"Sell by Date" is not the date the food is going bad. Its the date the seller is suppose to have it off their shelf. How long it is good after that is determined by how it is stored and what kind of food it is.
I have a problem with their 36 lbs of food per person thrown out. That seems like a lot. I know my DW and I don't come close to throwing that much food, 72 lbs./month. Does this include food prepares like restaurants? If so, they don't have a choice but to throw out food the folks don't eat. Not sure how they are going to change our eating habits.
Hang around with my wife for awhile. I no sooner stick something brand new in the frig and she tosses it.