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Love Food Hate Waste

The issue

If food waste was a country, it’d be the third biggest contributor of CO2 after China and USA.

70% of the food that is wasted in the UK is wasted by citizens in their own homes. That’s 4.5 million tonnes of food that could have been eaten being thrown away every year. 

So citizens can make the biggest difference when it comes to the UK’s wasting food problem – the power is in their hands.

The connection between wasting food and climate change

81% of citizens are concerned about climate change, however only 37% realise the connection with wasting food.

There is a huge environmental cost to wasting food. It isn’t just about the gases from food rotting in a bin or landfill, it’s the waste of all the precious resources that it takes to bring that food to your plate – the land, water, energy and hard work (not to mention love and care!).

This is the messaging we use to create a lightbulb moment for our audience. We need to help people make this very simple, but very powerful connection. We know our audience cares about protecting our natural world, so we’re going to borrow that motivation to give people a powerful reason to care about food.

Our strategy

We take a targeted approach with our campaigns – focussing on the 18–35 year old age group (who waste more food than any other age group), and looking at the key products that we waste the most of at home: potatoes, bread, milk, and chicken. Our campaigns are primarily digital, as we know this age group are very active on social media.

Citizens are in different places in their understanding of wasted food. Love Food Hate Waste works alongside our sister campaign, Wasting Food: It’s Out Of Date; the two coexist to help people progress from understanding why wasting less food matters, right through to taking action.

Love Food Hate Waste® is now recognised by around 1 in 3 citizens in the UK. It focusses on people who are already or are looking to take action, providing practical tips and advice. The  website provides recipes, advice, and tools, such as the Portion Planner, Food Storage A–Z, and the Chill the Fridge Out temperature checker tool, all of which are making a real difference and influencing behaviour.

At the other end of the spectrum, Wasting Food: It’s Out Of Date is about motivating those who don’t yet know or care about the issue of wasting food. We aim to spark awareness and see that action is possible and worthwhile with their own individual actions leading to collective impact.

Our story

The Love Food Hate Waste team has developed world-leading programmes for preventing food from being wasted. We unite, motivate, and inspire citizens to keep food out of the bin and on their plates.

Underpinned by robust research, we work with strategic partners to build and deliver  insightful campaigns, taking our message directly to citizens in practical, achievable ways. We believe in challenging attitudes, behaviours and mindsets to ensure citizens know the value of food: buying what they need, eating what they buy, and storing their food correctly.

We are the people who love food, and do all we can to stop it going to waste.