The purpose of Food Circle Supermarket is to tackle a current environmental and industrial epidemic; food waste, and meet an ever-growing consumer demand; healthy food, online and at discount prices. How do we do this? By purchasing in date and wholesome surplus food and drink direct from the manufacturer for a fair and mutually beneficial cost and selling online direct to the consumer at a discounted retail price, whilst promoting how to live a healthy lifestyle. We protect our suppliers' brands from price cannibilisation by providing a transparent route for their surplus stock, where our shoppers are educated on food waste and surplus, and do not see our supermarket as a discount store selling low quality products. We educate our shoppers on food waste and environmental change across all of our marketing platforms. We are working to end the stigma around surplus food, and want to make purchasing surplus a normal occurrence for the every day shopper, as well as making access to healthy food and drink more affordable for everybody. We also want to provide food and drink manufacturers a route for their surplus that is cost effective, transparent and reliable, whereby brand image is maintained.