Introducing the Array of Groceries by Wholefood Unwrapped Collective
Gabrielle Pestinger recognized the excessive waste generated by plastic packaging in the hospitality and food service industries, much of which ends up in landfills. In 2018, she initiated the ‘Unwrapped’ project with the goal of reducing this waste by eliminating packaging in the food system. Instead, durable reusable containers are utilized to deliver farm-fresh produce directly from the source to the plate.
Benefits for Customers
Wholefood Unwrapped Collective (WUC) began as a modest endeavor in Gabrielle’s North Coburg residence, offering tofu, beans, and legumes. Initially, WUC operated as a community-based initiative through social media and garnered exceptional support from the local community. Customers enthusiastically embraced the concept, bringing their own containers to collect wholefoods and grocery items, thus popularizing the BYO container movement.
During her home-based operation, Gabrielle established a small container library where customers could borrow reusable containers and return them after use. As the popularity of WUC grew, Gabrielle expanded the range of offerings to include baked goods, dried fruits, and homecooked meals.
WUC now has a physical store on Sydney Road, where customers can conveniently order and collect their preferred wholefood items.
Benefits for the Business
In 2021, Gabrielle secured funding from Sustainability Victoria through the Circular Economy Communities Fund – Round 1. This grant enabled the business to lease a space on Sydney Road and expand its range of reusable items, such as stainless-steel containers from Returnr, sturdy polycarbonate tubs, crates, and reusable bags.
Gabrielle collaborated with suppliers to highlight the practical advantages of reusable items, emphasizing their affordability and efficiency. The suppliers found the reusable systems to be easily adaptable and cost-effective.
The Impact
Through the dedicated efforts of numerous volunteers, WUC has amassed a membership exceeding 2,400 individuals, with approximately 300 placing regular orders. A recent survey revealed that customers modified their behaviors by avoiding single-use packaging and purchasing only what they needed. Moreover, this business model fosters a strong sense of community.
WUC estimates that their reuse solution has diverted around 14.5 tonnes of waste from ending up in landfills.
What’s on the Horizon?
WUC remains committed to supplying fresh, locally produced food while also forging meaningful community connections. They are currently collaborating with Food Business Boost, an organization dedicated to empowering women from migrant and refugee backgrounds facing barriers and obstacles in accessing mainstream employment.
Furthermore, WUC continues to feature a diverse array of products, including East African breads, spices, samosas, Indian curries, tofu, and noodles, while also providing opportunities for small business development.
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