The Scottish Government is to focus on cutting down on the amount of household food waste in the latest phase of its Go Greener campaign.
The Go Greener campaign will use media advertising to show that the average family could save up to £410 each year by making use of food that would otherwise have been thrown away.
Nearly £9 million worth of food is thrown out by Scottish households every year.
Environment Secretary Richard Lochhead said: Unless we take decisive action now to protect our environment there is every chance that rather than passing on our wonderful heritage, we will have to explain to our children why we ruined it.
Recent years have seen a growing awareness of the need to change our ways, including recycling more, being more energy-efficient and leaving the car at home.
The figures on the financial value of how much we waste are staggering, and particularly relevant with Scotland in recession and many hard pressed families feeling the pinch.
And of course, there is an environmental cost to waste food ending up as landfill, releasing methane, a powerful greenhouse gas, which should not be underestimated. Around a third of what we buy ends up in the bin.
We owe it to future generations and our wallets to take action now.