New initiative aims to cut food waste and promote healthy eating

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New initiative aims to cut food waste and promote healthy eating Nine London boroughs lead campaign to raise awareness about food and waste

Mark Gould

Monday, 15 May 2017

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A new project aimed at helping Londoners reduce food waste while promoting healthy and sustainable eating and recycling of unavoidable food waste, has named nine pioneering boroughs that will support the initiative over the next two years.
The announcement comes as new figures from the government"s waste advisory body Wrap reveal that Britons throw away some 1.4bn bananas every day at a cost of £80m.
The new project known as Trifocal* will target households, schools, community groups, hospitality and food services businesses as well as large businesses in the boroughs through an integrated communications campaign later this year.
The nine boroughs, which are based in North, South, East and West London, are: Bexley, Croydon, Hackney, Hounslow, Islington, Lambeth, Merton, Sutton and Tower Hamlets.
Trifocal will focus on raising awareness about the value of food – combining messaging about avoiding wasting food, healthy and sustainable eating and increasing recycling rates for unavoidable food waste both in the home and when eating out.
There will also be London-wide activity including engagement with large employers to raise awareness and a London harvest festival to celebrate the value of food.
This is the first time these core messages will be tailored and targeted simultaneously in a choreographed approach on this scale.
Successes within the nine London boroughs will be shared across other London boroughs to amplify their impact, while seven EU cities have joined the programme as "replication cities". These will look to conduct similar initiatives within their own municipalities. They are Barcelona, Brussels, Burgas, Dublin, Milan, Oslo and Växjö.
Peter Maddox, Director, Government Programmes Wrap and a Resource London board member said, “It’s very exciting to announce this phase of Trifocal London with our nine partner boroughs. Having this scale of support will help us test, measure and understand how we can apply learnings from these pilots across our capital city, and beyond. We shall test different approaches combining the three core themes of reducing food waste, healthy and sustainable eating, and increasing food waste recycling. This will help people and businesses save money, and benefit the environment.”Type 2 Diabetes Treatment
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