The founders of PareUp saw an opportunity to save food from going to waste by putting it on the plates of people looking to dine well on a budget. At first they imagined a service where users open their fridges to one another, but decided it would be uber creepy (pun intended) to apply the model of the sharing economy to half eaten jars of peanut butter and Greek yogurt. The breakthrough came with something bakeries were already doing–offering discounts on soon to be wasted food. They set out to scale that model to food services of all types. The folks at PareUp wagered on ethics as a driving force behind consumer habits. Far from early concerns that almost-stale bagels might give patrons the wrong idea about a baker, participation with this service only strengthens a brand and demonstrate it’s values to a new generation of customers, customers who have not just money to spend, but also fucks to give. “People care about businesses that care about people,” said co-founder and CEO, Margaret Tung.