Some of the most compelling arguments for a company ‘going green’ is that it will save money, enhance profitability, and generate more business. But it's not just Greenpeace making this argument - it’s traditional management consulting firms.

A growing number of Americans are supporting their local food markets, and it's not just because they want fresher produce. As awareness of the environmental benefits of local food markets increases, shoppers have developed a taste for food that aligns with their values.

Over the last decade, brands have made a real effort to ‘go green’ – and they expect a positive response. But a study by Yale suggests that people are actually less likely to buy if the environmental benefit seems intentional. So how should a brand demonstrate its green credentials?

Food waste from restaurants and supermarkets in the US represents $165 billion of missed profit. Responding to this, PareUp caters to a conscious clientele by partnering with cafés and stores to promote surplus unsold foodstuffs, reducing waste and passing on discounts.