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Improving Understanding of Post-Consumer Food WasteWelcome & IntroductionAndrew 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 • 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 & Food Waste • 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)
Food Waste Facts • 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
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
Foodwaste The Evidence Base Scale & Nature of the Problem Consumer Attitudes & Behaviours Trends (social, commercial etc)
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
Campaign Delivery Direct to consumers Campaign Via strategic partners Local 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 chain greenhouse 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 terms of changing food waste behaviour? • 3.30 Discussion: Thoughts on potential collaboration • 4.00 Close and tea