The Co-operative Group has responded to the ongoing labelling debate by including storage instructions for fruit and vegetables on its loose fresh produce bags as part of the government-backed Love Food Hate Waste campaign.
The storage instructions, printed on the bag, will relate to a selection of loose fruit and veg and indicate the optimum conditions under which each of the products should be kept to maintain freshness in an effort to help tackle the growing problem of household food waste.
The campaign aims to raise awareness of the need to reduce food waste, as well as providing practical tips and solutions to help consumers waste less food.
According to the Waste & Resources Action Programme (WRAP), UK households throw away 6.7 million tonnes of food every year - 70 per cent of which could have been eaten - costing around £617 per household.
Richard Swannell, director of retail for WRAP, said: “We welcome this latest initiative from The Co-operative, which makes it easier for their customers to know how to best store fresh fruit and vegetables. For example apples, kept in the fridge can keep for an extra two weeks.”
The Co-operative is also supporting the Love Food Hate Waste campaign by switching the emphasis of its promotional offers - particularly on perishable goods, such as fruit and veg - from buy one get one free to half-price offers.
By doing so, the retailer hopes to further reduce food waste in the home by helping customers buy what they actually need, rather than doubling up on items they don’t necessarily want simply to take advantage of the promotional deal.
Debbie Robinson, director of food marketing at The Co-operative Group, said: “Household food waste is a growing problem and, as the UK’s largest convenience store retailer, we are determined to do all we can to help our customers tackle this issue, as well as helping them to spend wisely in these difficult times.”
Later in the year, The Co-operative’s membership teams will also be running a series of “Watch your Waste” events throughout the UK, featuring cookery demonstrations and tips on how to reduce waste.
Last month, the Love Food Hate Waste campaign scooped the Re:fresh Stubbins Innovation of the Year award at the annual industry ceremony in London.
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