1. South West Love Food Hate Waste Campaign
Gemma Coles
East Dorset District Council

2. Overview The Love Food Hate Waste Campaign
The South West Waste Recycling Forum’s (SWWRF) campaign aims
Target audience
Key messages
Activities
Results and the future of the Campaign

3. Love Food Hate Waste Campaign
WRAP (Waste and Resources Action Programme)
The Food We Waste Report- April 2008
Household Food and Drink Waste in the UK- 9th November 2009
5.1 million potatoes a day
7 million slices of bread a day
4.4 million apples a day

4. Love Food Hate Waste Campaign

5. South West Love Food Hate Waste Campaign Aims
To use the Love Food Hate Waste campaign to raise awareness of the extent and implications of food waste and increase the performance of food waste reduction behaviour by the region’s population

6. Aims continued… Divert waste away from landfill
Contribute to LATS diversion targets requiring a diversion of 365,788 additional tonnes of biodegradable waste between 2010 and 2013 by the South West Waste Disposal Authorities

7. Campaign aims
To achieve 25,000 food waste pledges across the South West region during the course of the campaign

8. Target audience
The two sectors of the population who produce the most food waste are ‘busy families’ and ‘unconstrained couples’
Not particularly interested in or focus on healthy organic food
Find managing money difficult
They’re not ‘foodies’ but spend a lot on food
Lack time to cook or prepare meals

9. Key messages These form the basis of the pledge card
Plan meals and only buy what is needed
Make a shopping list and stick to it
Only cook what is needed for each meal
Use leftovers to create new meals
Check use by dates in the fridge and freeze anything that wont be eaten in time
Keep fruit and vegetables in the fridge (except bananas)
Keep a food waste diary for one week to see how much/what types of food are wasted

10. Activities
Regional radio advertising, advertorial and celebrity endorsement
Regional website, posters, pledge cards, food waste diaries, press releases and events kit
Local events and giveaways

11. Results Over 6,500 pledges Analyse the results of the campaign
Continue to promote the Love Food Hate Waste Campaign
Try to reduce food waste!

12. Packaging
To use the Love Food Hate Waste campaign to raise awareness of the extent and implications of food waste and increase the performance of food waste reduction behaviour by the region’s population
Most people blame packaging as the problem
Food waste has at least 10 times the environmental impact of packaging waste and that’s before taking account of the impact of methane from decayed food

13. Questions?