Love Food, Hate Waste campaign-North London

To tackle increasing food waste arising north London, the North London Waste Authority (NLWA) decided to run a Love Food Hate Waste Campaign (national campaign) which was funded by the Waste and Resources Action Program (WRAP). The activities were implemented from June 2009 to March 2010. The main objectives of this campaign were:  1. to increase the percentage of committed food waste reducers in the NLWA area by 10% (suggested by WRAP)  by March 2010, 2. to divert 5.630 tonnes of food waste over a 12 month period. 
The campaign targeted a variety of activities including: 6 Food waste road shows (total number of people that have seen the stands at 4 road shows was 31,911), food waste adviser training for Borough and NLWA officers, a recipe competition for residents, community kitchen workshops, and events with local businesses. A part from above activities 43 retailers received the retailer engagement pack, a media campaign including outdoor advertising was set up and finally a new website was created specifically for the Love Food Hate Waste NLWA campaign.  The 10% target  for the participation rate was based upon the number and type of activities delivered in north London and comparing these activities to those delivered by similar campaigns elsewhere, for which market research on impacts has been carried out.

Compositional analysis results for NLWA: between November 2009 and May 2010:  decrease by 4.4 % of food waste in the residual waste stream, decreasing from 30.31% to 25.89% (other possible contributory factors for this decrease: impact of the landfill tax and the general economic activity decline since 2008).

For more information:   http://www.nlwa.gov.uk/

Dimitra Rappou (Waste Prevention Officer) - Mail :  Dimitra.Rappou@NLWA.gov.uk

General data

Waste prevention activity data