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Communicating about food waste

Food waste messages for

maximum impact – how to

engage your residents in

prevention and collections

WRAP’s vision is a world without waste, where resources are used

sustainably.

We work with businesses and individuals to help them reap the

benefits of reducing waste, develop sustainable products and use

resources in an efficient way.

Find out more at www.wrap.org.uk

Love Food Hate Waste aims to raise awareness of the need to reduce

food waste and help us take action. It shows that by doing some easy

practical everyday things in the home we can all waste less food,

which will ultimately benefit our purses and the environment too.

Find out more at www.lovefoodhatewaste.com

Resources for partners

www.lovefoodhatewaste.com/partners

Written by: Emma Marsh, WRAP, July 2013

WRAP believe the content of this report to be correct as at the date of writing. However, factors such as prices, levels of recycled content and regulatory requirements are

subject to change and users of the report should check with their suppliers to confirm the current situation. In addition, care should be taken in using any of the cost

information provided as it is based upon numerous project-specific assumptions (such as scale, location, tender context, etc.).

The report does not claim to be exhaustive, nor does it claim to cover all relevant products and specifications available on the market. While steps have been taken to

ensure accuracy, WRAP cannot accept responsibility or be held liable to any person for any loss or damage arising out of or in connection with this information being

inaccurate, incomplete or misleading. It is the responsibility of the potential user of a material or product to consult with the supplier or manufacturer and ascertain

whether a particular product will satisfy their specific requirements. The listing or featuring of a particular product or company does not constitute an endorsement by

WRAP and WRAP cannot guarantee the performance of individual products or materials. This material is copyrighted. It may be reproduced free of charge subject to the

material being accurate and not used in a misleading context. The source of the material must be identified and the copyright status acknowledged. This material must

not be used to endorse or used to suggest WRAP’s endorsement of a commercial product or service. For more detail, please refer to WRAP’s Terms & Conditions on its

web site: www.wrap.org.uk

http://www.wrap.org.uk/

http://www.lovefoodhatewaste.com/

http://www.lovefoodhatewaste.com/partners

3

Contents

1.0 Executive summary ...................................................................................... 4 2.0 Introduction ................................................................................................. 6 3.0 Background .................................................................................................. 6 4.0 Research background ................................................................................... 8 5.0 Research insights ....................................................................................... 10

5.1 Attitudes to food waste prevention/recycling .............................................. 10 5.2 Reactions to key messages ....................................................................... 10

5.2.1 The Food Cycle .............................................................................. 10 5.2.2 Buy, Eat, Recycle’ .......................................................................... 11 5.2.3 Motivators ..................................................................................... 11 5.2.4 Type of information wanted by consumers ....................................... 12 5.2.5 Communications methods preferred by consumers ........................... 12 5.2.6 Summary ...................................................................................... 12

6.0 Recommendations ...................................................................................... 13 6.1 When should I communicate? ................................................................... 14 6.2 What messages should I use? ................................................................... 16 6.3 What communications methods should I use? ............................................ 17

6.3.1 Social media .................................................................................. 17 6.3.2 Website ......................................................................................... 18 6.3.3 Leaflets ......................................................................................... 18 6.3.4 Prompts in the kitchen.................................................................... 18 6.3.5 Stickers on food waste caddies/containers ....................................... 18 6.3.6 Posters in the supermarket ............................................................. 18 6.3.7 Training to enable face to face engagement ..................................... 19 6.3.8 Internal communications ................................................................ 19

6.4 Guidelines for developing your communications materials ............................ 20 6.4.1 Principle 1 – Headline ..................................................................... 20 6.4.2 Principle 2 – Hierarchy .................................................................... 20 6.4.3 Principle 3 – Make it personal to the reader ...................................... 20 6.4.4 Principle 4 – Make it Positive ........................................................... 20 6.4.5 Principle 5 – Design........................................................................ 21 6.4.6 Principle 6 – Action ........................................................................ 21 6.4.7 Principle 7 – Contact Information .................................................... 21 6.4.8 Principle 8 – Make Information Understandable ................................ 21 6.4.9 Principle 9 – Testing Designs .......................................................... 21 6.4.10 Principle 10 - Recycle Now Campaign and Love Food Hate Waste ..... 22

7.0 Additional information ................................................................................ 23 Appendix 1 Example tweets ................................................................................. 24 Appendix 2 Example website text to explain the hierarchy of food waste for residents .............................................................................................................. 26 Food waste recycling: what to do with the food you can't eat ............................. 26 Appendix 3 leaflet templates................................................................................ 28 Appendix 4 example food waste prevention tips ................................................. 29

Food waste messages for maximum impact – how to engage your residents in prevention and collections 4

1.0 Executive summary

There is anecdotal evidence that introducing a food waste collection to households leads to a

direct reduction in food waste arisings; the conclusion being drawn that once people see

how much food they waste (in their collection caddy) they will automatically reduce the

amount they throw away.

In 2011 WRAP published a review of the available evidence around the impact of separate

food waste collections on food waste arisings. This showed that there was little evidence

that a separate food waste collection will lead to a change in behaviour around food waste

prevention “at source‟. There was, however, evidence that there was a reduction in

collected food waste, but not whether this was due to a reduction in arisings or increased

diversion for example to home composting. Consumer research carried out in autumn 2011

suggested that council food waste collections may be acting as a barrier to consumers

minimising their food waste. Since then WRAP have carried out further comprehensive

research and analysis giving strong evidence to show there appear to be multiple effects that

work in different directions:

Collections legitimise waste generation for some households.

Food waste collections have a prevention effect in other households.

There is inconsistent evidence on the interaction between food-waste collections and

home composting.

However, there is no strong evidence of the net (or overall) effect. Evidence from local

authorities and households shows no significant difference in amounts of collected food

waste between authorities with or without separate food waste collections. This suggests

that the net effect of introducing collections on arisings is small and of uncertain direction.

