The demand for freshness can have hidden environmental costs.

While freshness is now being used as a term in food marketing as part of a return to nature, the demand for year-­round supplies of fresh produce such as soft fruit and exotic vegetables has led to the widespread use of hot houses in cold climates and increasing reliance on total quality control - management by temperature control, use of pesticides and computer/satellite-­based logistics.

The demand for freshness has also contributed to concerns about food wastage.

Use of ‘best before’, ‘sell by’ and ‘eat by’ labels has legally allowed institutional waste.

Campaigners have exposed the scandal of over­production and waste.

Tristram Stuart, one of the global band of anti­-waste campaigners, argues that, with freshly made sandwiches, over­ordering is standard practice across the retail sector to avoid the appearance of empty shelf space, leading to high volumes of waste when supply regularly exceeds demand.