Last updated 09/03/2010
This week sees Morrisons, one of the top four food retailers in the UK, launch wide ranging measures as part of its ‘Great Taste Less Waste’ programme aimed at significantly reducing the amount of food waste the UK throws away each year.
- The programme comprises three core areas:
The ‘smart’ use of packaging to benefit the life of produce and keep it in good condition
• Research commissioned by Morrisons found that 44% of shoppers believed prolonging the life of fresh produce would help them waste less - Development and adoption of ‘Best Kept’ to ensure produce is properly stored in the home to ensure longest life
• Research found that 49% of shoppers would welcome guidance on how to store fresh food properly - Consumer education to reduce waste through effective meal planning
• Research found that 57% of people regularly over-estimate the quantity of food that will be eaten during a meal and 21% of those questioned stated that recipe advice would help cut down the amount of food they waste
With 36% of food waste being fruit and vegetables, Morrisons Head of Produce, Jane Speakman, said: “Fruit and vegetables are the most frequently wasted foods, therefore Morrisons is focusing on fresh produce. Two thirds (65%) of UK consumers regularly throw away fresh produce despite feeling guilty about wasting both food and money. Our Great Taste Less Waste campaign aims to help customers use up what they buy and get more meals for their money, to cut down on food waste.”
The problem of food waste in the UK
The nation discards 8.3 million tonnes of food every year. This waste has both high environmental and economic costs:
- In landfill, food waste rots, producing methane, which contributes to climate change
- At least £12 billion worth of food that could have been eaten is thrown out each year – an average cost of £680 per family
- Waste food is worse for the environment than well thought out packaging
The Morrisons research found that most of this waste could be avoided with better storage and preparation advice.
The Morrisons programme
1. ‘Smart’ use of packaging to maximise life of produce
Morrisons has begun scientific research in conjunction with Writtle College, a partner of the University of Essex, to understand how packaging affects the life of fresh fruit and vegetables and whether it can benefit storage in the home.
For example, the life of broccoli can be lengthened by two days if kept packaged and in the fridge. However, 72% of shoppers are currently unaware of this. Further tests will be carried out over the next 12 months across produce that is regularly thrown away.
Dr. Chris Bishop of Writtle College said: “Broccoli is very much part of the average weekly shop and our initial findings clearly demonstrate that packaging and correct storage advice can contribute to prolonging food life, and reducing food waste. Our tests are independent yet specialist. I believe that we all have a vested interest in the identification of packaging that helps people store food more effectively and ultimately waste less.”
2. Development and adoption of ‘Best Kept’ information
Morrisons is rolling out ‘Best Kept’ labelling information on more than 100 lines of fresh fruit and vegetables, advising consumers how they should store it to keep it at its freshest and tastiest for longest.
For example, the ‘Best Kept’ label on bags of baking potatoes advises: “Store in a cool dry place” and on carrots: “Keep in the fridge”. As well as having ‘Best Kept’ on pre-packaged produce, Morrisons is the first major supermarket to introduce Easy Pick bags (for loose items) as a trial, giving clear information on how best to store fresh produce at home.
Examples of ‘Best Kept’ include:
• Tomatoes are best kept at room temperature, yet 83% of us store them in the fridge
• Apples are best kept in the fridge, however 66% keep them in fruit bowls at room temperature
• Leeks are best kept in the fridge, yet 37% of us store them in a cool dark place or at room temperature
• Citrus fruits are best kept in the fridge, yet three quarters (76%) store them at room temperature
3. Consumer education and effective meal planning
More than half (57%) of the nation regularly over-estimates the quantity of food that will be eaten during a meal. Morrisons will help consumers get the most from food they buy with multiple recipe suggestions that use the same core ingredients. Morrisons ‘More meals for your money’ will ensure that the core ingredient of a family meal will be available at a special price. The recipe cards will detail one core recipe idea and three secondary recipe ideas and will be situated next to the core ingredient. The first recipes (w/c 08.03.10) will include fresh chicken (part of a 3 for £10 promotion) and fresh salmon – save a third.
Morrisons remains focused on finding the right balance between minimising the packaging of our products, whilst effectively protecting the food within and ensuring food stays fresh.
By continuing to work with WRAP through Courtauld 2, Morrisons aims to find new ways of embedding sustainability into the lifecycle of its products and enabling resource efficiency.
Ends
Notes to editors:
• Morrisons consumer research was conducted among 1,000 people by Redshift Research in February 2010
• Writtle College research began in January 2010 and is ongoing
Additional research insight:
Factors that cause food being thrown away
Appearance has changed/developed mould 70% of respondents
Sell by/use by date has passed 53% of respondents
Smells bad 51% of respondents
Cooked too much and didn’t eat leftovers 37% of respondents