Morrisons launched a major initiative this week focusing on fresh produce waste.
The campaign is part of its Great Taste Less Waste programme, aimed at significantly reducing UK food waste in line with Courtauld 2 promises.
The programme comprises three core areas: the smart use of packaging to benefit the life of produce and keep it in good condition; the development and adoption of Best Kept to educate consumers on correct storage; and consumer education on effective meal planning.
Morrisons head of produce Jane Speakman said: “Fruit and vegetables are the most frequently wasted foods - therefore, Morrisons is focusing on fresh produce. Two-thirds of UK consumers regularly throw away fresh produce despite feeling guilty about wasting both food and money. Our Great Taste Less Waste campaign aims to help customers use up what they buy and get more meals for their money, to cut down on food waste.”
Morrisons’ own research found that most food waste could be avoided with better storage and preparation advice. The retailer has begun scientific research with Writtle College to understand how packaging affects the life of fresh fruit and vegetables and whether it can benefit storage in the home. For example, the life of broccoli can be lengthened by two days if kept packaged and in the fridge. However, 72 per cent of shoppers are unaware of this. Further tests will be carried out over the next 12 months across produce that is regularly thrown away.
Dr Chris Bishop of Writtle College said: “Broccoli is very much part of the average weekly shop and our initial findings clearly demonstrate that packaging and correct storage advice can contribute to prolonging food life, and reducing food waste. Our tests are independent yet specialist. I believe that we all have a vested interest in the identification of packaging that helps people store food more effectively and ultimately waste less.”
Morrisons is also rolling out Best Kept labelling information on more than 100 lines of fresh fruit and vegetables, advising consumers how they should store it to keep it at its freshest and tastiest for longest.
Morrisons hopes to help consumers get the most from the food they buy with multiple recipe suggestions on cards that use the same core ingredients.
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