As sustainability becomes increasingly essential in shaping the future, the TONOWASTE project had the privilege of being part of the kick-off for the 2024/25 academic year at ESIC Business & Marketing School Comunidad Valenciana. Held yesterday at the iconic Ciutat de València Stadium of Levante UD, this year’s Case Zero event introduced new undergraduate students to a unique challenge: creating a sustainable business model with a zero-waste approach.
Themed around the ToNoWaste Chef initiative, students were tasked with designing a business concept focused on healthy eating while maximizing resource use to minimize waste. In an era where food waste and environmental impact are urgent concerns, this activity offered an invaluable opportunity to introduce students to the principles of sustainability, circular economy, and zero-waste practices from the start of their academic journey.
Promoting Zero Waste through Innovation
In teams, participants faced the real-world challenge of developing a signature dish using limited ingredients, pushing them to think creatively about how to use every resource to its full potential. The task extended beyond just the culinary aspect: students were asked to craft a long-term, viable business model centered on sustainability, resource efficiency, and waste minimization.
The students had to navigate a simulated market environment, where they encountered challenges such as fluctuating prices and tight budgets. These constraints mirrored the complexities that real-world businesses face, emphasizing the importance of leadership, negotiation, and strategic decision-making — all while keeping sustainability at the forefront.
Throughout the activity, students developed key professional skills such as teamwork, problem-solving, and critical thinking. They also learned how to cultivate resilience in the face of unpredictable circumstances, such as market price shifts — a reality in today’s business environment. This hands-on approach allowed them to tackle sustainability challenges in a dynamic and engaging way, preparing them to lead future initiatives with a zero-waste mindset.
At the end of the day, teams presented their business models and dishes to their coaches, who evaluated the creativity, feasibility, and sustainability of each proposal. This comprehensive approach reinforced the importance of not only coming up with innovative ideas but ensuring that they can be practically implemented in the real world.
A Collaborative Effort for a Sustainable Vision
We at the TONOWASTE project are thrilled to see such dedicated engagement from the next generation of business leaders. By integrating sustainability into business education from day one, we are confident that initiatives like ToNoWaste Chef will inspire students to continue exploring innovative ways to reduce waste and create a more sustainable future.
A special thanks to the entire organizing team, teachers, student coaches, at ESIC, the E-society and debate club for their enthusiastic participation. Together, we are fostering a new wave of sustainability-minded professionals ready to tackle the challenges of tomorrow.
You can see the summary of the session created by ESIC at: https://www.youtube.com/watch?v=VMmD0_Zaca0