Therefore it has been found that the act of introducing a food waste collection

alone is very unlikely to reduce food waste arisings as a whole.

In order to maximise the prevention and recycling of food waste from households

there is a clear case for joining up messaging; whether to help increase the

prevention effect or reduce the legitimisation effect (and the risk of food waste

arisings actually increasing).

Reducing the amount of food wasted in the first place, and that going to landfill brings clear

financial benefits both to local authorities and consumers (£50 a month for the average

family), and environmental benefits overall.

A project to develop and test key messages and communications to build awareness of the

context of food and drive preferred behaviours (act to prevent food waste; use the food

waste recycling collection service for any food you can’t eat [where provided]) was carried

out in 2012/13. This involved both qualitative and quantitative testing among 1,200

members of the public:

50% of the research respondents believe both prevention and recycling are equally

important and 43% believe it’s more important to prevent food waste than to recycle it.


The vast majority understand the food waste hierarchy (prevention then recycle then

dispose) and there is strong evidence that access to a recycling service is a key trigger point

to influence food waste reduction behaviour.

Saving money by reducing food waste is the key hook for all audiences and is of significantly

more interest than recycling information.

There is no evidence that combined messages cause any confusion as they are a natural fit

and in fact the majority (84%) would like to see a combined guide giving tips and benefits

for food waste prevention and how to use a food waste collection service if applicable.

Tips on reducing food waste are useful to all – 88% would find reduction tips useful, and

56% of those who throw away a lot of uneaten food would find tips ‘very useful’.

Two visual tools were tested quantitatively (following the outcome of focus groups): a food

cycle diagram1 and ‘buy, eat, recycle’ narrative2. The cycle diagram is more effective than

“Buy Eat Recycle” for combined messages and those focussing on prevention as a priority.

However both tested extremely well in communicating the food waste hierarchy clearly and

effectively and making the message easy to understand.

There are a number of recommendations coming out of this research:

1. If you do not offer a collection service use Love Food Hate Waste to offer your

residents food waste prevention tips and support.

2. If you have a food waste collection service already established help

residents to recognise the amount of food they waste as this is a major barrier to

both prevention and use of the recycling service. Then help them act to reduce food

waste to capitalize on their heightened awareness of the problem. A combined food

waste recycling and reduction guide would introduce the food hierarchy in a simple

and understandable way; then provide information to help individuals recognise the

issue and personalise it - help people acknowledge that they waste food; provide

tips on how to reduce food waste in the home to help them act on this; provide

information about home composting if that is a priority for the Local Authority; and

end with information on how, when and why to use the recycling collection service

for any food they cannot eat. Use the Food Cycle visual tool (4.2) and Love Food

Hate Waste to do this.

3. If you are about to roll out a food waste collection service:

Ideally 2-6 months before starting the new service raise awareness of the issue

of food waste – help your residents to recognise the amount of food they waste.

Highlight the food waste hierarchy and offer simple tips and solutions to reduce

waste. Use the Food Cycle (4.2) and Love Food Hate Waste to do this. Highlight

the new collection service is coming soon for the food that can’t be eaten.

1 See section 5.2.1

2 See section 5.2.2





During rollout make the how, why and when of the new collection service

the sole focus of your communications at this stage to ensure residents are fully

aware of how to participate. It is recommended that you do not combine

prevention and service messages in your teaser and instructional leaflets during

rollout to ensure clarity of message.

At least 8 weeks after roll-out thank residents for continuing to participate in

the service and highlight progress. Re-highlight the food waste hierarchy, focus

on ‘recycling food waste is good, preventing food waste is even better’ and offer

simple tips and solutions to reduce food waste. Use the Food Cycle (4.2) and

Love Food Hate Waste to do this.

This document now goes on to explore the research in greater detail and provide in depth

recommendations on the messages, methods and techniques for engaging with residents on

food waste.

2.0 Introduction

The purpose of this guide is to provide advice on how a typical local authority

waste/recycling officer can develop and deliver a communications campaign to reduce the

amount of good food which goes to landfill from households and maximise participation in

food waste recycling collections3. This guide is based on new message testing with

consumers and the latest findings from WRAP on the relationship between food waste

recycling collections and food waste arisings. Getting the communications right will reduce

the amount of food wasted in the first place, and that going to landfill. This brings financial

benefits to local authorities and consumers, and environmental benefits overall.

3.0 Background

There is anecdotal evidence that introducing a food waste collection to households leads to a

direct reduction in food waste arisings; the conclusion being drawn that once people see

how much food they waste (in their collection caddy) they will automatically reduce the

amount they throw away.

In 2011 WRAP published a review4 of the available evidence around the impact of separate

food waste collections on food waste arisings. Key findings were that there is little evidence

that a separate food waste collection will lead to a change in behaviour around food waste

prevention “at source”. There was, however, evidence that there is a reduction in collected

food waste, but not whether this is due to a reduction in arisings or increased diversion for

example to home composting.

Further consumer research carried out in autumn 20115 suggested that council food waste

collections may be acting as a barrier to consumers, who use the service, minimising their

3 See WRAP’s comprehensive food waste collection research, guidance and good practice and further Communication tools and guides for local authorities.

4 Literature Review - Relationship between Household Food Waste Collection and Food Waste Prevention August 2011

5 WRAP ‘Effect of food waste collections on arisings’, Tom Quested

http://www.wrap.org.uk/content/collection-and-recycling-food-waste-0

http://www.wrap.org.uk/content/communication-tools-and-guides-local-authorities


http://www.wrap.org.uk/sites/files/wrap/Impact_of_collection_on_prevention_FINAL_v2_17_8_11.33a4f2d0.11159.pdf

http://www.wrap.org.uk/node/16145


food waste. 30% of respondents with food-waste collections cited these collections as a

barrier to reducing the amount of food they waste. This is more than any other reason given

by those with collections. This result has been seen in multiple waves of the WRAP tracker

and in all nations within the UK.

