The vast majority of products sold in supermarkets have alternative uses, even after they have reached their "use by" date. However, these uses are not widely known, which is why most expired products end up in the trash. The REUSABLES recycling program relies heavily on social media platforms and influencers to spread the word about an easy and fun way to learn many life hacks that can be done with the products they buy at the supermarkets. Social and influencer plays a crucial role in promoting the program and encouraging their followers to participate in the movement towards sustainable consumption.

About one-third of all the food that's sold at grocery stores ends up being wasted when they reach their "use by" date, creating a massive food waste problem for the environment. "Use by" dates are typically printed on food products as an indicator of when the food is at its peak quality and freshness, according to the manufacturer's estimation. However, while the shelf life of these products, as we know it, is over, it doesn't mean they can't have a second life. That's why SuperMax supermarkets decided to do their part to minimize the problem of food waste by using the same foods they sell in their stores to create a fresh recycling program based on expired foods.

REUSABLES is an educational program meant to showcase the alternative uses of products sold in supermarkets by using an augmented reality filter, both on Instagram and the reusables.ai website. When you point your smartphone camera at the labels of participating products, the filter instantly transforms them into new ones to display their alternative uses once they expire, thereby preventing them from ending up in landfills. When the alternative uses are shown, you could visit the website to view the video tutorials on how to do the life hacks on each label. With this AR filter, we began an ecological movement to better understand and manage "use by" dates through education, alternative uses for food products, and innovation to ultimately reduce food waste and its associated environmental impacts.

The expiration dates on food products are contributing to a huge environmental problem. Supermarkets are part of this global issue. This is because 1/3 of all the food that's sold at grocery stores is wasted once it reaches its "use by" date. That's why SuperMax, the biggest online grocery store in Puerto Rico decided to be part of the solution to create a behavioral change among consumers to reduce reliance on "use by" dates as the sole indicator of food safety. Therefore, we took on the task of changing the negative perception of "use by" dates to a more positive one for the environment. We also wanted to generate conversation about the reusability of products to reduce waste. With this in mind, the REUSABLES movement was born, in which we used augmented reality technology to turn product labels in supermarkets into advocates for sustainability and educate about their alternative uses.

To showcase the alternative uses of products that you can buy in supermarkets and prevent them from ending up in landfills once they have expired, we created a filter that uses AR and computer vision to digitally change the "use by" label to "use for" with multiple life hacks for the environment. The filters were developed for the website reusables.ai and the Instagram platform, both of which directed users to watch videos that demonstrated step-by-step how to give the products a second life. SuperMax used all of their private label products for this environmental education program, and shortly thereafter, several globally renowned brands such as Skippy, Hellmann's, and Heinz, as well as major local brands of coffee, rice, and milk joined in to make reusability a new trend among the consumers. The filter is available to be used anywhere in the world where they sell the participating products.

"Reusables" has become the first Instagram filter that educates about food reusability to reduce waste. Since its launch, several globally recognized brands such as Heinz, Skippy, as well as several local brands of coffee, milk, and rice, have joined the REUSABLES movement. Over 30 media outlets have reviewed the initiative, receiving:

+10 million impressions

+1,000% engagement in filter usage vs. objectives

+400% increase in website traffic

Supermax is a local supermarket chain whose brand mission has always been to seek innovative solutions to improve the quality of life of Puerto Ricans and the Island. As a supermarket brand, they are aware that the products they sell generate a lot of waste in the environment. That is why they decided to be part of the solution and turn many of the products they sell into advocates for reusability. It should be noted that this supermarket chain is known in Puerto Rico for generating ideas that use data and technology to solve local problems. Last year, SuperMax created a digital tool called The Eye Tracker designed to reduce panic buying during hurricane season.