Food waste startup Mill has secured a major partnership with Whole Foods Market to deploy its innovative waste management technology in all of the grocer’s stores beginning in 2027. This expansion marks a significant step for Mill, initially focused on residential food waste solutions, as it moves into the commercial sector. The deal aims to reduce landfill costs for Whole Foods and provide valuable data insights to minimize overall waste.
The agreement, announced this week, will see a commercial version of Mill’s bin installed in each Whole Foods location. These bins grind and dehydrate food scraps, primarily from the produce department, transforming them into a usable feed for egg producers. According to Mill co-founder and CEO Matt Rogers, this has been a long-term goal for the company since its Series A funding round.
Expanding the Reach of Food Waste Reduction Technology
Mill’s initial success came from selling aesthetically-pleasing and user-friendly food waste bins directly to consumers. This strategy, Rogers explained, was intentional. It allowed the company to build brand recognition, gather crucial data, and establish a loyal customer base. Many Whole Foods employees were already familiar with the technology through personal use, facilitating the partnership discussions.
However, relying solely on a single customer base presents risks. Rogers, drawing on his experience at Apple during the iPod era, emphasized the importance of diversifying revenue streams. He noted that Apple’s push for the iPhone was driven by a need to avoid over-reliance on a single product line. Similarly, Mill is actively building additional “legs to the stool” to ensure long-term stability.
Leveraging AI for Enhanced Waste Management
A key component of Mill’s commercial offering is its artificial intelligence (AI) powered system. The technology utilizes sensors to analyze food entering the bin and determine if it’s still suitable for sale. This capability, known as “shrink” reduction in the grocery industry, can significantly impact a store’s profitability.
Advances in large language models have dramatically accelerated Mill’s AI development. Rogers stated that developing similar technology at Nest previously required a large team and substantial resources. Now, with newer AI tools, Mill achieved superior results with a smaller engineering team and reduced costs. This efficiency allowed for a faster rollout of the commercial product.
Beyond Groceries: A Municipal Future?
The Whole Foods partnership isn’t Mill’s only expansion plan. The company is also exploring opportunities in the municipal waste management sector. Rogers indicated that they are actively working to build out this new business line, further diversifying their revenue sources and impact. This move aligns with growing efforts by cities to improve sustainability and reduce landfill waste.
Additionally, the data collected from the bins will provide Whole Foods with valuable insights into waste patterns. This information can be used to optimize inventory management, reduce overstocking, and ultimately minimize the amount of food that is discarded in the first place. The goal, according to Rogers, is to move “upstream” and address the root causes of food loss.
The company’s unique sales strategy, offering potential enterprise clients the chance to experience the product at home, has proven effective in generating interest and securing deals. This approach allows decision-makers to directly appreciate the benefits of Mill’s technology before considering a large-scale implementation.
Looking ahead, the full rollout of Mill’s technology to all Whole Foods stores is expected by 2027. The success of this initial deployment will likely be a key factor in attracting other commercial clients and expanding Mill’s presence in the broader sustainable solutions market. Further developments in AI and potential partnerships with municipalities will be important to watch as the company continues to grow.
The long-term impact of this partnership, and Mill’s broader expansion, remains to be seen, particularly as it navigates the complexities of scaling a hardware-based solution and integrating with existing waste management infrastructure.