For some people citing food-waste collections as a barrier, it is conceivable that this is not

the root cause of waste generation but a ‘post-event justification’, i.e. a way of justifying the

generation of waste. If, however, the collections are a root cause, this result alone does not

indicate how strong the relationship is between the collections and waste generation.

A further question in the survey indicated that there may also be a strong interaction

between food waste collections and composting, and a weaker prevention effect; 35% of

those who claim to use a food waste collection stated that they now compost more at home

as a result of having a food waste collection. However, the results from this question are not

backed up by findings from kitchen-diary research6. In contrast, they suggest that home

composting is largely unaffected by the presence of collections. Other changes to collection

schemes may have an impact on home composting levels, for instance, charging for garden-

waste collections may encourage home composting, which in turn could influence the

amount of food waste collected by local authorities.

From comprehensive research and analysis there is now evidence7 to show multiple effects

are happening as a result of food waste collections being introduced:

Food waste collections have a prevention effect in some households.

Collections legitimise waste generation for other households.

Food waste collections interact with home composting for others.

The strength of each effect is likely to depend on the attitudes, practices and culture of

people and households in an area. For the same intervention, some areas may exhibit a

marked prevention effect, whilst others may demonstrate a legitimisation effect. Given the

evidence that individual households alter their behaviour when food-waste collections are

introduced, this suggests that there is an opportunity to engage households on the subject

of waste prevention, in addition to participation in a collection scheme to maximise the

prevention effect and minimise the legitimisation effect.

Analysis of how much food is produced overall by households using a food waste collection

(not just having access to one) compared with those who do not use a collection revealed no

significant difference. Updated analysis of local authority household compositional studies

revealed on average no significant difference in amounts of collected food waste between

authorities with or without separate food waste collections8. Therefore it can be concluded

that the act of introducing a food waste collection alone will not reduce food waste arisings

as a whole.








Households in the UK generate 7.2 million tonnes of food and drink waste every year9. This

has reduced by over a million tonnes since 2006/7, preventing around £2.5 billion of good

food and drink being thrown away annually, and saving local authorities around £80 million

in avoided gate fees and landfill charges. In addition around 450,000 tonnes of household

food waste is now being collected separately, generating energy and materials for use in

agriculture etc, and providing further savings to local authorities. Going forwards there are

significant opportunities to both reduce household food waste further but also increase the

amount (particularly for the unavoidable food waste) collected and treated separately. 3.7

million tonnes of food and drink waste is sent to landfill each year and 1.9 million tonnes is

disposed of via the sink and sewer (Defra recently confirmed that food macerators do not

contribute towards recycling targets as they are a disposal, not a recycling method).

Therefore in order to maximise the prevention and recycling of food waste from residents

there is a clear case for joining up messaging; whether to help increase the prevention effect

or reduce the legitimisation effect (and the risk of food waste arisings actually increasing).

Anecdotal feedback from Local Authorities has previously indicated that a significant number

of their residents are confused about what they ‘should’ do about food waste. We need to

avoid households receiving mixed messages on food waste prevention and collection

services.

A major barrier to both reducing and recycling food waste is the widespread personal belief

that ‘I don’t waste food’ (food waste blinkers). Introducing a food waste collection can be a

key trigger point for overcoming this. This gives a clear opportunity by raising awareness of

the amount of food we all waste there is more likely to be positive changes, affecting both

the amount wasted in the first place but also their use of the food waste recycling collection.

To help address this WRAP ran a project in 2012/13 to develop, test and disseminate key

messages for engagement with the public to build awareness of the context of food and

drive preferred behaviours:

act to prevent food waste; and

use the food waste recycling collection service for any food you can’t eat (where

provided).

This document now sets out the findings from the research and provides recommendations

for recycling/waste officers wishing to communicate with residents about food waste.

4.0 Research background

A mixed methodology was adopted including focus groups to inform a wider quantitative

survey: 2 focus groups were conducted10 and attendees were prompted to consider message

9 WRAP (2011; http://www.wrap.org.uk/content/new-estimates-household-food-and-drink-waste-uk)

10 Carried out with an equal sample in Wales and Scotland to explore messaging with individuals who had access to a food waste collection and also those without. The groups were just to inform the quantitative research hence why 2 rather than the normally recommended 4-6 were used. There were a mix of respondents with and without collections in both Scotland and Wales. Full slide set for breakdown of sample.

http://www.wrap.org.uk/content/new-estimates-household-food-and-drink-waste-uk



priorities through the use of example images and messages and to develop their own ideas.

Preferences were then taken forward for further quantitative testing among a representative

sample of the public11. A total of 1,256 responses were received. Love Food Hate Waste and

Recycle Now messages and communications methods were integral to the testing.

Research objectives:

To identify which messages are most motivating, appealing and easy to understand

and identify any differences according to current behaviour and presence of a

collection service.

To understand preferences for the timing of communications and identify which

messages resonate best before, during and after roll out of a collection service.

To understand preferences for key communication channels and optimum locations

for messages at each stage of the journey.

To understand knowledge, attitudes and behaviours regarding food waste prevention

and recycling and establish how this affects reactions to key messages.

To identify any differences in knowledge, attitudes and behaviours towards

preventing food waste according to whether respondents have access to and use a

food waste recycling service.

To explore reactions to a range of messages around food waste prevention and

recycling, including context facts, “how to”, benefit led and performance related

messages.

11 See 9


http://www.recyclenow.com/


5.0 Research insights12

5.1 Attitudes to food waste prevention/recycling

Prevention is seen as equally or more important than recycling. 50% believe

both are equally important and 43% believe it’s more important to prevent food

waste than to recycle it.

Regardless of access to a food waste recycling service, the vast majority recognise

that it is more important to prevent food waste than to recycle it.

Virtually everyone stated that they make an effort to reduce food waste and 96%

agree that “recycling food waste is good, preventing it is better”.

