North LondonNorth LondonLove Food Hate Waste CampaignLove Food Hate Waste Campaign

Dimitra G. RappouWaste Prevention Officer

9th Municipal Waste Prevention Seminar24 November 2011- Cosmocaixa, Barcelona

Presentation Outline

• North London Waste Authority and preconditions

• Campaign Aim & Objectives• Resources• Programme of activities• Campaign results• Challenges • Continuation over time

North London Waste Authority

• 7 boroughs• 1.6m residents• 2nd biggest disposal authority in

the UK• Ethnic Diversity

– 200 languages in use– 30% ethnic minorities

• Urban environment with high number of flats

• Extreme contrasts: mixture of affluent areas and areas of high deprivation

• Transient population

Local pre-conditions

Compositional Analysis 2010

18%15%

12%

7%

6%

5%4% 3%

Food Waste30%

•2008/09 residual waste = 670 kg/hhld•By 2020 it is estimated that up to 4.5% more waste will be generated•Food waste major contributor

Love Food Hate Waste

• Aim– To increase awareness and promote measures that can achieve a

reduction in food waste

• Objectives – To increase the percentage of food waste reducers by 10%– To divert 5,630 tonnes of food waste for 12-month period

• Target audience – Budget holders (adults)

• Timeframe: June 2009-March 2010

Resources Available

• Funding– External- £192,000 – Internal- £25,000

• Time– Project Manager NLWA- 3.5 days/week– Communications Officer- 1 day/week– Two outreach officers- full time for eight months– In kind support from borough officers

Programme of activities

• Cooking demonstrations• Roadshows• Events• Businesses • Community Kitchen Workshops• Food Lover’s Cookbook• Media campaign• Website

2 cooking demonstrations

Roadshows and events

Community Kitchen Workshops

• 14 interactive workshops

• Helped us involve diverse communities

• NLWA and Manor Gardens Welfare Trust partnership

• Facilitated by Community Nutrition Advisers

Food Lover’s CookbookRecipe Competition

• Important element of the campaign• Run for 4 months with over 70 entries received• 21 winners (residents) and contribution from 3

restaurants• Launched during the European Week for Waste

Reduction• Helped us target ‘hard to reach’ groups

Dedicated NLWA Website

Media Campaign

• 63 adverts in local papers• 130 adverts on bus backs• 58 adverts bus stop adverts• 4 billboard posters• 6x7 press releases• 6x7 editorial pieces• All mail leaving NLWA ‘Love Food Hate Waste’

branded

Campaign Results

• 260 events• 3,870 people directly engaged• 17 million Opportunities To See• 9 positive articles• 59% felt they had reduced food waste• Estimated 5,143 tonnes diverted• Cost effective: event cost<£1/person• Food waste decreased by 4.4% points (from

30.31% to 25.89%)• Shortlisted for 2 prestigious awards

Challenges

• Intensive programme with limited outreach staff resources

• Weather conditions between Nov-Feb

• Engagement techniques– Language barriers– Interactive games– Positioning of stand

Continuation over time

• Sustain campaign– Commitment to continue food

waste reduction programmes– Use of resources that were

developed as part of the campaign– Develop relationships and involve

schools/universities– Official theme for north London’s

participation in EWWR for 2009, 2010, 2011

– London main theme for EWWR in 2011

Thank you

Dimitra G. RappouWaste Prevention Officer

North London Waste Authority

Tel: 0044 20 8489 5366Fax: 0044 20 8365 0254

E-mail: dimitra.rappou@nlwa.gov.uk