1. Our Food Protection Journey
Global and Local Insights

2. While 1/3 of all food produced globally is wasted
Compelling Global Food Waste Statistics
While 1/3 of all food produced globally is wasted
We will need to feed 2 billion extra mouths by 2050 on same resources & capability.
Europeans each waste 179kg of food/yr
About 2/3 of household waste is due to food spoilage from not being used in time, whereas the other 1/3 is caused by people cooking or serving too much (Europe, North America, Industrialized Asia)
Australians discard 1 out of every 5 bags of groceries they buy (Ave HH wasting $1,306/yr)
HH Waste Statistics
UK Households waste around
20% of all the food they buy
US households throw away an average of $1500 food per year
Australians are throwing away food worth $5.2 billion a year
US Supermarkets lose an estimated $15 billion annually through discarded produce.
In industrialized countries, more than 40% of losses occur as a result of retailers & consumers discarding unwanted but often perfectly edible food
Retailer Related Statistics
Developing nations: 40%of food losses occur
after harvest-while being stored or transported, and during processing & packing
40% of UK fruit and vegetables rejected even before they reach the shops
Plough to Plate Statistics
More than half a billion people in the Asia Pacific region suffer from hunger, yet an estimated 42 percent of fruit and vegetables and a fifth of the grains produced here are lost or wasted.
15 million tonnes of food is wasted in Britain from the plough to the plate
Dumping a kilo of beef wastes the 50,000 litres of water it took to produce that meat, throwing out a kilo of white rice will waste 2,385 litres, and wasting a kilo of potatoes costs 500 litres

3. The Food Waste Movement is moving to a consumer conversation
We all – farmers and fishers; food processors and supermarkets; local and national governments; individual consumers – must make changes at every link of the human food chain to prevent food wastage from happening in the first place, and re-use or recycle it when we can’t.” said FAO Director General Jose Graziano da Silva. “In addition to the environmental imperative, there is a moral one; we simply cannot allow one third of all the food we produce to go to waste, when 870 million people go hungry every day.”

4. Our Research Plan: What we did
Purpose
To understand how to Connect to the category to consumer meaningful trends and influence purchase and usage behavior
Qualitative
Shopalongs 1
Online
Attitudinal Survey 2
Connect to Retail
Performance 3
What
3 in Sydney & 3 in Melbourne
628 respondents
Nielsen Panel & Aztec Syndicated
Why
Inform quant development addressing hypotheses and marketing levers
Understand triggers along the shoppers’ path to purchase to influence purchase and usage
Identify the retail tactics that unlock incremental category spending

5. Engaging our Retail Partners
Hypotheses
Key Learning
Success Factors
1) Educating consumers about how to manage food waste will give them the confidence to buy & eat more fresh food
Consumers that use more Food Protection consume significantly more fresh foods
CONNECTIVITY
Driving the Connection between Food Protection and Perishables will grow both categories
COLLABORATION
Connectivity dependent on how well we can integrate multiple touch points (in-store and out-of-store) to change consumer behavior
2) Giving consumers the confidence & tools to protect fresh foods will increase fresh purchases.
70% of consumers would buy more fresh fruits, vegetables & bulk packs if they were confident they would last longer

6. Sizable, untapped growth potential
Food Protection
Produce
Reduce Waste
+7% 1 4
Buy More
Food Protection Product / Year
Fresh Items/ Year

7. Localizing Global

8. Steps in Understanding RSA Food Waste
Understanding the Incidence of Food Waste
Understanding Panel Data
LSM and Demographics Indicators
Household Penetration
the Consumer Behaviour
Substitution Mapping

9. Communicating the Solution

10. Evolving the Communication

11. Foundation, Middle and High School Posters

12. RSA In Store Toolkit

13. RSA Shopper Marketing Support

14. RSA

15. RSA

16. Thank you