However 4 in 10 believe that food waste is not a problem as it breaks down

in landfill (38% Scotland; 43% Wales). (Agreement is highest among those who

feel it is more important to recycle food waste than prevent it (25% agree strongly)

and those who agree that neither reducing food waste nor recycling are important to

me (76% agree).

The majority of respondents - 6 in 10 - claim to throw away a small amount of food

or less. Scottish respondents are slightly more likely to claim to throw some food

away.

5.2 Reactions to key messages

5.2.1 The Food Cycle

Extremely positive response in both nations and clear spontaneous

understanding of main message – 25% feel it told them to explicitly reduce their

waste, 16% buy what you need, 13% plan ahead and 11% recycle.

On prompting:

87% say they like the cycle diagram

approach.

76% feel that the cycle diagram “tells me

reducing food waste and recycling are both

important”.

64% say it would encourage them to

reduce food waste.

12 There are very few differences between the views of respondents in Wales and Scotland but where they do exit these have been highlighted.


64% say it would encourage them to recycle.

86% agree that the cycle is easy to understand.

70% agree its relevant to people like me.

62% agree it gives me practical tips.

5.2.2 Buy, Eat, Recycle’

Clear spontaneous understanding of main

message in both nations - 27% buy what you

need; 22% recycle; 20% avoid waste.

On prompting:

83% say they like the “Buy, Eat, Recycle”

approach.

71% feel that it “tells me reducing food waste

and recycling are both important”.

60% say it would encourage them to recycle.

56% say it would encourage them to reduce food waste.

89% agree that it is easy to understand.

64% agree its relevant to people like me.

5.2.3 Motivators

Cost remains the key motivator

for reducing food waste (£50 a

month saving) followed by the fact

that 2/3 of food waste could have

been eaten ((Q: Which of the

following true facts would make you

try to throw less food away are most

motivating).

At a secondary level, the volume

of food waste relative to

packaging and environmental

harm are of more interest than

end uses of recycled food waste


(Q: Which of the following true facts would make you try to throw less food away?

Next two important).

5.2.4 Type of information wanted by consumers

88% would value information to show how reducing food waste can save money.

88% would find reduction tips useful.

84% would find a combined guide useful.

Of those who never/very occasionally use the food waste recycling collection only

15% would find “how to recycle” information very useful. Conversely 1 /3 would

value reduction information to save money.

Among those who say they throw away a lot of uneaten food, 59% would welcome

information to show how reducing food waste can save money and 56% would

welcome tips to reduce food waste.

5.2.5 Communications methods preferred by consumers

There is an overwhelming preference for combined messages showing that

reducing food waste and saving money is best in the first place and then using the

collection is best for the rest. 8 in 10 want combined messages on a website, 3 in 4

on a leaflet and 2 in 3 on prompts in the kitchen.

Stickers on food waste caddies are a popular method. 58% said that they would like

to see combined messages on caddies and 28% said recycling messages only.

Instructional information on what can be put in alongside a food waste reduction tip

for money saving tip would be a good example.

Posters in the supermarket are most popular for messages just about prevention.

There is no overall difference in preference between those respondents who have

access to food recycling service and those that do not.

Those who have a food waste recycling service are receptive to receiving messages

about the reduction of food waste on their food waste recycling containers.

5.2.6 Summary

There is strong evidence that access to a recycling service is a key trigger point to

influence food waste reduction behaviour. However the act of introducing a service

will not reduce food waste arisings alone. Targeted information is required about

prevention and recycling at various key points.


4 in 10 believe that food waste is not a problem as it breaks down in

landfill , rising to 76% among those who say that neither reducing food waste or

recycling are important to me. This is a key barrier which needs to be overcome.

The food cycle diagram is more effective than “Buy Eat Recycle” for

combined messages. 2/3 feel that the cycle ‘encourages me to reduce the amount

of food I throw away and tells me that preventing food waste and recycling are both

important but that preventing food waste is better’. However both routes tested

extremely well and can be used as appropriate (e.g. cycle diagram for a greater focus

on prevention and ‘buy, eat, recycle’ where a recycling focus is needed).

6.0 Recommendations

This section provides a brief outline on the main things to consider when developing a

campaign on food waste (both for prevention and participation in collections).

The purpose of this section is to give basic and practical suggestions on the development

and design of effective communications.

It is important to clearly define what is meant by the term ‘food waste’. Whether

communicating about food waste collection services or food waste prevention one of the

main barriers to taking action is a lack of clarity about what this includes. Clear definitions

and examples are essential, especially on the unavoidable fraction such as meat and fish

bones, tea bags, pineapple skin, egg shells etc when encouraging people to participate in the

recycling service. Food waste prevention should focus on food and drink thrown away that

was, at some point prior to disposal, edible (e.g. slice of bread, apples, meat).


6.1 When should I communicate?

The more opportunities to see the message across different communications methods the

more likely residents are to change their behaviour. Sticking to consistent, easy and clear

messages is essential.

Helping people to change their behaviour (breaking old habits, starting new

ones), for example not throwing leftovers into the bin but using them for another meal, or

recycling their food waste, is widely acknowledged to be difficult. It is not a one-off action.


Research shows that it can take 66 days to develop a

new habit13 (the range for individuals varies from 18 days

to much longer than 66 in fact). Individuals can explore this

by moving their coffee/tea mug to a new position and seeing

how often they automatically go to pick it up from the

previous one. Therefore an integrated communications

campaign over a sustained period of time with your

message across multiple channels (online, social

media, on recycling caddies, radio interviews, press,

newsletters, training, word of mouth etc) is likely to

be the most effective

Love Food Hate Waste and Recycle Now are ideal for

helping you to do this. The Love Food Hate Waste

partners site and Recycle Now partners site are ideal to help

you get started, with proven and tested artwork, messaging

and templates

Food waste recycling icons, bin images, and caddy

photographs to download -

http://www.recyclenowpartners.org.uk/local_authorities/dow

nload_area/food_waste_collection/food_waste.rma

Food waste recycling templates to download including

leaflets, stickers, contamination ties, templates for flats,

posters etc -

http://www.recyclenowpartners.org.uk/local_authorities/dow

nload_area/food_waste_collection/food_waste_1.rma

Love Food Hate Waste template posters, leaflets, etc –


Sign up to the Local Authority email newsletter to keep up to date on the latest resources,

materials, guidance and more.

