The Love Food, Hate Waste (LFHW) campaign has been taken up by a Canadian region for an initial three-year period.
Metro Vancouver, which delivers services on behalf of 24 local authorities and around 2.3 million residents, was impressed after reviewing WRAP’s food waste minimisation initiative.
A WRAP spokesperson said Metro Vancouver was then offered a licence to use LFHW materials. In addition, WRAP is offering its “know-how” to the Canadian project team.
The spokesperson added: “To achieve similar positive results as the UK, the LFHW concepts will be replicated, and some of the content tailored to be specific for the Metro-Vancouver area and the Canadian audience – further details are being worked up by both parties.”
The new campaign is expected to start in early 2015 and fits with the organisations changing role from a UK-facing ‘agency’ to becoming a charity in coming months and taking a marketable product into the international market.
WRAP chief executive Liz Goodwin said: “It’s a proud moment for all the team on our Love Food Hate Waste campaign that their expertise and learnings will now be delivering benefits around the world as well as giving us a new stream on income.
“What it also highlights is that whether in Vancouver or London, one thing remains the same. There is a common challenge; we’re all consumers of food, so we need to consider the waste impacts this has on a wider scale. WRAP’s work is to help turn that awareness into action.”