With the world's population on track to exceed nine billion by 2050, it's crunch time for a solution to sustainable food production. However, undermining efforts to feed the planet at every step are our attitudes to waste. Around a third of the total food produced in the world currently gets thrown away, with citizens of rich countries by far the worst offenders. For businesses in the food industry, fluctuating customer demand and inadequate access to data make it difficult to get quantities right. Innovating the supply chain is a clear solution to improving waste and delivering the kind of food services that consumers want.