A phased approach to your communications can support this14:

Option 1: No food waste recycling collection service: Raise awareness of the

issue of food waste – help people to recognise the amount of food they waste. Use

Love Food Hate Waste to do this.

Option 2: Rolling out a food waste collection service

13 How are habits formed: Modelling habit formation in the real world Phillippa Lally, Cornelia H. M. van Jaarsveld, Henry W. W. Potts, Jane Wardle

14 See WRAP’s guide to Improving local authority recycling through effective communications

for more information on scheduling and costs.



http://www.recyclenowpartners.org.uk/

http://www.recyclenowpartners.org.uk/local_authorities/download_area/food_waste_collection/food_waste.rma


http://www.recyclenowpartners.org.uk/local_authorities/download_area/food_waste_collection/food_waste_1.rma



http://www.wrap.org.uk/content/local-authority-11-advisory-support

http://onlinelibrary.wiley.com/doi/10.1002/ejsp.674/abstract

http://www.wrap.org.uk/content/improving-recycling-through-effective-communications


o Pre-rollout: Ideally 2-6 months before implementation of the new service

communications plan. Raise awareness of the issue of food waste – help

people to recognise the amount of food they waste. Highlight the food waste

hierarchy and offer simple tips and solutions to reduce waste. Use the Food

Cycle (4.2) and Love Food Hate Waste to do this. Highlight the new collection

service is coming soon for the food that can’t be eaten using Recycle Now.

This should be followed, as already recommended, by a new service teaser

leaflet 6-8 weeks before the new service is received by residents focusing only

on the new service. It is recommended that messages in leaflets are not

combined during rollout to ensure residents are clear about how to use the

new service

o Rollout: Make the how, why and when of the new collection service the main

focus of your communications at this stage to ensure residents are fully aware

of how to participate and the sole focus of any instructional leaflets. You may

wish to use the ‘Buy, Eat, Recycle’ message tool as part of wider

communications to continue to highlight the good work done pre-rollout, but

not as part of your main instructional leaflet. Your website should still include

information on prevention but the priority and main highlighted pages should

be to encourage people to use the new service.

o Post-rollout: At least 8 weeks after roll-out. Recycling food waste is good,

preventing food waste is even better. Thank residents for continuing to

participate in the service and highlight progress. Re-highlight the food waste

hierarchy and offer simple tips and solutions to reduce food waste. Use the

Food Cycle (4.2) and Love Food Hate Waste to do this.

Option 3: Food waste service already well-established: Help people to

recognise the amount of food they waste. Then help them act to reduce food waste

to capitalize on their heightened awareness of the problem. Highlight the food waste

hierarchy and offer simple tips and solutions to reduce waste. Use the Food Cycle

(4.2) and Love Food Hate Waste to do this. A combined recycling and reduction

guide would be recommended here. The guide would introduce the food

hierarchy in a simple and understandable way through the use of the food cycle;

then provide information to help them recognise the issue and personalise it - help

people acknowledge that they waste food; provide tips on how to reduce food waste

in the home; provide information about home composting if that is a priority for the

Local Authority; and end with information on how, when and why to use the

recycling collection service for any food they cannot eat.

For further advice on developing a communications plan, please refer to Improving Recycling

through Effective Communications.

6.2 What messages should I use?

It is essential to be clear, and consistent and to combine food messages where

appropriate to maximise impact. One of the main barriers to reducing food waste (and also

to using a collection service) for consumers is not recognising that they waste food. The

introduction of a food waste collection service can be a key trigger for this. The messages




you use need to help remove the blindfold from in front of their eyes and offer

simple, easy ways to prevent food going to waste in the first place and recycle it for

anything left.

Overarching message: Recycling food waste is good, preventing food waste is

even better.

Benefits/motivational messages:

o Food waste costs UK families the equivalent of £50 a month.

o Two thirds of food waste could have been avoided if we had eaten it in time

or cooked the right amount.

o Food waste harms the environment – it wastes the energy, fuel and water

that went into producing it and produces methane, a damaging greenhouse

gas when it is sent to landfill.

o We throw away more food waste from our homes than packaging waste

every year.

Message graphics: we recommend using the two communication message tools

tested in the research as both tested extremely well with all consumers– see section

4.2. It is recommended, as a result of the research, to use the Food Cycle (4.2.1)

when your main priority is prevention and ‘Buy, Eat, Recycle’ when your priority is

recycling.

6.3 What communications methods should I use?

Your available budget and staff resource will determine the level and extent of your

communications but we have included a number of examples which are all effective ways to

communicate with residents about food waste.

When asked “what type of information would you find most useful to help you reduce and

recycle your food waste” the top requests were (1) information to show how reducing food

waste can save money (88%), reduction tips (88%) a combined reduction and recycling

guide (84%). Among those who say they throw away a lot of uneaten food, 92% would find

information to show how reducing food waste can save money very or quite useful, 95%

would welcome tips to reduce food waste and 87% a combined guide. There is no overall

difference between those respondents who have access to food recycling service

and those that do not. Likewise there is very little difference between nations.

However DE groups appeared more open to online messages. Remember any

campaign must be integrated and include a mix of methods.

