

 

Latest creative campaigns

    20.  Which 2023 campaign involved DKSH and rescued 83,000 meals?

In February 2023, DKSH joined The Lost Food Project (TLFP), the initiative against food insecurity in urban Malaysia. Through the strength of DKSH in the field of logistics and distribution, the campaign received around 29 tons of excess food stock all over their supply chain, consisting of vegetables, canned foods, dairy and condiments. These products were reallocated by TLFP to over 60 charity partners and distributed by them to feed the vulnerable groups, including the elderly, orphaned children, the physically challenged, refugees and the low-income B40 groups. Combined this initiative delivered approximately 83,000 meals and avoided an estimated 72 tons of CO2 emissions (DKSH, 2023), demonstrating that corporate NGO partnerships can result in a potent social and environmental impact (Mini Me Insights, 2023).

     21.  What kind of product did Wall’s Malaysia donate during their “Makes It Happier” campaign?

During the “Makes It Happier” campaign in August 2024, Wall’s Malaysia donated 23,000 ice cream treats to underserved communities through TLFP (Akashah, 2024). One delivery of TLFP partners was carried out in weekly batches of these frozen desserts. They also used a moving ice cream truck to spread more happiness around and go around the Klang Valley and give ice cream at various places such as 7-11 stores and community centers at no charge, giving out ice cream on the spot. Apart from that, the campaign was created so that there would be fewer extra portions of ice cream wasted. On the other hand, they wanted to create happy, memorable moments of people who may rarely afford such pleasures. With emotional wellbeing tags and food rescue being combined, the new campaign revealed the concept embraced by Wall that happiness is best when shared, which also reflects the mission of TLFP or fighting food waste and hunger.

22.  What unique vehicle was used during the Wall’s campaign?

n one of their campaigns in August 2024, during the Wall Foods Malaysia participate in an event called Makes it Happier, they parked a roving ice cream truck to cheer governmental discussions on abductive reasoning, which involves looking backwards in time to make it happier in the Klang Valley. This truck-on-wheels toured places such as 7-eleven stores and community centres and dished out 23,000 free ice creams to needy families and shelters, all orchestrated by the TLFP network. The tone and friendliness of the truck used in the mission was a positive and animated medium to spread the word of food waste, about the importance of TLFP in spreading a ray of happiness in various communities. (same resources)

 23.  What company helped The Lost Food Project (TLFP) rescue pet food for shelters in 2024?

TLFP collaborated with UEM Edgenta Berhad in 2024 to open the very first pet food rescue program ever to be started in Malaysia, an innovative and pioneering project which united environmental sustainability with animal welfare. In this partnership, TLFP was able to salvage about 12,724 kilograms of excess pet food, most of which were close to their expiry date or those that did not meet the aesthetic standards. This pet food was subsequently redistributed to over 50 animal shelters, rescue organizations and independent feeders and an invaluable lifeline to animals has been delivered, at the same time ensuring that quality pet food did not go to waste. Another factor that demonstrates the wider effect that TLFP is having on the environment is that aggravating 36,935 kilograms of CO2 emissions (UEM Edgenta, 2024) being avoided with the campaign represents a wider environmental impact of the initiative through innovative rescue strategies.

     24.  What are simple ways individuals can reduce food waste at home?

There are many easy and practical ways people can prevent the wastage of food at home. First, people can plan meals and purchase only what is necessary in advance. For example, they make a shopping list and check what is already in the fridge or the pantry, which will prevent the over-purchase of items. Second, taking care of food correctly by storing vegetables in an air-tight container or learning to freeze the leftovers would make food last longer. Third, knowing food labels like best before and expiry dates is useful. So much food is edible even after the best-before date and people should not discard all these things too soon. One can also creatively use leftovers, such as preparing soups, stir-fries or sandwiches. Lastly, you can begin composting your food waste leftovers like peels and eggshells or in a small compost bin to save your waste and save the environment (US EPA, 2024). Such simple steps, performed regularly, could have an enormous impact on making it easier to reduce food waste and maintain a more sustainable life.

 25.  What kind of skills can students gain from volunteering with The Lost Food Project (TLFP)?

Volunteering with TLFP gives students a valuable opportunity to develop both practical and personal skills. For instance, they can learn teamwork, communication and time management (Indeed Editorial Team, 2025). Therefore, they get to know how to sort food donations, cooperate with others and solve problems during distribution (Career Guidance Council, 2023). It also creates a sense of empathy, leadership skills and a greater awareness of social and environmental problems, which are beneficial in school and later in a career. difference in terms of reducing food waste and leading a more sustainable lifestyle.

