1. Let’s help consumers together Karin Bemelmans, Netherlands Nutrition Centre Food Waste Conference “No Opportunity Wasted” 6 February, 2014

2. 19422014

3. The Nutrition Centre  Independent foundation  Funded by the Ministries of Economic Affairs and Health, Welfare and Sport  Code of conduct for cooperation with 3rd parties  Mission: inform and stimulate  Approach

6. Health Council Guidelines 2011 Guidelines for a healthy diet: the ecological perspective  Eat a less animal-based and more plant-based diet  The reduction of energy intake for those with an excessive body weight, in particular by eating fewer non-basic foods, such as sugary drinks, sweets, cakes and snacks.  Eat two fish portions a week, at least one portion of which is oily fish.  Reduce food waste.

7. Challenge of an integrated approach  Food waste and food safety: how to handle expire-dates  Food waste and healthy eating: portion size  Integrated information about healthy, safe and sustainable eating  Health and food safety are leading  Combined messages create more opportunities to spread the message of food waste prevention

8. Examples of integrated information

9. Research 1.Wastage sorting analysis 2.Consumer perception and behavioural determinants 3.Evaluation per intervention

10.  47 kilo is wasted per person per year  Top 5:  Dairy  Bread  Vegetables  Fruits  Sauce and Fats Research results

11. Estimation of the amount of food wasted in households (pppy) (Temminghoff & Damen, 2013)

12. Reasons to waste food Cook to much Did not use rests Store incorrectly Expire date passed No time to eat it Too much in the package Did not like product Buy to much (Temminghoff & Damen, 2013)

13. Goal related to food waste The government wants to cut food waste by 20% by 2015. Contribution Voedingscentrum:  Reduce avoidable food waste of consumers by increasing their knowledge and reaching tools for smart buying, cooking and storing.

14. I feel bad about wasting food I know how to avoid wasting food Wasting food is not done Intention No food waste? Habits

15. Behaviour insights  Attitude: positive attitude towards reducing waste  Awareness: consumer is interested problem is underestimated  Knowledge: still low on expiration dates and food storage  Habits:break through unconscious behaviour  Skills and self-efficacy are important to change behaviour. 2009-2012 focus on awareness and knowledge 2013 focus on skills

16. Translation into interventions awareness social norm knowledge skills self-efficacyhabits Campaign slogan and Damn Food Waste Website & interaction on social media Practical tools : leaflet, app Implemen- tation intention interest Food Battle

17. Why 50 kilo’s? You don’t want to waste this much food. But how?  Awareness of the problem  Right norm and intention  Activate Campaign slogan

18. Interaction, on social media  Young reporter  Started June 2013  Facebook.com/Hoezo50kilo  Re-use short interviews with consumers  Video blogs with practical tips  2.300 followers, 29.000 blogsviews  Interact, inspire, involve http://www.youtube.com/playlist?list=PLiBhru9DzrzS6lPlC5tlAxCldVg2adsMs

19. Implementation intention  Bridges the gap between intention and behaviour  Effect is proven on down sizing snack behaviour. New on reducing food waste but promising tool.  How does it work?  Make an “If… then”- plan  Choose a small step (f.e. use a shopping list)  Write down when you want to what: “If I go shopping, then I will use a shopping list”  Share: let your friends know what your plan is. http://www.voedingscentrum.nl/nowastechallenge

20. Cooperation in the food chain  Public Private Partnership with over 50 partners  With commercial and non-commercial partners  Partners: willing & spread same message  Maintain independence  Aim : Reach more consumers  Approach - pro-active - open for all parties - new code of conduct: independency and transparency

21. Damn Food Waste 29th June 2013  Lunch in Amsterdam for 6.500  Food waste on the political, cultural and industrial agenda.  Involved organisations: Food Guerrilla (NCDO), Voedingscentrum, WUR, YFM, Natuur&Milieu, EU FUSIONS / Feeding the 5K  Supported (by) grass root initiatives on food waste http://damnfoodwaste.com/

22. Food Battle  2012: Pilot developed by Wageningen UR and waste management companies  Keep a diary on how much food is wasted – direct feedback  Actively encouraged to reduce food waste  Households reduce food waste in 3 weeks up tot 20%  2014: “Vrouwen van Nu” (Women organisation) starts with 1000 members a light version of the Food Battle.

23. Activities with Lidl  Since 2011: Buy 1 now, Get 1 free later  In 2011: 375,000 shopping lists were spread  In 2013: 380,000 storage leaflets were spread

24.  In 2012:  Cooling bags with fridge, 60,000ex  Article in store magazine: 800,000 ex Activities with Deen

25. Activities with Coop  In 2013:  Article in store magazine : 200,000ex

26. Activities with Albert Heijn

27. Measuring cup “Eetmaatje”  A kitchen help to cook the right amount  waste less  not eat more than needed  1 million measuring cups are spread in week 6, 2014: get one free when you buy AH pasta or rice  Average portions in stead of grams. 1 portion = 75 grams of rice or 100 grams of pasta  Products: rice, risotto, couscous, macaroni, penne, fusilli, pipe rigate, spaghetti and water

28. Conclusion  Food waste  Everybody agrees: food waste is not done  Many parties are interested in collaboration  Sharing experience is a must  Challenge:  Long term projects with effect  Keep the work going, we need 10 years!