Improving Understanding of Post-Consumer Food Waste

Welcome & Introduction

Andrew Parry (WRAP)

Objectives• Share research findings & insights

• Identify any gaps and how they might be filled

• Outline WRAP’s strategy for food waste reduction

– Campaign & behavioural change

• Share learnings on behavioural change

• Discuss how to maximise the chance of successfully achieving behavioural change wrt food (waste)

• Identify potential areas of collaboration

• Informal, relaxed and open!

WRAP & food waste

WRAP & Food Waste

• Waste & Resources Action Programme

– “to minimise the production of waste by consumers and maximise the recycling of materials.”

– Specifically:

– Minimising household waste– Creating markets for recyclate– Increasing recycling infrastructure– Training & increasing collections– Promotion of consumer recycling

WRAP target:

– Reduction in food waste of 100,000t by 2008

– Delivery of this target is dependant on the success of:

A consumer-facing campaign The development and roll-out of innovation

aimed at reducing household food waste Support in the delivery of both of the above by

key partners & stakeholders (including Courtauld Commitment signatories)

WRAP & Food Waste

The scale of the challenge

• ca. 6.7mt / yr of household food waste

• 19% by weight of household bin

• Equivalent to a third of food bought

• At least 50% could have been eaten

• This is equivalent to 15mt of CO2

• With a retail value of £8bn

• ca. £250 - £400 each year / household

Food Waste Facts

A Challenging Environment

• Cost, availability & choice

• More unplanned shopping trips

• Lack of time– 19 min to prepare a meal

• Lack of knowledge \ interest

• Drop in average household size

• Moves towards shorter shelf-life

Understanding the issue – the evidence base

The Evidence Base

Foodwaste

Scale & Natureof the Problem

Trends(social, commercial

etc)

ConsumerAttitudes & Behaviours

Strategy for reducing household food waste

WRAP Food Waste Strategy – Minimisation & Diversion

WRAP Strategy – Food Waste Reduction

• Engage with key stakeholders

– Retailers, suppliers, FSA, LA’s, community groups etc

• Identify barriers to food waste reduction

– Technical, commercial, regulatory etc

• Encourage innovation & business change

• Encourage behavioural change

• Launch Food Waste Campaign – Autumn 2007

Starting to Raise Awareness

•WRAP PR on Food Waste March 2007•Significant media activity and consumer reaction•Overwhelmingly positive in tone

How will this be delivered?

Campaign Delivery

Campaign

Direct to consumers

Via strategic partnersLocal

Authorities

Programme

• 10.00 Welcome and introduction (Andrew Parry, WRAP)

• 10.10 Kitchen Diary: The weight and cost of disposed food(Roy Page & Lorrayne Ventour, Exodus Market Research)

• 10.30 Who is wasting all this food and what are they thinking?(Jayne Cox & Jon Fletcher, Brook Lyndhurst)

• 10.50 Why worry about food waste? Food waste in the context of overall food chaingreenhouse gas emissions. (Tara Garnett, Food Climate Research Network,University of Surrey)

• 11.10 Tea and Coffee

• 11.15 Food waste in the home (Jon Woolven, IGD )

• 11.30 Discussion: What else do we need to know?

• 12.10 WRAP’s strategy to reduce food waste

– Strategic engagement and the Courtauld Commitment (Mark Barthel, WRAP)

– A consumer-facing food waste campaign (Bronwen Jameson, WRAP)

– Press and media relations (Julia Falcon, WRAP)

• 12.40 Lunch

Programme

• 1.30 How we might achieve behavioural change: Lessons from theory and practice(Paul White, The Social Marketing Practice)

• 1.50 Evaluating the impact of WRAP’s campaign (Barbara Leach, WRAP)

• 2.00 Behavioural change case studies

– Small changes – big difference: behavioural change in Hampshire(Zoe Kimber, Hampshire County Council)

– 90@90 project(Ruth Bond, National Federation of Women's Institutes)

• 2.40 Discussion: How can WRAP and its partners improve the chances of success in termsof changing food waste behaviour?

• 3.30 Discussion: Thoughts on potential collaboration

•4.00 Close and tea