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#PerfectlyGood Campaign Aiming to End Label Confusion, Save the UK £50M in Food Waste Costs

Image credit: Approved Food

The UK is the epicenter of the circular economy movement, with both the public and private sectors making sweeping commitments and headway toward eliminating waste of all kinds throughout its economy.

Food waste is a particularly high priority: Since a 2015 study revealed that the UK is the worst-performing European country in terms of food waste, a host of initiatives — including TV shows, redistribution schemes, and edible solutions — have arisen, aimed at addressing the problem on both the consumer and commercial end. And just last month, the Scottish Government announced plans to reduce food waste by 33 percent by 2025.

But recent research by Approved Food, the largest online retailer of short-dated and residual stock food and beverages, has revealed a significant stumbling block where these efforts are concerned: More than 50 percent of people across Scotland throw away food that is approaching or past its best-before date despite it being perfectly safe to eat.

In response, the retailer has launched its #PerfectlyGood campaign in an effort to clear up confusion around best-before and use-by dates, which it asserts could save the region £50m — and countless pounds of food.

Approved Food is working with food manufacturers and suppliers to provide an alternative route to market for stock that would otherwise end up in landfill — to date a staggering 32 million items, according to the company. Its recent survey of 2,079 people from across the UK on their food waste habits also showed that while 52.7 percent of participants in Edinburgh responded to say that they would not throw away such produce, a staggering 61 percent of Glaswegians said that they would. Both figures are higher than the UK average, with just 42.4 percent of people of people surveyed in total saying they would discard such items ‘sometimes’ or ‘all the time.’

Click to enlarge.

Approved Food founder and food waste reduction campaigner Dan Cluderay saidsuch ‘needless waste’ was the result of confusion between what was safe and what was not — with 11.5 percent of the nation also mistakenly believing that use-by dates were indicative of quality, not safety.

“There is a lot of misunderstanding around food labelling and it can be confusing,” Cluderay said. “People are puzzled by what ‘best before’ and ‘use by’ actually mean, so it is little wonder that families are throwing away perfectly good food when they don’t need to.”

In a 2015 report, WRAP estimated that an increase on product life of just one day across a range of foods could prevent roughly 250,000 tons of food waste each year — in UK households and in the supply chain. But clearing up consumer confusion around these dates is vital for significant behavior change.

“We want to make sure people are thinking before they throw food away,” Cluderay said. “But until something is done to tackle this confusion we simply don’t see that the ambitious targets laid out by the Scottish Government are achievable.

“That’s why we are investing everything we’ve got in our new #PerfectlyGood campaign in a bid to raise awareness of the difference between best-before and use-by dates, to reduce waste and save the UK £50m.”

The campaign page provides detailed information and examples of the meaning and differences between “Best before,” “Use by” and “Sell by” dates along with tips on extending the life of your food purchases. Approved Food is inviting consumers to feed the campaign by posting pictures of themselves on its  Facebook or Twitter pages with food that is still #PerfectlyGood to eat and the #PerfectlyGood hashtag.


Launched in 2006, Sustainable Brands has become a global learning, collaboration, and commerce community of forward-thinking business and brand strategy, marketing, innovation and sustainability professionals who are leading the way to a better future. We recognize that brands today have… [Read more about Sustainable Brands]


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