South West Love Food Hate Waste Campaign Gemma

South West Love Food Hate Waste Campaign Gemma Coles East Dorset District Council

Overview • The Love Food Hate Waste Campaign • The South West Waste Recycling Forum’s (SWWRF) campaign aims • Target audience • Key messages • Activities • Results and the future of the Campaign

Love Food Hate Waste Campaign • WRAP (Waste and Resources Action Programme) • The Food We Waste Report- April 2008 • Household Food and Drink Waste in the UK - 9 th November 2009 • 5. 1 million potatoes a day • 7 million slices of bread a day • 4. 4 million apples a day

Love Food Hate Waste Campaign 6. 7 millions tonnes of food waste 4. 1 million tonnes of avoidable food waste 1. 3 million tonnes of possibly avoidable food waste 1. 3 million tonnes of unavoidable food waste

South West Love Food Hate Waste Campaign Aims • To use the Love Food Hate Waste campaign to raise awareness of the extent and implications of food waste and increase the performance of food waste reduction behaviour by the region’s population

Aims continued… • Divert waste away from landfill • Contribute to LATS diversion targets requiring a diversion of 365, 788 additional tonnes of biodegradable waste between 2010 and 2013 by the South West Waste Disposal Authorities

Campaign aims • To achieve 25, 000 food waste pledges across the South West region during the course of the campaign

Target audience • The two sectors of the population who produce the most food waste are ‘busy families’ and ‘unconstrained couples’ – Not particularly interested in or focus on healthy organic food – Find managing money difficult – They’re not ‘foodies’ but spend a lot on food – Lack time to cook or prepare meals

Key messages • These form the basis of the pledge card – – – Plan meals and only buy what is needed Make a shopping list and stick to it Only cook what is needed for each meal Use leftovers to create new meals Check use by dates in the fridge and freeze anything that wont be eaten in time – Keep fruit and vegetables in the fridge (except bananas) – Keep a food waste diary for one week to see how much/what types of food are wasted

Activities • Regional radio advertising, advertorial and celebrity endorsement • Regional website, posters, pledge cards, food waste diaries, press releases and events kit • Local events and giveaways

Results • Over 6, 500 pledges • Analyse the results of the campaign • Continue to promote the Love Food Hate Waste Campaign • Try to reduce food waste!

Packaging • To use the Love Food Hate Waste campaign to raise awareness of the extent and implications of food waste and increase the performance of food waste reduction behaviour by the region’s population – Most people blame packaging as the problem – Food waste has at least 10 times the environmental impact of packaging waste and that’s before taking account of the impact of methane from decayed food

Questions? www. lovefoodhatewaste. com/southwest