Fighting Waste

Fuelling Creativity

How a subtle change in messaging could pay dividends

Opportunity Unboxed

Our analysis of your Trustpilot reviews shows that Oddbox has built a strong brand on sustainability. Customers love the mission and are passionate about the produce.


But there’s a smaller, high-value group whose loyalty runs even deeper. These customers are not just eating differently. They’re thinking differently.


They see Oddbox as a creative springboard - a way to experiment, discover and cook in more imaginative, waste-reducing ways. When they mention how they like your recipe suggestions and being creative in the kitchen, they rate Oddbox more highly than reviewers who don't mention this theme.


But this 'Kitchen Creatives' audience is under-represented in the conversation.


Kitchen Creatives

Our group of Kitchen Creatives are more likely to order boxes regularly and for Oddbox’s role in reducing food waste to resonate more with them.


Interestingly, they are less likely to emphasise themes like value for money or quality/freshness -  suggesting that they are motivated more by curiosity and inspiration rather than price or produce perfection.




Inspiration May Drive Retention


What stands out is the creative mindset of this group. These are customers who enjoy being surprised, who are excited by the challenge of using up unusual produce and who see their Oddbox delivery as more than just groceries - it’s a springboard for meal ideas.


This aligns well with Oddbox’s sustainability mission: turning food that would otherwise be wasted into something useful. But it also opens up a subtle shift in emphasis from simply rescuing food to celebrating what can be created from it.

What now?


  • Celebrate creativity. Shift tone subtly to emphasise the fun and challenge of cooking with odd produce. Frame the box as an experience, not just a delivery.


  • Amplify recipe inspiration. Recipes are already valued so build on that. Consider:
  • Email nudges tied to what’s in the box
  • Social content showing “what I made”
  • Website features or filters for creative meals


  • Champion your creative cooks. These customers are loyal, mission-aligned and vocal. Spotlight them. Let them lead the conversation and inspire others to engage more deeply.


Oddbox doesn’t need to change course. But there’s real potential in turning rescued veg into remarkable meals and making that joy part of the brand story.