Sainsbury’s seeking town for £1 million investment to trial food waste reduction techniques


A £10 million project has been launched by supermarket Sainsbury’s to reduce household food waste.

The retailer also plans to invest £1 million in a town in 2016 that will become a test bed for innovation to discover which initiatives are most effective in reducing household food waste.


Findings and recommendations from this trial phase in year one will be developed into a blueprint and made public in subsequent years so that communities across the country can benefit from the results.

Sainsbury’s is looking for a town with a population between 15,000 and 300,000 and has a Sainsbury’s store within a five-mile radius for its Waste Less, Save More programme.

It will work with the town on developing the year-long investment plan that could include:

  • 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
  • New packaging to keep products fresher for longer
  • Educational programmes for local schools and community centres.


Sainsbury’s chief executive Mike Couple said: “We know that waste – particularly food waste – is a big challenge for households across the UK and it’s something that 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.”

Environment Minister Rory Stewart added: “Everyone has a role to play in reducing food waste and I congratulate Sainsbury’s for looking at innovative solutions to address this nationwide problem.

“Waste Less, Save More is bringing together a major retailer and communities to generate new ideas to tackle this issue. I look forward to seeing the successes from this scheme.”