WRAP chief executive Marcus Gover has called for more people to join WRAP in the food waste fight.
Speaking at RWM, he announced a new stage in the organisation’s consumer food waste prevention strategy.
This new stage will focus on change through various partnerships and bring a targeted approach to food waste prevention across the UK.
The WRAP chief executive would like individuals and companies to help WRAP create a nationwide campaign to help citizens cut food waste in the home.
He outlined how WRAP has dedicated time to recalculating, re-focusing and researching the cause of food waste in the household.
WRAP wants to work with others to establish the most wasted food products and engage with people who create the most waste. It aims to initially focus on two factors that are common in the UK home that generate food waste: buying the right amount of food, and storing the food to make it last longer.
He said: “We’ve had good success with Love Food Hate Waste and a broad-brush approach in the past, cutting household food waste by 12%. But it’s clear we need to concentrate on the finer details now. A new approach is required, and we’ve developed a more targeted phase in our strategy for specific behaviours and foods through more precise understanding of the subtleties at play.”
WRAP aims to connect with 18-34-year olds first due to aspects such as moving away, their first job and individual responsibilities, such as families, all of which could trigger food waste. WRAP also discovered that this age group wasted food more than others due to their lifestyles.
The company wanted to create debates and discussions by engaging with multiple organisations, to make it easier and accomplish a significant change.
WRAP will organise a food summit this Winter, alongside other organisations and partners to share opinions and insights, develop a unified outlook of success and create solutions.
He added: “Household food waste reduction has plateaued and it’s clear to me that with many organisations and individuals working on isolated projects, we need to bring these separate strands together to form stronger ties, and joined-up action to stop food waste.”
WRAP is producing a series of toolkits compromising consumer insights and communications materials. Partners can adapt this for their own use, and make to fit their own campaigns.
Marcus Gover said: ““We’re creating the space and providing the tools for a co-created plan of action and catalyse collaborative change on a massive scale. It’s a new way of working for WRAP, but one we believe is necessary to galvanise real change.”