LOVE FOOD HATE WASTE PARTNERSHIP STRATEGY
Food waste has significant environmental, economic and social implications. There is an estimated $20 billion lost to the Australian economy each year due to food waste. In addition to the economic costs, over 5.3 million tonnes of food that is intended for human consumption is wasted from households and the commercial and industrial sectors each year. This wasted food has significant impacts on the environment through the use of resources and contribution to greenhouse gas emissions.
Food waste avoidance is a complex issue with deeply embedded behaviours and it cannot be solved by government alone.
House of Kitch developed the Love Food Hate Waste Partnership Strategy to strategically collaborate with partners to achieve the LFHW program goal: making food waste avoidance a social norm.
As part of the strategy development process, House of Kitch conducted extensive in-depth interviews with a broad cross-section of current and potential partners across the food industry – including Supermarket chains, home delivery services, universities, charities and environmental organisations. Partners unanimously believed that they could not achieve change on their own, and they wanted to be part of a campaign that was bigger than what they could achieve on their own.
By analysing the data and behaviour change levers, House of Kitch determined that millennials and families with children would most effectively deliver Food Waste prevention outcomes. Both of these groups will also teach these behaviours to the next generation. Our strategy was to work with a bespoke group of partners to develop creative and innovative campaigns that would inspire consumers to waste less. HOK worked towards the development of turn-key campaigns and regular verified content that could be easily tailored to requirements.