This article introduces the findings from ECR research undertaken by Eindhoven University on the relationship between lost sales (a function of empty shelves, a lack of abundance and poor freshness) and food waste. What they found was a perfect relationship and a 'Frontier', in essence, reduced food waste can often imply an increase in lost sales, and vice versa. To 'crack' the Frontier, the researchers developed an important new metric: the Fresh Case Cover, to help determine the actions organisations could take to prevent food waste and shift the frontier to a more favourable location. The primary levers identified were extending shelf life, increasing daily sales, shortening the supply chain and reducing the minimum ship quantity.