6.3.1 Social media

76% of respondents to the survey want to receive

both reduction and recycling messages via social

media. Social media such as Facebook and twitter can be a

cheap and effective way to communicate with residents who


are searching out information on food waste. Think about taking advantage of the national

Facebook and Twitter accounts for Recycle Now and Love Food Hate Waste; either re-

tweeting and sharing content or if you don’t have social media available to you then promote

the accounts to your residents and let others do the communicating for you. Love Food Hate

Waste also provides example tweets to coincide with each of its monthly campaign features

and these are made available up to six months in advance to help with your planning. See

Appendix 1 for example tweets.

6.3.2 Website

Nearly 80% of respondents would like to get their information from a website

with messages on both reduction and recycling. 14% would like just reduction

messages and just 7% recycling alone. An example of this can be seen on

www.lovefoodhatewaste.com and its recycling page. It is a good opportunity to provide

more information whereas space is limited for example in a leaflet but newsletters and

editorial are also useful for this. It is essential to ensure that people understand the full

hierarchy of food waste so that they are able to make clear informed decisions about how to

make the most of their food and what to do with the food they can’t eat/use. This method

is good if people are actively looking for information but you should not assume

that people will actively seek it out. Therefore websites should not be relied upon

as the only method of communication but are integral to any campaign. See

Appendix 2 for example website text.

6.3.3 Leaflets

3 in 4 respondents to the survey want a combined message in a leaflet sent to

their home. 13% want a leaflet with messages just on recycling and 13% just on

reduction. Leaflets are an excellent method to communicate with residents who are unlikely

to seek out information proactively and so should be considered where budgets allow. See

Appendix 3 for link to leaflet templates.

6.3.4 Prompts in the kitchen

2 in 3 (66%) want messages on prompts in the kitchen such as a shopping list pad,

measuring tool, etc. Using the food cycle or ‘buy, eat, recycle’ visual tools would be an

excellent idea here. If more space allows include top Love Food Hate Waste tips. See

Appendix 4 for example tips.

6.3.5 Stickers on food waste caddies/containers

58% would like to see combined reduction and

recycling messages on their food waste caddy. 28%

would like to see recycling messages and just 14% reduction

messages on their own. The main focus should be on

what people can put in their caddy along with a top

reduction tip or use of the ‘Buy, Eat, Recycle’ message tool

(section 4.2.2)

6.3.6 Posters in the supermarket

2 in 3 (65%) want to see combined messages on

posters in the supermarket. A great way to work in

http://partners.lovefoodhatewaste.com/


http://england.lovefoodhatewaste.com/content/food-waste-recycling-what-do-food-you-cant-eat


partnership with your local retailers! 25% want just reduction messages in store on posters

and just 10% want messages only on recycling. Contact your local store managers to

explore the opportunities available, such as putting up a poster using the visual tools

included in this document or running road shows in-store showcasing what that store is

doing to help its customers waste less food as well as highlighting how to waste less in the

home and use the collection service. Find out what WRAP is doing nationally with retailers on

Love Food Hate Waste.

6.3.7 Training to enable face to face engagement

WRAP offers fully-funded cascade training on food waste prevention for you and your local

businesses/organisations/community groups. This includes training on how to then cascade

those messages out to your wider community to help pass on the knowledge. To request

training contact us.

6.3.8 Internal communications

Briefing staff, crews and call centre staff on your agreed messaging and hierarchy of

messaging (e.g. prevention then recycling) is a really important way to engage them (they

are also likely to be your residents after all) and to ensure that the message to your

residents is consistent e. See WRAP’s guide to Improving local authority recycling through

effective communications for more information.

Leaflet examples:

http://www.lovefoodhatewaste.com/content/supermarkets-and-brands-are-helping-us-get-most-our-food

http://www.lovefoodhatewaste.com/content/supermarkets-and-brands-are-helping-us-get-most-our-food

http://england.lovefoodhatewaste.com/content/contact-us




6.4 Guidelines for developing your communications materials

6.4.1 Principle 1 – Headline

The most important element is the headline. The headline is either the heading that

goes at the top or if there’s no heading it’s the first few words. The headline needs to grab

peoples’ attention and tell them what it is about. Keep it simple; do not try to be too

clever – a catchy and appropriate strap line is best. A clever concept can go over peoples’

heads – they don’t have the time or the inclination to try and work it out. A good example of

a headline is:

How – and why - to reduce your food waste

Recycling food waste is good, preventing it is even better

6.4.2 Principle 2 – Hierarchy

It is very important that you develop a hierarchy so that the most important information

or message is at the top and the least important at the bottom. Peoples’ attention

span can be short and they will skim the information after the first few sentences unless you

can maintain their interest. Start with why they should reduce and recycle their food

waste (the benefits), and follow with how (prevention tips and details on

recycling). Follow the food waste hierarchy and use our handy message tools: the food

cycle and ‘buy, eat, recycle’ to get this across easily.

6.4.3 Principle 3 – Make it personal to the reader

It needs to be a personal communication to the individual reading it. It should

address their needs, desires and concerns, help them to recognise the amount of food they

waste, communicate your message in a friendly way and it needs to communicate the

benefits of what you are offering. Relate it to the individual:

‘You can save £50 a month simply by not wasting food’ or ‘Recycle the food you can’t eat’

6.4.4 Principle 4 – Make it Positive

Food waste prevention is all about making the most of the food you buy. Focus on

the benefits and use the messaging and tips provided for you at

www.lovefoodhatewaste.com/partners. Encourage your residents to use their new

recycling service through highlighting the benefits. For example, in conjunction with

the food cycle wheel:

‘You can save £50 a month and help the environment simply by buying only what you need

and making the most of the food you do buy and not throwing it away. And for the food you

can’t eat such as peelings and bones? We are introducing a brand new weekly food waste

recycling service for you. It’s an easy and convenient way to dispose of any leftover food you

can’t eat, and we’ll turn it into fertiliser and biogas.’



6.4.5 Principle 5 – Design

Recycle Now and Love Food Hate Waste were tested alongside each other as part of the

research. It is important to develop a consistent look and feel as it will aid householders in

recalling information and recognising whom the communication has come from. Both can

be localised specifically for your area and the messages and services you provide.

