Research by the UK national Waste & Resources Action Programme (WRAP) has shown that consumers in the UK throw away the equivalent of one in every three bagfuls of food shopping– or a third of the food they buy each year, and most of this could have been eaten.
In autumn 2007, WRAP launched the Love Food Hate Waste campaign which aims to help consumers cut back on the food they waste through raising awareness and by offering easy-to-action advice. The activities and tools developed at national level can be used and adapted by local authorities across the country.
As part of the campaign, a six-month 'Love Food Champions' pilot project in early 2008 aimed to engage with households in England to change their behaviour towards food waste by offering them practical advice and guidance, as well as exchanging ideas within a group of like-minded individuals from the same area. The objectives of this pilot were to provide feedback and insights for the Campaign, and to test whether there was potential for broader roll-out for this method of passing on knowledge and practical skills.
