Transcript Slide 1

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- 9th 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
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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
Food
Production
10%
10%
50%
Drive to
Shop/Storage/
Cooking
Transport/
Retailing
30%
Packaging
Questions?
www.lovefoodhatewaste.com/southwest