by BFFF
May 27th, 2021
4 mins
BFFF

WRAP have recently reported on the success of their first Food Waste Action Week, which took place at the beginning of March 2021. The aim of the week was to raise awareness to citizens of the link between wasting food and climate change.

WRAP have confirmed that nearly half of those who saw the messaging for Food Waste Action Week (FWAW) 2021 have reported doing something different, or planning to in the future, to reduce food waste.

WRAP partnered with Nadiya Hussain, a celebrity chef, TV presenter and author, who helped to raise the profile of their awareness week and the impact food waste is having on our planet.

Spreading the message that ‘Wasting Food Feeds Climate Change,’ the Week set the British public a #FoodWasteActionChallenge to help reduce their household food waste. One in three UK adults heard or saw messaging about food waste during this first annual week of action, delivered by Love Food Hate Waste.

The BFFF and more than 135 other businesses and organisations gave their support during the week, helping to drive awareness nationwide through an array of public and social media activities. These activities generated more than half a billion opportunities to see the campaign across all channels, including PR circulation and viewership.

Plans are now underway for what Love Food Hate Waste confirms will be an annual event. Sarah Clayton, Head of Citizen Behaviour Change at WRAP, “Food Waste Action Week 2021 was an incredible success, especially considering the backdrop of the continuing pandemic. I thank all the businesses and organisations involved for their commitment during the Week, helping citizens make the link between climate change and wasting food.

“Wasting food is an issue that impacts us all, and we are all part of the problem. Our hope for this Week was to empower more people to be part of the solution – and it has. The fact that almost half of people who came across messaging about Food Waste Action Week have changed or plan to change their food waste behaviour is a great example of this. We are looking forward to making Food Waste Action Week 2022 an even greater success”.

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