A series of new industry partnerships led by the Waste & Resources Action Programme (WRAP) have provoked a mixed reaction from experts across the field.

Organisers believe it could considerably reduce food and drink product damage throughout the supply chain and improve product quality by developing new category-specific innovations in manufacturing, packaging, storage, distribution and retail.

But the Food Ethics Council has criticised the initiative suggesting that sustainability should be the key focus.

Commissioned as part of WRAP’s strategy to minimise food and drink waste, the new projects will research a range of solutions. If successful they will help reduce costs for businesses and consumers, improve quality and reduce environmental impact.

The research studies are being led by Adare, Campden BRI, East Malling Research, Giraffe Innovation and Premier Foods. Asda, Co-operative, Sainsbury’s and Tesco are each involved with a project.

The findings are expected to generate a number of innovations at a category level, and reveal insights into consumer behaviour and drivers. These insights will be utilised in the Love Food Hate Waste campaign to help consumers save money by reducing waste.

Charlotte Henderson, retail supply chain programme manager at WRAP, said: “This innovative research, which spans the entire supply chain through to the consumer, will reduce costs and waste for retailers and food manufacturers.

“We’ll be sharing these results with industry from late 2009 and throughout 2010 and we’re excited by the potential to deliver real change for the grocery sector, as well as helping consumers save money.”

But Tom MacMillan, executive director of the Food Ethics Council, said the strategy may have been a missed opportunity: “Food waste is harmful and unfair, and it is essential to stop food going into landfill.

“But the irony is that consumption growth and persistent inequalities look set to undo the good that cutting food waste does in reducing our overall use of natural resources and improving food security.

“Now is the moment all parties should be searching out ways to define prosperity that get away from runaway consumption. Until they succeed, chucking out less food won’t make our lifestyles more sustainable.”