Déjà is a new, zero-waste pet food company with principles of circular economy at its core. Founder Clare Starke identified the resource of surplus deli meat generated in supermarkets as an excellent feedstock for high quality, minimally-processed pet food. She began working with Foodstuffs’ sustainability team in 2019 to identify the potential to sell the end product to customers in those same stores.
Extensive R&D has been undertaken in conjunction with the Massey University nutrition lab, Asure quality labs and FoodBOWL. While the product is destined for cats and dogs, Déjà is able to manufacture it out of a human-grade facility, as the ingredients are human grade.
At the time of entering these awards, Déjà was collecting from 10 stores in Auckland and the product was due to launch for sale in Foodstuffs’ stores in late 2020.