Food Waste Champion: Fridge Friend
Meet Jonathan Roberts, co-founder of Fridge Friend, and our Food Waste Champion for the month.
1. Can you tell us a bit about yourself, your background and what led you to start Fridge Friend?
I’m the founder of the Zero Waste Project and co-founder of Fridge Friend. I’ve spent the past few decades working across business and sustainability, but more recently, I wanted to focus on something tangible that helps families every day. With three kids working alongside me, Fridge Friend is not just a business; it’s a family project with a global mission to reduce food waste and the cost of living.
2. What was the “aha” moment that sparked the idea behind your product?
The moment came when I looked in my own fridge and realised how much perfectly good produce was ending up in the bin. I had been supplying commercial-size filters for walk-in cool rooms in cafes and restaurants in my hometown, and thought, why don’t I design something simple that sits in the fridge and actively slows spoilage? That curiosity sparked years of testing minerals, materials, and designs, culminating in the birth of Fridge Friend.
3. Why is food waste an issue you’re personally passionate about?
Because it’s personal. We’ve all felt the sting of throwing out food we paid good money for. But beyond the household budget, food waste is a climate issue. If global food waste were a country, it would be the third-largest emitter of greenhouse gases. Helping families cut waste is one of the simplest ways we can make a difference: and it starts in the fridge.
4. Tell us about the Fridge Friend. How does it help prevent food waste, and what makes it so special?
Fridge Friend is a small device that sits in your fridge and uses a natural mineral blend to adsorb ethylene gas, excess moisture, and bacteria; the three main culprits of food spoilage. It’s special because it works with your fridge, not against it. No sprays, no refills, no complicated systems, just set and forget for up to three years.
5. What impact has your company made in terms of food waste reduction?
Since 2023, over 35,000 families have utilised Fridge Friend. Based on independent testing and customer data, we estimate we’ve helped save millions of dollars’ worth of food and prevented hundreds of tonnes of produce from being wasted. Every fridge we’re in makes a measurable difference.
6. What have been the biggest challenges, and perhaps opportunities, in developing or scaling the Fridge Friend?
The challenge has been education: helping people understand that food waste is happening right under their noses, even if they don’t see it. But that’s also the opportunity: once people try Fridge Friend, they’re usually blown away by how much longer their fruit and veggies last. Scaling internationally adds new complexities, from logistics to consumer trust, but it’s exciting to grow into new markets. Also, working with my three kids 😊
7. What is your biggest hope now that you are expanding into Canada?
That we can replicate the success we’ve had in Australia, not just in sales, but in helping families waste less and save more. Canada has high grocery costs, long winters, and families who value sustainability. My hope is that Fridge Friend can become a trusted staple in Canadian homes.
8. What has been your key success factor in inspiring people to prevent food waste?
Authenticity. We don’t shame people for wasting food, we empower them. Our messaging is friendly, science-backed, and relatable. We also show that preventing waste isn’t just about the planet. It’s about saving money, eating healthier, and feeling good about what’s in your fridge.
9. What’s one lesson you’ve learned as a leader in the food sustainability space?
That change doesn’t happen by pointing fingers. It happens when you make the better choice easier and more enjoyable. Whether you’re a parent packing school lunches or a chef in a commercial kitchen, solutions need to be simple and effective.
10. What else do you want to share with our audience?
That reducing food waste doesn’t have to be overwhelming. Start with your fridge — it’s the centre of most households. Products like Fridge Friend are tools, but the bigger picture is building habits that respect the food we buy, the money we spend, and the resources used to grow it. Small changes at home can add up to a massive global impact.
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