Morrisons has launched a new campaign to vastly cut the amount of food waste in packaging and reduce the emissions its stores create.
The Great Taste Less Waste programme aims to reduce the amount of food waste its customers create, having investigated optimum ways to package fresh produce so that it lasts as long possible. It also aims to educate its customers on how best to store it at home.
Another reason for launching the campaign was that food waste has three times the carbon emissions of packaging waste and accounts for two per cent of carbon emissions generated by the UK.
The supermarket has used its own laboratories and other scientific establishments to work out the most effective packaging and storage solutions for fresh produce.
It has discovered that green and red peppers need no packaging at all, but cucumbers are best packed in shrink-wrapped film and will last up to 14 days compared to three days with no packaging.
It will now put stickers on its fresh produce advising customers on how best to store food. This will include advice to put apples in the fridge because they will last up to 14 days longer, while leaving tomatoes in the open air will also make them stay fresher and taste better, according to the retailer.
Morrisons chief executive Marc Bolland said: “We want to reduce rubbish. We want to make sure people use what they buy and eat what they buy. Food waste is a major cost for families of £600 per household per year.”
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