A social campaign with a precise objective: reduce food waste, which every day disperses into the environment over one third of food produced, 89 million tonnes in the European Union alone. It’s called Forever Food Together (the emphasis is on sustainable personal behaviour) and has been launched by the Iglo Group, a leading frozen food group in Europe, which in Italy controls Findus.
The awareness campaign with which the brand undertakes to provide correct information to all consumers but also, for its own benefit, promote the use of frozen food, now sees the legendary Captain Findus, since 1967 the character of countless TV commercials, take the field.
42% of food waste takes place in the home and, according to Findus, food waste could be reduced by 47% by using frozen foods rather than fresh products
The Iglo Group, and Findus in Italy, undertake to offer consumers between now and 2020, “100% of new products that contribute to a balanced diet”, in addition to responsible procurement and raw material processing. And that’s not all: the company has also proposed an “anti-waste” guide. Interesting, because it concerns not only consumers but also distribution, which does not consume food but sells it (and in turn wastes it), manufacturers and institutions. For example, it recommends large-scale distribution to replace “Two for the price of one” promotions with “Take one and freeze the other” and, together with manufacturers, select a product group with the aim of achieving 100% of resources used, from the primary source to the plate.
Italians, big wasters “in disguise” Virtuous in words but in reality just as wasteful if not more than other Europeans. This is the image of Italians that emerges from a survey conducted in several countries (Italy, Germany, Austria, France and the United Kingdom) by Iglo Group in August and September.
If, in general, one in three people said they buy too much food and 77% has thrown away food that they did not get round to consuming before its deterioration, Italian consumers apparently seem to be oriented towards rational shopping.
In fact, they diligently abide by the shopping list when they go to the supermarket (second only to the Germans), and are among the first in consuming food purchased within 24 hours (11.9% do so). Other elements, however, are in contrast with this green, almost pastoral image.
Although the sample of respondents said they buy the right amount of food when they go shopping (74.6%), Italian consumers are those who more than others waste food for an overall value of between €10 and €25 per week (approx. 18% of the sample interviewed), while the average value of wasted food is €5 per week. The most common reason given to justify such waste is to have eaten out more often than expected (28.8%).