This enables you to develop an identity that has the benefit of a local focus but

also links to a well-recognised national campaign that has been thoroughly tested

on the public. Do not distract the reader by making the design too fussy. A clean design

carefully set with the minimum of distraction is best. Space around paragraphs makes the

text much easier to read, pages packed with text without features makes it difficult. Put

information in easily understood and assimilated ‘chunks’.

Fonts should be plain (sans serif) without those little embellishments like Times Roman.

Choose a font and stick to it – do not change it in the same leaflet. Both Recycle Now and

Love Food Hate Waste use Futura but Tahoma is good too. Plain fonts are easier to

read especially for those with visual impairment.

Point size for paragraph or body text can be anything between 8 and 12 point, any

smaller and it is difficult to read, any larger and it starts to look like a child’s first reading

book and becomes condescending to adults. Do not make it unnecessarily large, remember

a newspaper is about 8/9 point and the vast majority of people can read newspapers.

6.4.6 Principle 6 – Action

Your communication must make it clear what action(s) you want people to take. Your first

message must be the last message your audience need before they do whatever

you want them to do. Communications must make it easy for residents to act through

clear signposting. They must not have to ring someone to get a leaflet to find a number to

do it – it will never happen!

6.4.7 Principle 7 – Contact Information

Never produce a communication, which does not have your council or campaign logo,

website address, and contact number. Also link to www.recyclenow.com and

www.lovefoodhatewaste.com

6.4.8 Principle 8 – Make Information Understandable

Make sure information is easy to understand and uses simple and concise language.

If you are using facts and figures make sure information is as up to date as possible. For the

latest food waste statistics visit Love Food Hate Waste. It is important that you provide

appropriate information. Is the copy relevant? Is there an unnecessary amount of

information? Too much information can reduce the impact of key messages and confuse

householders. Remember the importance of visuals and images to assist understanding.

6.4.9 Principle 9 – Testing Designs

Testing design concepts and copy can be costly. Recycle Now and Love Food Hate Waste

designs have already been tested for you to ensure they are motivating and encourage the

right behaviours. An alternative for specific local information is to test designs and copy on

non recycling/waste related staff or members of the public. This can provide a good insight





http://england.lovefoodhatewaste.com/content/about-food-waste-1


into peoples’ opinions and feedback on the communication can then be used to modify or

improve the communication. Let your call centre comment on your promotional material,

they are in daily contact with householders and will invariably know the types of questions

they will ask and whether the content is clear and appropriate.

6.4.10 Principle 10 - Recycle Now Campaign and Love Food Hate Waste

The Recycle Now and Love Food Hate Waste campaigns are national consumer brands which

have a high recognition factor and are synonymous with driving positive changes in

behaviour. They are used widely by retailer, communities and local authorities.

Guidelines for using the campaigns are available on www.recyclenowpartners.org.uk and





7.0 Additional information

Detailed research slides – click here

WRAP guidance on implementing and running effective and efficient food waste collection

services – Research and information on collecting and recycling food waste. Diversion of

food waste from disposal is becoming a priority for local authorities in the UK. As at May

2011 47% of local authorities in the UK are providing a food waste collection service to

householders and an increasing number are looking to collect food waste from small

businesses and schools. WRAP has information on collecting household food waste and a lot

of that information draws on the experience gained from WRAP supported food waste

collection trials over the period January 2007 to March 2009. There are key studies

commissioned by WRAP on the nature and scale of food waste together with ways of dealing

with food waste. Studies on managing food and garden waste go into the cost benefit

analysis for dealing with food and garden waste and on the performance of mixed food and

garden waste collections.

WRAP communications guidance for Local Authorities and good practice examples - a range

of communication tools and guides for local authorities to ensure you effectively get your

message across to households and businesses. Local Authority support is also available from

WRAP – download an application form and find out more.

Campaign information, resources, templates etc for partners:

www.lovefoodhatewaste.com/partners or www.recyclenowpartners.org.uk

Love Food Hate Waste campaign – www.lovefoodhatewaste.com

Recycle Now campaign – www.recyclenow.com

Love Food Hate waste twitter - @LFHW_UK

Love Food Hate Waste Facebook – LFHW Community

Recycle Now Facebook – Recycle Now

For further support and information contact WRAP’s helpline 0845 600 0323 or via the

website


http://www.wrap.org.uk/content/collection-and-recycling-food-waste-0




http://www.wrap.org.uk/content/local-authority-11-advisory-support





https://twitter.com/LFHW_UK

http://www.facebook.com/LoveFoodHateWasteCommunity

http://www.facebook.com/recyclenow

http://www.wrap.org.uk/content/contact-wrap-0

http://www.wrap.org.uk/content/contact-wrap-0


Appendix 1 Example

tweets

Food waste costs UK/local area families the equivalent of £50 a month. Waste less and

save more insert link to website page for people to find out more

Food waste harms our environment. It wastes energy fuel & water & creates damaging

greenhouse gases when it rots insert link

We throw away more food waste from our homes than packaging waste every year Keep

food fresher for longer insert link

Tips and advice for loving your food from Love Food Hate Waste insert link

Shopping lists and meal plans - 2 easy tools to help reduce food waste. Watch these

short animations to see how insert link

Always cook too much rice or pasta? We help you get perfect portions every time with

this great little tool bit.ly/Pas2vg

Check out lovefoodhatewaste.com for tips and advice to reduce food waste and save

money insert link

Keep your fridge below 5 degrees to keep your food fresher for longer. Insert link

Cooking and serving the right amount of food can save you money – it’s as simple as

that. Emma explains how insert link

Great recipes for using up leftovers and forgotten foods on Love Food Hate Waste insert

link

Confused about date labels? Check out this handy guide #foodwaste insert link

Did you know 7.2 million tonnes of food and drink is thrown away from our homes each

year? Waste less and save money insert link

Recycling food waste in your caddy is good, not wasting it is even better. #foodwaste

insert link

We could avoid half of all food waste if we used it in time or cooked the right amount.