 

 

Individual Reflection

Short Summary

My motivation behind researching The Lost Food Project (TLFP) is that I did not think that people should starve as others waste food. My parents volunteered with others NGO occasionally and they inspired me further to know more. My questions also revealed more about the mechanism behind the operations of TLFP to salvage excess food and provide such to the vulnerable populations. I also looked at what products the UOW students are interested in and how I could create an awareness-raising campaign booth. It made me learn not only about food waste, but also how small actions such as volunteering or sharing food can make a big difference in people’s lives.

 

 

References

Aishah Akashah. (2024, August 14). Wall’s Malaysia makes it happier with 23,000 ice cream donations in collaboration with The Lost Food Project. SYOK. https://en.syok.my/lifestyle/walls-malaysia-donation-lost-food-project

Career Guidance Council. (2023, November 18). Benefits of volunteerism. https://careerguidancecouncil.org/benefits-of-volunteerism/

DKSH. (2023, February 2). DKSH partners with The Lost Food Project to combat urban poverty in Malaysia. Retrieved from https://www.dksh.com/global-en/home/media/news/dksh-partners-with-the-lost-food-project-to-combat-urban-poverty-in-malaysia

Indeed Editorial Team. (2025, April 14). 10 skills you gain from volunteering (plus how to use them). Indeed Career Guide. https://hk.indeed.com/career-advice/career-development/skills-you-gain-from-volunteering

Mini Me Insights. (2023, February 3). DKSH partners with The Lost Food Project to combat urban poverty in Malaysia. https://www.minimeinsights.com/2023/02/03/dksh-partners-with-the-lost-food-project-to-combat-urban-poverty-in-malaysia/

Project Food Box. (2024, March). Food waste reduction: simple steps to make a difference. https://projectfoodbox.org/blog/food-waste-reduction-simple-steps-to-make-a-difference/

Tatler Asia Limited. (n.d.). The Lost Food Project is on a mission to reduce food waste, saving the planet in the process. Tatler Asia. Retrieved June 26, 2025, from https://www.tatlerasia.com/power-purpose/ideas-education/the-lost-food-project-founder-suzanne-mooney-on-saving-surplus-food-and-the-environment

The Lost Food Project. (2024, February 5). UEM Edgenta and TLFP launch Malaysia’s first pet food rescue project. https://www.thelostfoodproject.org/news/uem-edgenta-pet-food-rescue

The Lost Food Project. (n.d.-a). What we do. Retrieved June 25, 2025, fromhttps://www.thelostfoodproject.org/what-we-do

The Lost Food Project. (n.d.-b). About us. Retrieved June 25, 2025, from https://www.thelostfoodproject.org/about

Thermo-Kool. (2022, November 11). How to help food banks keep perishable food safe. https://www.thermokool.com/blog/how-to-help-food-banks-keep-perishable-food-safe

U.S. Environmental Protection Agency. (n.d.). Preventing wasted food at home. Retrieved June 25, 2025, from https://www.epa.gov/recycle/preventing-wasted-food-home

UEM Edgenta. (2024, October 11). UEM Edgenta champions Malaysia’s first pet food rescue with The Lost Food Project, rescuing 12,724 kg of surplus pet food. https://www.uemedgenta.com/media/news-announcements/uem-edgenta-champions-malaysias-first-pet-food-rescue-transforming-animal-welfare-and-sustainability-with-the-lost-food-project

United Nations Environment Programme. (n.d.). Why do sustainable development goals matter? Goal 2: Zero Hunger. Retrieved June 25, 2025, from https://www.unep.org/topics/sustainable-development-goals/why-do-sustainable-development-goals-matter/goal-2

United Nations. (n.d-a.). Goal 13: Take urgent action to combat climate change and its impacts. Retrieved June 27, 2025,from https://sdgs.un.org/goals/goal13

United Nations. (n.d-b.). International Day of Awareness of Food Loss and Waste. Retrieved June 27,2025, from https://www.un.org/en/observances/end-food-waste-day/

Western Connecticut State University, Community Engagement. (n.d.). Benefits of community service. Retrieved June 26, 2025, from https://www.wcsu.edu/community-engagement/benefits-of-volunteering/

Yeap, S. (2019, June 11). The Lost Food Project rescues surplus food to feed the hungry. Options, The Edge Malaysia. https://www.optionstheedge.com/topic/people/lost-food-project-rescues-surplus-food-feed-hungry