Published on February 8, 2025
Turning food waste into tasty, sustainable products
David Côté, co-founder of LOOP Mission, shares with us the origin of this initiative that combines innovation, sustainability, and the fight against food waste. It all started with a surprising and shocking discovery: one day, David and his partner Julie learned that over 20 tons of fruits and vegetables were being thrown away every day by one of Canada’s largest retailers. Why? Because these products didn’t meet the supermarkets’ aesthetic standards, even though they were perfectly edible.
That was the exact moment the idea for LOOP Mission was born: why not recover these rejected products and turn them into juice and other tasty products, while helping reduce food waste? This was the starting point of a clear mission: to offer healthy and sustainable products while tackling a major issue for our planet.
Carefully chosen ingredients, even if imperfect
At LOOP Mission, the basic principle is to recover fruits and vegetables that are often rejected because of their appearance. Sometimes it’s a small flaw, a slightly bigger spot, or a less vibrant color. But these foods are still perfectly good. “We’re not looking for aesthetic perfection; we want healthy products that respect the environment,” explains David. It’s a way to reduce food waste while offering nutritious products to customers.
Cold-pressed: the best way to extract flavor and benefits
When it comes to processing, LOOP Mission doesn’t compromise. For their juices, they use cold-pressing, a method that extracts juice from fruits and vegetables under pressure, without heat. This keeps all the nutrients and flavors intact, unlike traditional methods that can reduce quality. It’s not just about taste—it’s also about well-being. The beverages are more nutritious, fresher, and can be stored longer, without any added preservatives.
A growing company with a big dream
At first, LOOP Mission focused solely on producing juice from unsold fruits and vegetables. But very quickly, the company expanded its range to include smoothies, wellness shots, and even alcoholic drinks like their gin.
This growth is no coincidence: it’s a direct response to the demand for more responsible, yet convenient consumption. More and more people are looking for healthy, quick, and environmentally friendly alternatives. LOOP Mission meets this demand with its innovative products.
When Nutrition Meets Enjoyment
LOOP Mission products aren’t just good for the planet—they’re good for your health too. The drinks are packed with vitamins, minerals, and antioxidants thanks to fresh fruits and superfoods. Smoothies, for example, are full of plant-based protein, fiber, and vitamins, perfect for a quick boost, a balanced snack, or even a fast meal. And of course, nothing artificial: no added sugars, no preservatives, just wholesome natural ingredients.
Recipes with a Touch of Creativity
LOOP Mission’s recipes are born from creativity and ingenuity. The goal isn’t just to invent new flavors for fun, but to meet real needs. Sometimes, the company works with limited-quantity ingredients that might otherwise go unused. This limitation isn’t a choice, but part of LOOP Mission’s principle: selecting fruits and vegetables based on availability, often from surplus produce received from various farmers. In these cases, limited-edition products are created to give these ingredients a chance to shine and prevent waste. It’s also a way to encourage customers to try new flavors and raise awareness about the importance of reducing food waste.
A Future Focused on Sustainable Innovation
LOOP Mission’s goal is simple: to keep growing while staying true to its values. In the coming years, the company plans to expand its product range and explore new markets, with the mission of fighting food waste globally. The focus will be on innovation, sustainability, and strengthening partnerships with other eco-responsible players.
Recognition and Success
It’s not just the daily work that speaks to the mission. In 2021, LOOP Mission won the National Challenge for Food Waste Reduction and received a $1.5 million grant to continue growing. This award is a true recognition of its innovative business model and its contribution to a more sustainable future.
Proud to support local food in Quebec
Being a member of Aliments du Québec is a great source of pride for LOOP Mission. It shows their commitment to supporting the Quebec economy. At a time when people care more and more about where their food comes from, this membership proves that they are part of a movement that promotes local and responsible food.
Loop Mission is much more than just a juice company — it’s a real movement. A movement that shows it’s possible to combine innovation, food rescue, and respect for the environment, while offering tasty and nutritious products. Loop Mission is proud of how far they’ve come and excited about what’s ahead, while staying true to their mission: reducing food waste.
To learn more, visit their website: LOOP Mission - Fighting Food Wastet
