1. behaviour change campaigns?
Love Food – Hate Waste?
Inspirational food –
how can we inspire universities and colleges to reduce waste through positive
behaviour change campaigns?
Jo Kemp (Lauren Naylor Morrell, Victoria Frodsham), StudentForce for Sustainability
Emma Marsh, Wrap
Dave Morton, University of Winchester
Daniel O’Connor, Newcastle University

2. Love Food – Hate Waste? Emma Marsh – The Food Waste Agenda
Dave Morton – A University approach
StudentForce – Community engagement
Panel Discussion

3. Emma Marsh
Community Partnerships Manager

4. The scale of the challenge
Preventing household food waste and partner support
Impact to date
Manchester City Council in partnership with Manchester University

5. Most of the UK’s (known) food waste arises at the household level

6. Household food waste 50% of total UK food waste
Over 5 mt reaches landfill
At least 60 and up to 80% is avoidable:
Worth £12 billion or £50 month for the average HH
Includes 17 billion “5 a day” portions
Responsible for the equivalent of 20Mt of CO2e; the same as 1 in 4 cars on UK roads

7. 55% “left & unused; 45% “prepared, cooked, served too much”
25%
16%
13%
12%
10% 6%
55% “left & unused; 45% “prepared, cooked, served too much”
Planning
Buying
Storage
Preparation
Use

8. Awareness of household food waste as an issue is high 65% agree that the “average family” could save c. £50 a month
However personal acceptance & recognition is much lower 77% estimate their own potential savings to be < £20 a month (26% say £0!)
Kg per person per week
16-24
25-34
34-44
45-54
55-64
65+

9. Changing consumer behaviour
“Love Food Hate Waste”
Partner activity
Changing the retail environment
ensuring retailers change /improve products and practices to help consumers waste less

10. Enabling partner activity
Introductory materials & case studies
Template resources
Regular press releases\ briefing notes
Training partner staff
Strong partnerships with food industry, local authorities, community groups, wider media

12. Changing the retail environment - Helping consumers:
Use what is bought
Buy the right amount
Keep what is bought at its best
- Consistent, simple use of dates
- Portioning advice and tools
-Tips and recipes
- Maximum shelf life
- Packaging design
- Clear storage guidance
- In-home tools
- Pack size range and availability
Promotions
In-store guidance

14. Impact to date
In 2009, a minimum of ~380,000 tonnes pa less food waste collected than in 2006/7 The value of the food waste avoided in 2009 is around £860 million, and the reduced emissions of CO2e is around 1.6 million tonnes An integrated approach has delivered a minimum of c. 5% reduction over 3 years 14

15. Manchester City Council and Manchester University - Student Masterchef 2010
To provide information about the amount of food that is thrown away and how much could be saved by using the food already bought
To provide helpful and practical hits and tips on how to reduce the amount of food thrown away
To provide those taking part in the competition with the experience and challenge of working in a professional kitchen

17. Greater Manchester Councils
Enhanced community engagement: 24 local judges (provided time for free) including:
North Manchester FM, Didsbury Women’s Institute, Community Food Demonstrator, Food Co-Operative Manchester, local residents from Manchester, and Fuse FM
Jamie Shemie, Culinary Arts student – ‘It was great to be part of such a well organised campaign. The students were all amazing and it was good to see them learn about reusing food and reducing food waste’.

18. 46 entries (up 48% on 2009)
An increase in traffic on the pages from 17 users who stated that they liked the Recycle for Manchester web pages to 90 users at the end of the campaign
11 press articles
Business sponsorship including Fareshare and Manchester restaurants
Total cost just £1,234!

19. Enable
Encourage
Engage
Exemplify

20. Emma.marsh@wrap.org.uk www.lovefoodhatewaste.com/partners
Thank you

21. Sustainable Catering at the University of Winchester

22. What is LIFE
Local
Independent
Fair
Ethical

23. Our journey
2003
Introduce waste segregation 2 years before recycling schemes introduced
2005
plastic and paper and cardboard recycling starts at the university
2007
Composting of coffee grouts on site by University gardeners
2009
Waste cooking oil sent to disabled charity for conversion to bio-diesel
2010
Food waste collections begin for composting off site.
2011
Auditing separate waste collections points to pin-point problems.

24. Communicating to Customers
Collect initial customer feed back
Produce marketing literature for customers about recycling and food wastage
Introduced LIFE week just after Freshers week to publicise our commitments to new students
Continue to monitor feedback from customers.

25. Operational Problems Customers not caring about recycling
Mixing up waste streams and recycling in bins
Still excessive “landfill” waste after removing recyclables
Large volume of food waste pin-pointed by contractor

26. We Cater for Life
The Future?

27. Are Universities Loving Food and Hating Waste?
StudentForce for Sustainability working and learning for a sustainable future
15 years of experience: over 800 graduates on placement
37 graduates in Colleges and Universities
Working in partnership: NUS, EAUC, Wrap, Defra, IEMA
97% into paid employment following a placement

28. Greener Living Assistants
Are Universities Loving Food and Hating Waste?
Greener Living Assistants
Ethical cake bakes
Food-cycle project
Growing projects
Catering departments in Green Impact
Conversations on food issues: staff, students and procurement
Waste removal, on the cards. Waste reduction education….?

29. Increase the amount of Committed Food Waste Reducers
Community Engagement: Lincolnshire County Council
Increase the amount of Committed Food Waste Reducers
across the county
2 graduates to engage communities, focussing on active community groups.
Providing support, inspiration and advice for participating organisations to achieve significant sustainable behaviour change
55 events across Lincolnshire over 5 months, 5600 reached
Large scale cookery demonstrations.
Local chef demonstrations for community groups
Market, supermarket and library stalls
Children centre cookery demonstrations and community group interactive workshops.
Short talks and presentations.
Training workshops

30. Community Engagement: Successes
Large footfall Partnership working Conversational engagement

31. Community Engagement: Successes
Localised marketing High frequency Locally tailored

32. Community Engagement: Successes
One-to-one support Longer term engagement Skills development

33. Community Engagement: Successes
In-depth support ‘Train-the-Trainer’ Multiplier Effect

34. Challenges Opportunities Community Engagement: Outcomes Timescales
Season
Duration
Recruitment of attendees
Staffing/contact changes
Opportunities
Universities
Schools
Recipe Books: link to other locally relevant food issues

35. (Local Communications Advisor, WRAP)
Love Food Hate Waste: Community Engagement
“The WRAP-funded Love Food Hate Waste campaign in Lincolnshire was delivered very effectively, engaging with a wide range of people and delivered on time and to budget.
Thousands of people have received messages about food waste and how to avoid it thanks to the hard work of everyone working on the project in Lincolnshire”
(Local Communications Advisor, WRAP)

36. Love Food Hate Waste: University Engagement?
Peer to peer engagement
Food Waste tackled at the cause: Habit Discontinuity
Engagement across campus and community :
staff and students
Longer term intervention : institution specific
Partnership opportunities

37. Contact us!
For further information contact Jo Kemp, Education Sector Coordinator

38. Love Food – Hate Waste? Panel Discussion
Emma Marsh – The Food Waste Agenda
Dave Morton – A University approach
StudentForce – Community engagement
Daniel O’Connor – Waste Management
Panel Discussion

39. behaviour change campaigns?
Love Food – Hate Waste?
Inspirational food –
how can we inspire universities and colleges to reduce waste through positive
behaviour change campaigns?