A London-wide environmental project that could cut avoidable food waste and save the city an estimated €320 million (£269m) is being used as a test bed for action Europe-wide.
The TRiFOCAL London scheme, a partnership between resource efficiency organisation Wrap and the London Waste and Recycling Board, together with environmental regeneration charity Groundwork London, will combine messages on food waste reduction, food waste recycling and healthy, sustainable eating.
The project, which has €3.2m (£2.69m) of European Commission funding behind it,
will encourage consumers to prevent food waste by changing the way they shop for, store and prepare their food.
Londoners will also be urged to recycle their food waste and eat in a healthier, more sustainable way by changing their purchasing and preparation practices.
If successful in London, the initiative may also be rolled out in other European cities.
According to Wrap, London households throw away an estimated 900,000 tonnes of food each year, of which 540,000 tonnes could have been eaten. Not only does this cause environmental damage, it also creates great expense for consumers, local authorities and businesses.
Antony Buchan, head of programme at Resource London, said: “TRiFOCAL London represents a fantastic opportunity for Resource London to look at the bigger picture around food: what we consume in London, and how we deal with the unavoidable food waste that’s generated.
“We want to help Londoners consume food more sustainably, save money and get a bit healthier by doing it, and then use their food recycling services more effectively.”
Starting in September 2016 and running for three years, TRiFOCAL will engage with 33 London boroughs, including householders, hospitality and food service businesses, local communities and schools.
The organisers will use a range of communications approaches, including events, advertising and direct engagement with residents.
“We'll be workingcloselywith communities and schools, helping both adults and children to make more informed foodchoices thatare healthier andless wasteful,” said Lindy Kelly, Groundwork London's executivedirector.
The project will build on Wrap’s previous consumer campaigns Love Food Hate Waste and Recycle Now, as well as Recycle for London.
