How do you handle this kind of scenario? Let's say I run a grocery store, and I look at the shelf and see that my bananas are going to be coming to their best-before date sometime in the next week. So, I discount them to get them out. If I do that, then a consumer—and I'm guilty of this myself—will go and buy 12 bananas and eat really only four or five of them. The next five or six end up in the freezer for banana loaf. How do you prevent that from happening in the chain, so they don't just discount something to get it moved through? The waste still happens. It just may not happen on the retail side; it may happen on the consumer side.
Do you have any ideas or suggestions on that?