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Sainsbury’s seeks test town to help launch £10m project to tackle food waste
Image courtesy of Saisnbury's

Sainsbury’s is launching a £10 million project to tackle household food waste which includes looking for a town to become a test bed for new initiatives.


Sainsbury’s seeks test town to help launch £10m project to tackle food waste

The supermarket’s five year Waste Less, Save More initiative is seeking a UK town to benefit from £1 million investment as it looks to discover which initiatives are most effective in reducing household food waste.

Findings and recommendations from the trial phase in year one will be developed into a blueprint and made public in subsequent years to enable other communities to benefit from the results.

Sainsbury’s will then support the changes that need to be made and measure the impact of the activity, with the final phases of the project continuing to roll out change and explore opportunities to reduce other forms of waste.

Sainsbury’s chief executive Mike Coupe, said: “We know that waste – and particularly food waste – is a big challenge for households across the UK and it’s something our customers really care about. Investing significantly in this area clearly demonstrates the scale of our ambition over the next five years and shows just how committed we are to helping our customers make a real difference in this area. We’re confident that the project, which will start with trialling and testing in one UK town, will result in positive change for many more.”

The supermarket is looking for a trial town, city or borough that has a population of between 15,000 and 300,000 and has a Sainsbury’s store within a five mile radius. Sainsbury’s will work with the town to devise a year-long investment plan that could include initiatives such as fridge innovations for the home to track when food is beginning to go off, talking bins that give tips as rubbish is put in them, reward programmes to encourage recycling, and new packaging to keep products fresher for longer.

Richard Swannell, director of sustainable food systems at WRAP, said: "This is a great initiative by Sainsbury’s to help people reduce food waste at home. We know through our Love Food Hate Waste and Courtauld Commitment work that innovation and collaboration can significantly help reduce waste, delivering much needed cost and environmental savings. We look forward to working closely with Sainsbury’s throughout the project to share our experience and expertise to make a real difference locally and nationally.”

Individuals or community groups are being encouraged to nominate their town for the project through the Sainsbury’s website. The winning town will be announced on 1 December 2015.

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