The campaign was developed in conjunction with the University of Leeds; the results of which were presented yesterday (18 July) at a reception at the Houses of Parliament hosted by Labour MP Hilary Benn.
The campaign took a multi-channel approach, offering recipe ideas for leftovers and advice on food storage and labeling. It also saw in-store events arranged to encourage customers to reduce food waste in the home.
According to Asda, the campaign research found customers saved on average £57 a year after committing to cutting food waste. It also revealed that 81% of customers claimed ot have followed the advice offered through the campaign.
Asda has also published its 2016 Green Britain Index, which look at the responses from 20,000 customers on environmental issues. It found that 93% of Asda customers claim to care about “being green” and 85% want help to reduce food waste in the home from retailers.
Asda’s chief customer officer, Andy Murray – “As a major food retailer, we have a responsibility and the ability to bring about large scale change when it comes to tackling food waste”
72% admitted they had stopped buying a product because they found it would often go to waste.”
Asda’s chief customer officer, Andy Murray, said: “As a major food retailer, we have a responsibility and the ability to bring about large scale change when it comes to tackling food waste.
“By partnering with the University of Leeds, the team has been able to take our insight and really explore this area, meaning that we now have a greater understanding of customer attitude and behaviour, helping shape the way we communicate with our customers and ultimately the way we do business.”
He also acknowledged the need to address the issue of food waste throughout the supply chain. He said: “While helping our customers live more sustainably is a step in the right direction, we understand the importance of addressing this issue throughout our entire supply chain… This is just one of many initiatives we are undertaking as we aim to tackle the issue in collaboration with everyone from our customers and suppliers, to our colleagues’ in-store.”
University of Leeds Professor, William Young, said: “Not only have we come away with real, measurable insight from shoppers but we’ve also seen the direct correlation between our recommended actions and tangible behavioural change.
“While our formal partnership is coming to a close, the legacy of this project will certainly live on in the benefits passed to customers and of course the environment.”
WRAP recently announced the launch of its Food Waste Recycling Action Plan. Developed by an industry steering group – including local authorities, waste treatment operators, private sector waste collectors and industry bodies – it aims to increase the amount of food waste collected and recycled by promoting greater collaboration across the food waste recycling supply chain.
Presented as a five-point plan, it highlights the current barriers to food waste recycling and practical solutions to overcome them as cost effectively as possible.
UN Sustainable Development Goal 12.3, introduced last year, aims to halve food waste and reduce food loss globally by 2030.