It sounds like the latest instalment of a Hollywood franchise. The signs are that the third phase of the Wrap-led Courtauld Commitment to cut waste has been given high marks from the industry’s critics. And why? It appears to be simple – it’s the drive to cut food waste.
The new commitment sets its sights on reducing household food and drink waste by 5% by 2015, from a 2012 baseline. As our recent news story shows, the latest phase has been applauded by many industry leaders who flag up the fact that Wrap has recognised the important role that packaging plays in protecting products.
It is good news for our sector, as it’s a drum we’ve been banging for some time and with good reason. Society’s attitude to food waste is shocking and it’s worth reiterating the figures – we throw away over 7m tonnes and more than 60% of that could have been eaten. It’s wrong that while other parts of the world suffer food shortages, we feel that we can just chuck stuff away because it’s slightly past its sell-by date.
Attitudes need to change – it won’t do to keep buying food and leaving it in the fridge untouched. And it can’t be right for grocery stores to sweep food off the shelves at the end of each day and consign it to the bin.
The Fresher for Longer campaign is a huge step forward to get the message out. Educating the masses on packaging’s crucial role in keeping food can help dispel myths and hit those new targets. With 45 retailers, brands and manufacturers on board with Courtauld 3, the chances of finally bringing the 7m tonne figure down must surely be good.
By 2015, Courtauld 3 will have run its course and, to keep the movie analogy going, by then we should have an idea whether it’s one of those rare things – a trilogy that actually improves with each instalment.
