There are some folks who casually sniff yogurt that's weeks past its expiration date and declare it "perfectly fine," then there’s others who purge anything that has crossed the printed threshold. The date says it's expired, yet the product itself looks perfectly fine – no discoloration, no off smell, and contained in the proper refrigeration the entire time.
According to the AmbAI-YouGov survey, 66% of respondents identify as "cautious" about expiration dates, while just 23% describe themselves as "relaxed,” the remaining 11% consider themselves "extremely strict," tossing food even before the printed date.
This moment captures a staggering global paradox: while millions face hunger worldwide, Americans throw away nearly 120 billion pounds of food annually, roughly 40% of the entire U.S. food supply. And according to new research from the AmbAI-YouGov UK and U.S. household survey, more than three-quarters of consumers distrust expiration dates, yet 56% still discard food when it reaches that date, even when it appears perfectly edible.
The obsolete system we still trust
Today’s current dating system is both antiquated and fundamentally flawed. The "best before" labels originated nearly a century ago – with some colorful history involving Al Capone, who allegedly lobbied for expiry dates on milk bottles after a family member fell ill from spoiled milk. (Coincidentally, he had also cornered the market in printing machines for bottles.)
What's evolved since then is a system built for consistency, not accuracy. Static estimates assume perfect handling conditions when reality looks dramatically different. A carton of eggs refrigerated its entire journey from farm to kitchen might remain safe weeks beyond its printed date. Meanwhile, that harmless-looking chicken left in a hot delivery truck for hours could be dangerous long before its "use by" date approaches, with no visible signs of contamination.
The economic and environmental stakes
This disconnect costs the average American family between $1,600-1,800 annually in wasted groceries. Globally, the numbers are staggering: food waste generates 8-10% of greenhouse gas emissions while consuming precious water, land, and energy resources.
Recent events have only heightened the stakes. Amid inflation that's pushed grocery prices up since 2019, families throwing away perfectly good food feels increasingly indefensible. And as extreme weather events disrupt agriculture with growing frequency, protecting the existing food supply becomes even more critical. According to RTS research, food is the single largest component taking up space in U.S. landfills, making up 22% of municipal solid waste.
Beyond basic sensing: AI becomes ambient intelligence
While early innovations like temperature logging devices and color-based freshness indicators attached to food packaging have emerged, they offer only snapshots rather than comprehensive end-to-end monitoring from farm to fork. What's changing the operations of two of the world's biggest retailers is something technology analysts at Gartner call "ambient intelligence." This is the fusion of ultra-low-cost battery-free Bluetooth sensors the size of a postage stamp that tracks temperature from the farm to the customer’s fridge. In the not-too-distant future, these smart stickers will communicate directly with AI agents, or apps, running on phones and smart speakers.
This approach is what is dubbed as the rise of "physical AI," intelligent systems embedded in the physical world that interpret context and respond in real time.
Imagine milk cartons that know when they've been left unrefrigerated too long, or meat packaging that can tell your phone precisely how many days of freshness remain based on its actual handling history, not just a conservative guess printed weeks earlier. According to AmbAI research, 88% of consumers would prefer freshness information based on how food has actually been stored rather than just a printed date.
Early pilots with ambient intelligence systems have shown promising waste reductions in retail environments, while actually increasing food safety compliance. For example, a grocery chain implementing smart monitoring in its dairy department could potentially save hundreds of thousands of dollars annually in a single store while reducing customer complaints about spoilage.
According to AmbAI-YouGov research, 88% of consumers in the UK and United States would prefer freshness information based on how food has actually been stored rather than just a printed date. The findings clearly show that people don't want to guess. They want information they can trust.
Policy and industry momentum
The regulatory landscape is also evolving rapidly. The FDA's Food Safety Modernization Act Rule 204, with compliance now expected by mid-2028, mandates enhanced traceability for high-risk foods. In Europe, while Digital Product Passports aren't yet required for food, the precedent is clear – transparency and accountability are becoming regulatory priorities.
Major retailers are responding, as some have all launched pilot programs exploring dynamic pricing and smart labeling to reduce waste. And technology providers have announced initiatives to incorporate food freshness data into their consumer platforms.
The path forward
Shifting from static dates to dynamic freshness information won't happen overnight. But the convergence of technological capability, consumer demand, and regulatory pressure creates unprecedented momentum. The AmbAI-YouGov survey revealed that 72% of respondents reported feeling guilty when discarding food that might still be good, yet they do so anyway due to uncertainty about safety.
The opportunity extends beyond waste reduction. When retailers can verify optimal handling throughout the supply chain, premium products can command appropriate prices, farmers can be rewarded for quality, and consumers can make informed choices.
For food industry executives, the message is clear: those who embrace this transition will gain competitive advantage while contributing to a more sustainable food system. For consumers, the promise is equally compelling – greater confidence in food safety, less waste, and a smaller environmental footprint.
After a century of static guesswork, it's time for expiration dates to evolve. The technology exists. Consumers are ready. The planet can't wait.
