Within the context of the circular economy, this article analyses how supermarkets can reduce food waste by implementing appropriate marketing strategies underpinned by digital technologies, such as Big Data predictive analytics. Little is currently known of the potential role of the emerging digital technologies in furthering the sustainability of supermarket chains in emerging economies. Thus, an original multiple case study has been conducted, involving six supermarket chains operating in Brazil and six farming distributors that produce fruit and vegetables (F&V). The findings show that actions towards food waste reduction based on the principles of the circular economy begin with an understanding of F&V stages of deterioration. Through such an understanding, a number of actions can be undertaken to reduce the negative effects of this deterioration. These include (among others) the management of prices, sales, operations, and purchases, all of which can be underpinned by such technologies as sensors and augmented reality in order to manage dynamic pricing, storage, and item display. The findings contribute to demonstrating how digital technologies can help supermarkets’ marketing departments in driving corporate sustainability while also benefiting both consumers and societal well-being.

在循环经济的背景下，本文分析了超市如何通过实施以大数据预测分析等数字技术为基础的适当营销策略来减少食物浪费。目前，人们对新兴数字技术在促进新兴经济体连锁超市可持续性方面的潜在作用知之甚少。因此，进行了一项原始的多案例研究，涉及在巴西经营的六家连锁超市和六家生产水果和蔬菜 (F&V) 的农业分销商。研究结果表明，基于循环经济原则的减少食物浪费的行动始于对食品和食品恶化阶段的了解。通过这样的理解，可以采取一些行动来减少这种恶化的负面影响。其中包括（除其他外）价格、销售、运营和采购的管理，所有这些都可以得到传感器和增强现实等技术的支持，以管理动态定价、存储和商品展示。这些发现有助于展示数字技术如何帮助超市的营销部门推动企业可持续发展，同时惠及消费者和社会福祉。