Love Food Hate Waste explains how insert link


Recycle any food you can’t use such as bones, peelings and plate scrapings. Find out

more insert link

The food waste we recycle in XX is turned into energy to power homes and fertiliser to

keep the area green insert link

We waste over 7 million tonnes of food every year. Find out more about your food

recycling service insert link

Thanks for reducing and recycling your food waste. We’ve saved XXX tonnes from landfill

already this year saving £xx. Insert link


Appendix 2 Example website text to

explain the hierarchy of food waste for

residents

Food waste recycling: what to do with the

food you can't eat

Not all food can be eaten unfortunately: there will always be peelings, bones, egg shells etc.

So what's the best thing to do?

The best thing we can do is make the most of the food and drink we buy rather than

throwing it away - it's best financially and environmentally. Just think about all the energy,

water and packaging used in food production, transportation and storage. This all goes to

waste when we throw away perfectly good food and here's why. But what to do if you do

have food leftover that can't be eaten or stored for later?

Composting at home is an inexpensive, natural process that transforms your kitchen and

garden waste into a valuable and nutrient rich food for your garden. Everything from

vegetable and fruit peelings to teabags, toilet roll tubes, cereal boxes and eggshells can be

composted. Take care not to compost cooked food, meat or fish though. Did you know,

composting at home for just one year can save global warming gases equivalent to all the

CO2 your kettle produces annually, or your washing machine produces in three months?

http://england.lovefoodhatewaste.com/content/story-food-2


We're often asked "Why do I need to not waste my food/compost/recycle when

my waste will break down in landfill anyway?" Good question! When waste is sent to

landfill, air cannot get to the organic waste. Therefore as the waste breaks down it creates a

harmful greenhouse gas, methane, which damages the Earth's atmosphere. However, when

this same waste is composted above ground at home, oxygen helps the waste to decompose

aerobically (i.e. in the presence of air) which means hardly any methane is produced, which

is good news for the planet. And what's more, after nine to twelve months, you get a free

fertiliser for your garden and plant pots to keep them looking beautiful.

If you don't have a garden or don't want to compost then use your local food

waste recycling service (insert link to your food waste recycling service website page).

This service allows you to recycle your cooked and raw food scraps which will then go off to

be commercially composted at a local facility (insert details where known and any local

benefits).

There are two ways food waste can be recycled – please use the paragraph below which

reflects your local service

In-vessel composting, involves mixing food waste with garden waste, shredding it and

composting it in a tunnel or container for around two to four weeks. Temperatures of up

to 70 degrees C speed up the process and kill any harmful microbes. It is then left for a

further 1-3 months with regular turning and checks to ensure quality, before going on to

be used as soil conditioner. OR

Anaerobic Digestion, uses micro-organisms called 'methanogens' to break down food

waste, animal manures and energy crops in the absence of oxygen, inside an enclosed

tank. As it breaks down, it gives off 'bio-gas' that is collected and used to generate

electricity, heat or transport fuels. It also creates biofertiliser, which can be used in

farming and land regeneration.

For more information on composting at home (use your own information or link to Recycle

Now - http://www.recyclenow.com/home_composting/index.html)

For more information on recycling (use your own information here or link to Recycle Now -


Want more information to help you make the most of your food?

Planning – making a meal plan for the week, shopping lists…

Portioning – get your perfect portion

Date Labels

Storage tips

Recipes

The food we waste - fabulous facts and fascinating stats

http://www.recyclenow.com/home_composting/index.html


http://england.lovefoodhatewaste.com/content/portions-and-planning

http://england.lovefoodhatewaste.com/portions/everyday

http://england.lovefoodhatewaste.com/content/date-labels-infographic

http://england.lovefoodhatewaste.com/content/storage-0

http://england.lovefoodhatewaste.com/recipes

http://england.lovefoodhatewaste.com/content/about-food-waste-1


Appendix 3 leaflet templates

Food waste prevention

Love Food Hate Waste template posters, leaflets, etc –


Food waste recycling

Food waste recycling icons, bin images, and caddy photographs to download -

http://www.recyclenowpartners.org.uk/local_authorities/download_area/food_waste_collecti

on/food_waste.rma

Food waste recycling templates to download including leaflets, stickers, contamination ties,

templates for flats, posters etc -

http://www.recyclenowpartners.org.uk/local_authorities/download_area/food_waste_collecti

on/food_waste_1.rma







Appendix 4 example food waste

prevention tips

There are 5 key behaviours we need to influence to help people reduce the food and drink

they waste

Planning – meal plans, checking cupboards/fridges/freezers, making and sticking to

shopping lists.

Understanding and using date labels – use-by (safety), best before (quality),

and sell-by/display-until (just for the shops for stock control).

Savvy Storage – storing food in the right way to keep it fresher for longer for

example apples in the fridge, leftovers in the freezer for another time.

Perfect Portions – cook just the right amount.

Using Leftovers and forgotten foods – making the most of our food/using leftover

recipes.

Useful tips include:

Check your cupboards/fridge/freezer and make a list before you go shopping so you

only buy what you need.

Remember to take your shopping list with you to the shops and stick to it!

Get to know your date labels. Use-by is the only one that counts as that’s about

safety.

Eat at least one meal from the freezer each week. That way you can skip it if your

plans change at short notice or you can have a night off cooking.

Leave your pack on! Fresh food last for up to 2 weeks longer if stored in their original

pack in the fridge.

Cook just the right amount and store leftovers in the freezer for another time.

Surprised by the amount of food you’re throwing away? Visit

www.lovefoodhatewaste.com for easy ways to waste less and save £50 a month.


www.wrap.org.uk/localauthorities

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