”Svinn for the win” consists of a series of articles with the ambition to investigate the Swedish food waste, based on the food waste report ”Från jord till bord” published by the consortium Swedish Environmental Emission Data (SMED) and the Swedish Environmental Protection Agency in 2011. The report stated the Swedish food waste is at an alarming level, affecting both the environment and the economy. The report also stated that most of the Swedish food waste – largely consisting of food products still edible – was carelessly thrown away by the households, making the individual consumer a kind of national scapegoat in the eyes of both the public and the media. However, critical reviews of the above mentioned food waste report, coupled with newly published research material about consumer culture shows that the households are not solely to blame. The Swedish food waste is a far more complex apparatus controlled and organized by the food industry, which creates a reliable consuming society, boosting emerging economy and profit maximization. The porpose of this journalistic work is therefore to shed new light to this food waste problem and to nuance a vast social problem that more often than rarely – both from a public and medial perspective – simplifies rather than to clarify. The ambition is to inform the reader of what really constitutes the Swedish food waste, to clarify that one simply can’t point the finger at the individual consumer without knowing about the market strategy inflicted by the industry. Furthermore, the aim of the attached reflection paper is to discuss the working progress throughout this journalistic article serie, explaining the difficulties and the challenges along the way, motivating the methods, the ethical standpoints, theories about news values, the limitations and possible follow-up articles.