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Fay Mansell, Chairperson, NFWI, said, "We are
passionate about food and preventing waste. We want to help individuals
and families to reduce waste and that's why we are strongly supporting
Love Food Hate Waste."3 Celebrity chefs such as Ainsley Harriott
supported the campaign by giving tips to consumers on how to reuse
leftovers. "I am supporting the campaign by asking people to think a
little more carefully about their food use - planning meals in advance
to use up food in order of shelf-life dates, and using leftovers in
another meal rather than binning them,"4 said Dudley Newbery, a Welsh
chef.
In addition to this, WRAP launched a project called the "Food Waste
Protocol Project" that aimed at finding out the waste composition of UK
households. "We are looking at the waste composition of over 2,000
households to understand which major food groups are being wasted and at
what life stage. That will help us to hone some of the message of the
campaign. I can't wait to see the results and I think it is going to be
really interesting."5 The results of this project were expected to come
out in January 2008.
The campaign was appreciated by analysts as well as the government. With
increased awareness regarding the environment, manufacturers as well as
retailers have been under pressure to cut out excessive packaging.
However, some analysts contended that the environmental impact of food
wastage has been much greater than that of packaging waste. Through its
campaign, WRAP was challenging manufacturers, retailers as well as
individuals to reduce their carbon footprint by reducing food wastage.
Joan Ruddock (Ruddock), Minister, Department for Environment, Food and
Rural Affair6 (DEFRA) said, "Climate change is the greatest challenge we
face. This love food hate waste campaign is very timely and very welcome
in trying to produce more behavioural change and awareness of the link
between waste and climate change." 7
Additional Readings & References
1. "Food Waste is Environmental Sleeping Giant Says WRAP," www.wrap.org.uk, November 1, 2007.
2. "Defra Backs Campaign to Cut Food Waste," www.letrecycle.com,
November 1, 2007.
3. Rebecca Smithers, "Campaign Launched to Reduce UK's £8bn Food Waste
Mountain," www.politics.guardian.co.uk, November 2, 2007.
4. "Love Food Hate Waste Campaign Launched in the UK," www.earthtimes.org, November 2, 2007.
5. "Somerset Waste Partnership Urges ‘Love Food Hate Waste'," www.somerset.gov.uk, November 6, 2007.
6. Sally Wiliams, "Eat Green as Well as Eating your Greens," www.icwales.icnetwork.co.uk, November 9, 2007.
7. "Walloping Waste through BBC Good Food Show," www.morethanwaste.com,
2007.
8. "A Colossal Waste," www.fnbnews.com, November 10, 2007.
Cases on Related Topics
1.
The loveLife Brand (A): Initiating a Behavior Change in South African
Youth to Prevent HIV
2.
The Lovelife Brand (B): Evolving the Campaign's Communication Strategy
for HIV Prevention in South African Youth
3.
Germany's 'Green Dot' Waste Management System
4.
Lifebuoy "Swasthya Chetna": Unilever's Social Marketing Campaign
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3] "Food Waste is Environmental Sleeping Giant Says
WRAP," www.wrap.org.uk, November 1, 2007.
4] Sally Wiliams, "Eat Green as Well as Eating your
Greens," www.icwales.icnetwork.co.uk, November 9, 2007.
5] "Defra Backs Campaign to Cut Food Waste,"
www.letrecycle.com, November 1, 2007.
6] DEFRA is a UK-based department for sustainable
development.
7] "Defra Backs Campaign to Cut Food Waste,"
www.letrecycle.com, November 1, 2007. |
