The Love Food Hate Waste campaign has been labelled a success by the Waste & Resources Action Programme.
Since launching in November 2007, the Love Food Hate Waste campaign, run by WRAP, has helped around 2.1 million homes to take steps to cut back on the amount of food they throw away, resulting in a reduction of 162,000 tonnes of food waste; an overall saving of £400 million a year and preventing 725,000 tonnes of greenhouse gases being emitted.
The scheme was set up after research by WRAP found that 6.7 million tonnes of food is thrown away from UK homes each year. The cost to consumers of wasted food is £10 billion a year and the Love Food Hate Wastes campaign role is to provide practical help to cut back on this waste.
It recently launched a campaign that features people who have similarities in appearance to food items, such a potato, an egg and a fish (see picture).
Speaking at the Environment Agencys annual conference in London (10 Nov), WRAP chief executive Liz Goodwin said WRAPs waste awareness campaigns had been successful in raising awareness and achieving real significant change.
She explained: In a relatively short time we have established significant brand identity in these campaigns and increased level of awareness.
The reason that these campaigns have worked is because we have developed them in a way to achieve real active local engagement. What does this mean in practice? First, these are research based campaigns, second, we have established effective partnerships and third, the campaigns are action based.