The power of a food truck: Food Cloud leads the way in experiential marketing

Founded in 2013 by the power duo Aoibheann O’Brien and Iseult Ward, FoodCloud’s mission is simple - to redistribute as much surplus food as possible.

The company is tackling the issue of food waste at scale, redistributing surplus food that would otherwise go to waste by creating innovative tech solutions to connect businesses, such as retailers and farms, with charities that need food.

To date, FoodCloud has saved an astounding 150,000+ tonnes of food from being wasted - the equivalent of 350+ million meals. This food gets redistributed to more than 650 charities and communities in need each year in Ireland and over 4,000 internationally. Just wow! By 2030 FoodCloud aims to have rescued enough food to have provided 1 billion meals.

It’s a large-scale social enterprise. The latest accounts for FoodCloud show income of almost €13 million in 2024, coming from a diverse mix of revenue streams, grants and donations. All income is reinvested back into their mission.

Food waste is a major contributor to climate change. 40% of all food produced worldwide is wasted and food waste contributes to 10% of global emissions.

The food truck 

The FoodCloud Kitchen food truck brings the brand’s mission to life in a way that’s mobile, interactive and memorable.

The food truck transforms the abstract idea of food waste reduction into something tangible and enjoyable, allowing people to see, smell and taste what FoodCloud stands for. An example of an immersive activation at its best.

I got the opportunity to experience the food truck in action on site at FoodCloud’s bustling Dublin Hub this summer.

It was volunteer appreciation day and the food truck was in full swing to give thanks to their many volunteers, the heart of the company’s operations. The buzz was electric, with everyone sharing a meal together alongside a good dose of banter and laughs.

The FoodCloud chefs are the stars of the show, using perfectly good ingredients that would otherwise go to waste to prepare each dish.

On the menu that day: Cajun chicken with crunchy peanut butter slaw and coriander rice; a buddha bowl with rice, roasted veggies, beetroot slaw, red pepper hummus, honey roasted chickpeas and crunchy corn. For dessert, we were treated to oreo cheesecake and banana and caramel muffins.

The food was utterly delicious.

The truck pops up at community events and festivals throughout Ireland, such as Bloom Festival and the Ballymaloe Festival of Food. It can also be hired for corporate events.

Top marketing wins

I asked the FoodCloud marketing team for the top marketing wins the food truck brings for the company - here’s the areas they highlighted.

Education and changing minds

By showing how surplus ingredients can be turned into fresh, nutritious meals at home and in our communities, the truck provides an opportunity to educate the public in real-time while offering a positive, hands-on brand experience.

It provides a fun and creative way to start conversations around the climate impacts of food waste.

It also helps challenge people’s perceptions of what they might think of as food waste, giving them creative ideas for how to make simple and quick meals from food they would have otherwise thrown away.

“It’s not waste, it’s an abundance of food. Shifting mindsets is important to help minimise food waste and serve our vision that no good food goes to waste,” said the FoodCloud marketing team.

Brand awareness 

Brand awareness gets a major boost from the truck’s visibility. Unlike traditional marketing channels, a food truck is constantly on the move, attracting attention wherever it parks.

From urban centres to rural festivals, the truck allows FoodCloud to reach a wider audience, bringing its message directly to new customers and potential supporters.

The eye-catching blue brand colour and unique concept naturally draw in curious passersby, many of whom may be learning about FoodCloud and food waste for the first time.

Community building 

The food truck provides an unparalleled opportunity to foster face-to-face interactions with customers and deepen community around the FoodCloud brand - gold for any marketer.

The food truck creates a buzz around the brand, creating memorable experiences that can strengthen customer loyalty, connection and trust.

“It’s about inspiring through action,” said founder Aoibheann O’Brien to The Irish Examiner. “People are intrigued when they see the truck… Food is a really powerful and important way of connecting people.”

User-generated content 

Each appearance of the truck has the potential to generate social media buzz and user-generated content — strengthening FoodCloud’s digital presence and public profile.

The colourful visual aesthetic, the lively atmosphere of the event, and the delicious food on the menu make it perfect for photo and video content that customers can share online.

This helps to expand reach organically and build brand authenticity.