The below-the-line ‘Great taste, less waste’ campaign will see all relevant Morrisons food ranges carrying stickers with advice on how to best store the product in order to prolong life and reduce food waste.
The fourth biggest UK supermarket chain claims the food waste issue is currently ignored by its rivals, and the public are ill-informed, despite government figures showing 12 million tonnes of food goes to landfill each year. Morrisons says the food production and retail cycle contributes 2% to the UK’s CO2 emissions, while food dumped in landfill produces methane that is 24 times more corrosive than CO2.
Morrisons says that consumers could save up to £600 a year (or £50 a week) if they follows its advice. Morrisons’ customer research shows that only 12% think supermarkets “get packaging right” to help them keep food fresher for longer.
A spokesman said the move will “help to fuel loyalty” among Morrisons’ customers, because the on-pack, in-store, web and PR campaign will help them to save money and contribute to improving the environment.
“Morrisons is already doing well on reducing its own food waste, but what’s the point if we don’t help customers to do their bit as well?” he said.
The interactive ‘Great taste, less waste’ section of [the Morrisons website] presents five concepts:
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