B
NARRATIVE VALUE
Certainty
●●○ medium
ABCDEFG
There is no confirmed −; independently verified + decide the position (B). No unreachable strike-through.= non-additive meter
As of: 2026-Q4Status: ActiveCeiling reason: No confirmed −
History2026-Q4BHistory grows each quarter
Too Good To Go: One more buyer for food that would go unsold. The letter is B; certainty is medium. Unconfirmed concerns are placed under “Watching.” (As of 2026-Q4; estimate based on public information.)
Main narrative
Bakeries and supermarkets have leftovers at closing time. There is nothing wrong with the food; it is thrown away only because there is no one left to sell it to. Too Good To Go, started in Copenhagen in 2016, created a way to buy a 'surprise bag' cheaply in that window. The shop reduces its waste and takes cash, the customer buys cheaply, and the food is not binned.
Registered users number more than 120 million across 21 countries, and partner outlets 180,000. Since 2016 it says 500 million meals have been saved and, by its own calculation, 1.3 million tonnes of CO2-equivalent emissions avoided. It holds B Corp certification and is, as a legal entity, a for-profit company. What it addresses is the small daily loss at the end of the distribution chain, which adds up to a portion of global food waste. For the buyer it is simply a cheap purchase — behavior changes without recourse to guilt.
One person’s story (N1)
+ A single story
The benefit appears collectively. There is a window of a few dozen minutes before closing, and in it the customer buys a bag without knowing what is inside. Instead of paying to dispose of the food, the shop takes cash; the customer gets food below list price. Partner shops and restaurants number 180,000 and registered users more than 120 million across 21 countries. Since 2016, 500 million meals' worth has escaped the bin and, by the company's own calculation, 1.3 million tonnes of CO2-equivalent emissions have been avoided. Behaviour changes without appeal to guilt. Nature of sources: program-official (figures calculated in-house) plus industry media.
Source nature: Too Good To Go / Progressive Grocer / T2 program-official and industry media. Positive effects are not used to offset negatives.
Positive / negative effects
+ effects
- The positive side of this assessment rests on the single story (N1) above and its source. A per-item ledger of positive effects has not yet been compiled for this organization.T2 program-official and industry media
Watching (unconfirmed; not counted in the assessment)- Reduction effects calculated mainly in-house
- growth pressure as a for-profit company
Looking ahead (not included in the assessment)- Continuing to expand countries and partner outlets.
A second look
Most of the reduction figures rest on the company's own calculations, with limited independent verification. There are also questions about whether cheap sales displace sales at full price, and whether the existence of the bags makes the generation of waste itself acceptable.
Sources
+N1Too Good To Go / Progressive Grocer｜Impact Report / Too Good To Go Expands Into 8 More Cities｜2026｜🔗
How to read this assessment
A Independently verified +, with no confirmed −
B Leans +, with independent backing
C Mixed. A confirmed − sets the ceiling, or much is unverified
D A serious confirmed − sets the ceiling
E A serious − reaches the core of the organization
F Serious and systemic, with little redeeming +
G Only extreme cases
Out of scope An entity whose core purpose is illegal
On hold Independent evidence is scarce on both + and −
- Reachable upper bound (ceiling): a confirmed − sets the ceiling, and independently verified + decide the position within it. + do not cancel out −.
- The weight of evidence is not symmetric: only confirmed − are counted; the volume of disputes or allegations goes under “Watching.” + are counted from independent evidence, while an organization’s own PR is treated as “reference.”
- Size is not value: scale is not used in the assessment. Matters that stay within money or competition—investors, shareholders, sanctions, trade secrets—are also excluded.
- The letter (assessment) and certainty (how reliable the information is) are separate axes.
This is a translation; the Japanese version is authoritative. The assessments here are generated automatically by AI based on published criteria. The operator does not alter individual results. Because they are AI-generated they may contain errors, and they are opinion and commentary, not statements of fact. Where evidence is insufficient, the entry is marked “On hold.” Requests for correction are accepted via the form.
Terms: Narrative Value = an assessment (A–G) of the distance between the narrative an organization tells and its reality / Ceiling meter = a visualization of the reachable upper bound / Watching = unconfirmed matters not counted / Protected stakeholders = people, animals, nature, and future generations. | Generated by: AI | As of: 2026-Q4 | Back to top