Elmlea teams up with ‘Taste, Not Waste’ cafe to highlight food waste

From:Packaging News

UK households are throwing away up to 40% of their food shop including packaging, according to a new poll commissioned by cream brand Elmlea.

From the 1,500 adults polled, the study found that the top three ingredients most likely to be thrown out were lettuce, bread and bananas.

When questioned, 74% of respondents said they are ‘left baffled’ when it comes to knowing what to do with leftovers and ingredients approaching their use by date.

To raise awareness of this issue and inspire Brits to make a change on how we approach waste, a social-concept café is opening its doors in line with ‘Stop Food Waste Day’.

Open for one-day-only – tomorrow – the pop-up eatery dubbed the ‘Taste, Not Waste’ café will be serving hundreds of free lunches using the top 20 foods most likely destined for landfill.

Taking place in close proximity to Oxford Circus, Londoners can pop-up between midday and 3pm for their free lunch.

Gemma Williams, brand strategy & innovation manager at Elmlea, said: “The scale of the food waste problem is staggering, as a nation we need to unite in driving education, as well as make tangible changes to our culture around food that will help reduce these figures.

“With 90% of us throwing food away too soon, we hope the ‘Taste, Not Waste’ café will fuel inspiration and show attendees how you can make delicious recipes that will use up the food that’s about to go bad in your fridge or pantry.

The study found that lettuce, bread, cucumber, and milk followed by fruit and vegetables were the most likely food to be wasted – along with their packaging.

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