Carrying the slogan “Love Food Hate Waste”, the campaign has a specially created logo, and aims to raise consumer awareness of how much food they are wasting as well as provide information on how they can combat the problem.
A dedicated website – www.lovefoodhatewaste.com – has been set up to offer advice on preparing and storing food so consumers can be less wasteful. The initiative is fully supported by waste minister Joan Ruddock MP, as well as councils up and down the country.
Some local authorities such as Great Yarmouth borough council in Norfolk have started preparing road shows and other events to encourage residents to measure portions more accurately and use up the food in their fridge before buying more (see letsrecycle.com story).
The initiative was drawn up in partnership with The Food Standards Agency, the Women's Institute – which is launching its own “Love Food Champions” initiative – and local authorities. TV chef Ainsley Harriott has also offered support.
Statistics
Celebrity advice
Click here to see Ainsley Hariott giving food-saving recipe advice
According to figures released by WRAP to coincide with the launch, 90% of UK consumers do not realise how much food they throw out each week. It is estimated that around one third of the food we buy each year is sent to landfill. This amounts to 6.7 million tonnes or £8 billion worth of produce.
WRAP's chief executive Liz Goodwin: “It is sad and shocking that so much good food is being wasted needlessly. At a cost of £8 billion a year, it's a serious issue that not only impacts on the environment but our pockets too.”
The food waste rotting in landfill is said to release 15 million tonnes of carbon into the atmosphere each year and if this could be prevented, WRAP has stated it would be equivalent to taking one in five cars off UK roads.
As well as targeting consumers, WRAP is also working with the food supply chain to identify ways of reducing food waste – both before and after it reaches the consumer. It is aiming to encourage research and development in packaging design and portion sizes.
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