Wide ranging consumer facing campaign designed to help consumers waste less food. LFHW provides targeted tips, advice and guidance direct to consumers as well as via partners including local government and retailers.

WRAP

Implemented in

  • Asia / Pacific
  • Europe and Central Asia
  • Middle East
  • North America

Sectors of activity
Consumer Goods, Education, Food & Beverage

Type of initiative
Education & Awareness Raising

Type of lead actor
Civil society

Start date
16/10/2017

Shared by

Claire Kneller

Head of Food- WRAP Global

WRAP

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Objectives

This year, WRAP has relaunched its ground breaking consumer focused food waste reduction campaign. After delivering significant reductions in household food waste in the first phase (8 million tonnes or 12%), the next challenge is to deliver continuing reductions after a recent plateauing. The new phase will focus on catalysing change through multiple partner action and bringing a more targeted approach to food waste prevention. We’ll be creating a national network of like-minded people and organisations to start a big conversation about food waste and to deliver targeted action to reduce food waste in people’s homes.

Initial focus will be on the most wasted foods (bread, milk, potatoes and chicken) and two common behaviours in the home that can spark food waste: buying the right amount of food, and storing food to make it last longer. We will first engage with the 18-34 age group for whom life changes such as moving away from the family home, taking their first job, becoming responsible for their own upkeep and starting families can be triggers for food waste. We found that this age group wastes more food than others, largely due to busy lifestyles with ever changing arrangements – issues closely related to food waste.

The consumer campaign is closely linked to, and supported by, our work with retailers on in-store activity to help shoppers waste less. We’re working with businesses on technical changes on product labelling and design, and will publish new industry guidance for food labelling later in the year - in partnership with the Food Standards Agency, and Defra. This is part of the work we’re doing with Courtauld 2025, designed to cut the food and drink footprint of the UK by 20%.

Activities

Achieving behaviour change at scale will require four things:
- Having a limited number of highly focused key national programmes so we can focus resource
- Applying our insight in specific high population geographies to achieve real change at scale in a controlled way – so we can learn what works and what doesn’t work (this section)
- Making our approach available to anyone so they can own and act on local, regional or national change and
- focus on one BEHAVIOUR, one MOTIVATOR, and one AUDIENCE

The campaign will deliver change based on four key elements:
- technical change - working with retailers, brands and manufacturers to change the way products are designed and sold
- place based change/campaigns focussing on the key areas above
- a new national movement or 'big conversation' about food waste
- integrated communications around all of our work on food waste

Impact and Results

To date, LFHW has delivered a 12% or 8 million tonnes reduction in household food waste in the UK .

It now seeks to deliver a 20% reduction by 2025.

Next steps and how to get involved

WRAP licences the LFHW campaign to other countries and organisations. If you're interested in delivering a campaign, please get in touch.