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Love food, hate waste

More creativity and better planning in the kitchen could reduce the shameful statistic that UK households throw away a third of the food they buy, a new campaign suggests. Love Food Hate Waste was launched by the Waste & Resources Action Programme (WRAP) to raise consumer awareness about the nations wasteful food habits and link these to the publics greater environmental concerns, such as climate change. The campaign has its own website, where consumers can pick up useful tips and recipes and will be encouraged to share their own. Speaking at the launch, WRAP chief executive Liz Goodwin said: If we could halt the amount of food being wasted in this way, we would make a big impact the same as taking 1 in 5 cars off the road. According to WRAP 90% of consumers have no idea how much food they throw away, but at a cost of £8 billion a year, it is not something they should ignore. Environment minister Joan Ruddock said: Many people dont associate food waste with negative environmental impact. Ruddock said the Government was also working with the food industry, through the Food Industry Sustainability Strategy (FISS), to reduce the amount of wastage created by the sector. And with the current level of public environmental awareness, she added: This campaign has come at just the right time. This is not a hair shirt message. We are not asking a huge amount of people, its about giving things a little more thought and spending a moment looking in your fridge or freezer before you go shopping. Celebrity chefs Ainsley Harriott, Paul Merrett and Barny Haughton lent their culinary expertise at the launch to demonstrate the ease with which simple, tasty meals could be created with food that may usually go straight in the bin. www.lovefoodhatewaste.com

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