The current linear system of production and consumption is unsustainable. In the food sector, despite the fact that valuable natural resources are intensively used to produce and distribute food products, little is done to upcycle residues generated along the supply chain. Circular economy strategies are crucial for restructuring the take-make-dispose model through the active participation of all actors of supply chains. However, little is known about consumers’ willingness to participate in circular economy. A structured questionnaire was submitted to a representative sample of Italian households to assess the willingness of consumers to be actively involved in closed loops aiming at reducing food waste. Consumers are involved by returning their organic food waste to retailers in exchange for discounts on the purchase of animal products. The organic food waste returned enters in the production process of animal products. A choice experiment was designed to analyse alternative programs. Two scenarios were presented: one with a traditional technology (composting), and a second one with a radically innovative technology (insects as feed). Preferences and trade-offs, in monetary terms, among attributes were computed. Results depict a comprehensive portrait of the potential participation of consumers to closed loops inspired by the principles of circular economy.