Messina’s Latest Limited Edition Flavour Is Food Scrap Gelato

Gelato Messina — the geniuses that brought us the beautiful combination of salted caramel, fudge and meringue, have concocted a new flavour — and this time, it's made from the ingredients we usually reject: food scraps. Dubbed 'Bread and Butter Pud for Good', the flavour will be available for one week only, starting July 18, to help launch and publicise Virgin Mobile and OzHarvest's #mealforameal campaign.

"[The flavour] will be a citrus spiced custard smashed with bread and butter pudding," says head chef and Messina partner Donato Toce, the guy that gets to eat half a litre of gelato every single freaking day. "These ingredients are what OzHarvest has in excess, so we thought this would be a good opportunity to make a unique flavour with that."

Messina has been donating to OzHarvest for the past three years, so this project is right up their alley. "It works in so well with what we do, we would never want something out there that's half-hearted," he says. "For us it's all or nothing, and that's why this Virgin campaign is such a beautiful thing; it's them giving 100 percent to the needy".

The #mealforameal campaign trades on our existing preoccupation with photographing our food. It encourages you to snap, crop, filter and share images of food to your heart's content. For every one image that you upload to social media with the hashtag #mealformeal, Virgin Mobile will donate one meal to OzHarvest. The target: 400,000 meals donated to charity.

OzHarvest is an organisation aimed at addressing the disparity between enormous waste on the food production end, and the multitudes of people who go without food on the other. In Australia alone, $8 billion worth of food goes to waste annually. OzHarvest actively tries to minimise this gap by distributing surplus food from participating restaurants to charities all over Australia.

It's a good partnership for Messina, who pride themselves on community engagement. "Messina is not just ours, it's everybody's," says Donato. "It's a neighbourhood thing and it’s the interaction with our customers [that] makes us what we are." There's a lot of people power in the long queues spiralling around the corner of their establishment.

You were going to wait for an indefinite amount of time for some of that creamy joy in a cone anyway. Now you have the extra pleasure of helping someone in need get a good meal at the same time.