When we think innovation - is it always about more or better

You are probably familiar with the 5 types of innovation:

1. new products
2. new processes
3. new supplies
4. new markets
5. new forms or organisation (typically at the firm level)

Can we think about innovation at the entire system organisation level - innovating in the ways we do business?

Take the following TED video that highlights massive food waste. The point is that a sustainable approach to our global population challenges is to simply waste less food. To do this we need to retro-innovation and make the food standards in supermarkets less perfect. Not that food quality will suffer just the cosmetic appearance of some of our food.