Nine London boroughs have been recruited for a two-year pilot project aimed at cutting food waste in London, promoting healthy eating and recycling unavoidable food waste.
The involvement of Bexley, Croydon, Hackney, Hounslow, Islington, Lambeth, Merton, Sutton and Tower Hamlets was announced by Lwarb chair Liz Goodwin at a conference in the capital.
Goodwin said she wanted London to become the leading city looked to by others for inspiration.
The Trifocal project is a partnership between Lwarb, WRAP and Groundwork London, funded by the EU. It also involves other European cities.
The project will target households, schools, community groups, hospitality and food services businesses, as well as large companies in the boroughs through an integrated communications campaign later this year.
This will focus on raising awareness about the value of food, combining messaging about avoiding wasting food, healthy and sustainable eating and increasing recycling rates for unavoidable food waste both in the home and when eating out.
Large employers will also be engaged and a London harvest festival will celebrate the value of food.
Best practice within the nine London boroughs will be shared across other boroughs to amplify their impact, while seven EU cities – Barcelona, Brussels, Burgas, Dublin, Milan, Oslo and Växjö – have joined the programme to conduct similar initiatives.
Peter Maddox, director of government programmes at WRAP, said: “Having this scale of support will help us test, measure and understand how we can apply learnings from these pilots across our capital city and beyond.
“We shall test different approaches combining the three core themes of reducing food waste, healthy and sustainable eating, and increasing food waste recycling. This will help people and businesses to save money and will benefit the environment.”