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Identifying causes of food waste at grocery retail level is crucial for the development of effective measures to reduce waste. Frontline employees manage food waste in their day-to-day operations; however, there is a paucity of research that draws attention to their knowledge of and approach to causes and measures to reduce food waste. In this empirical study, a mixed methods approach is adopted, using multiple interviews and participatory observations with employees, and primary quantitative data on fruit and vegetable waste for one year from the supermarkets. The results illuminate the fact that the role of employees is central for reducing food waste, and from their perspective, the causes and measures can be divided into four different main themes covering policy, practice, people and product. The analysis involves 73 different fruit and vegetables categories, and the fruit and vegetables waste at the three supermarkets is 60 tonnes. The results also reveal different causes for different fruit and vegetables categories, implying that generic descriptions of causes are not enough to use as bases for planning reduction measures. The paper provides a base for planning and implementing reduction measures for the grocery retail sector, which contribute to a sustainable food supply chain.