Sainsbury's works with WRAP to reduce consumer food waste
The research carried out by WRAP found that UK shoppers are disposing of £12 billion worth of food a year with 8% wasting as much as a quarter of the food regularly bought.
The supermarket said the research had identified six types of people, including the aptly named Hungry Hoarders, Separate Shoppers and Freezer Geezers, each of whom wastes food in a different way. To find the best ways to tackle the problem, Sainsbury's is working with WRAP's government-backed Love Food Hate Waste campaign to address them one by one.
Jack Cunningham, Sainsbury's head of climate change and environment, said: "No one wants to waste food, but unpredictable lifestyles and hectic schedules mean many think it is unavoidable. By recognising which type of shopper they are, customers can learn to plan meals more effectively, cutting waste and reducing household costs."
Sainsbury's said it plans to introduce a raft of new measures to help reduce the amount of food wasted by working in conjunction with Love Food Hate Waste to train in-store counter staff to enable them to give customers practical tips and advice on reducing their household food waste. It will also be providing tips and recipe ideas on how to use leftovers on www.lovefoodhatewaste.com
Emma Marsh, head of Love Food Hate Waste from WRAP said: "The industry has a huge role to play in helping reduce the amount of food we waste and we are working together to achieve solid results.
"We hope that by working with Sainsbury's, we will help individuals enjoy their food more by learning to love their leftovers, which will help the environment and save money."
Defra Environment, Food and Rural Affairs Minister, Lord Taylor added: "The government-backed Love Food Hate Waste campaign also provides advice to consumers on how to avoid food going to waste and the Government is leading by example after introducing standards requiring caterers to reduce what we throw away."
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