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Let’s help consumers together
Karin Bemelmans, Netherlands Nutrition Centre
Food Waste Conference “No Opportunity Wasted”6 February, 2014
The Nutrition Centre
Independent foundation
Funded by the Ministries of Economic Affairs and
Health, Welfare and Sport
Code of conduct for cooperation with 3rd parties
Mission: inform and stimulate
Approach
Health Council Guidelines 2011
Guidelines for a healthy diet: the ecological perspective
1.Eat a less animal-based and more plant-based diet
2.The reduction of energy intake for those with an
excessive body weight, in particular by eating fewer non-
basic foods, such as sugary drinks, sweets, cakes and
snacks.
3.Eat two fish portions a week, at least one portion of
which is oily fish.
4.Reduce food waste.
Challenge of an integrated approach
Food waste and food safety: how to handle expire-dates
Food waste and healthy eating: portion size
Integrated information about healthy, safe and
sustainable eating
Health and food safety are leading
Combined messages create more opportunities to
spread the message of food waste prevention
Research
1. Wastage sorting analysis
2. Consumer perception and behavioural determinants
3. Evaluation per intervention
47 kilo is wasted per person per year
Top 5:
Dairy
Bread
Vegetables
Fruits
Sauce and Fats
Research results
Reasons to waste food
Cook to much
Did not use rests
Store incorrectly
Expire date passed
No time to eat it
Too much in the package
Did not like product
Buy to much
(Temminghoff & Damen, 2013)
Goal related to food waste
The government wants to cut food waste by 20% by 2015.
Contribution Voedingscentrum:
Reduce avoidable food waste of consumers by increasing
their knowledge and reaching tools for smart buying,
cooking and storing.
Behaviour insights
Attitude: positive attitude towards reducing
waste
Awareness: consumer is interested
problem is underestimated
Knowledge: still low on expiration dates and food
storage
Habits: break through unconscious behaviour
Skills and self-efficacy are important to change behaviour.
2009-2012 focus on awareness and knowledge
2013 focus on skills
Translation into interventions
awarenesssocial norm
knowledge skillsself-efficacy habits
Campaign sloganand Damn Food Waste
Website & interaction on social media
Practical tools : leaflet, app
Implemen-tation
intention
interest
Food Battle
Why 50 kilo’s?
You don’t want to waste this much food.
But how?
Awareness of the problem
Right norm and intention
Activate
Campaign slogan
Interaction, on social media
Young reporter
Started June 2013
Facebook.com/Hoezo50kilo
Re-use short interviews with consumers
Video blogs with practical tips
2.300 followers, 29.000 blogsviews
Interact, inspire, involvehttp://www.youtube.com/playlist?
list=PLiBhru9DzrzS6lPlC5tlAxCldVg2adsMs
Implementation intention Bridges the gap between intention
and behaviour
Effect is proven on down sizing
snack behaviour. New on reducing
food waste but promising tool.
How does it work? Make an “If… then”- plan
Choose a small step (f.e. use a shopping list)
Write down when you want to what:
“If I go shopping, then I will use a shopping list”
Share: let your friends know what your plan is.
http://www.voedingscentrum.nl/
nowastechallenge
Cooperation in the food chain
Public Private Partnership with over 50 partners
With commercial and non-commercial partners
Partners: willing & spread same message
Maintain independence
Aim : Reach more consumers
Approach
- pro-active
- open for all parties
- new code of conduct: independency and transparency
Damn Food Waste 29th June 2013 Lunch in Amsterdam for 6.500
Food waste on the political, cultural and
industrial agenda.
Involved organisations: Food Guerrilla
(NCDO), Voedingscentrum, WUR, YFM,
Natuur&Milieu, EU FUSIONS / Feeding the
5K
Supported (by) grass root initiatives on
food waste
http://damnfoodwaste.com/
Food Battle
2012: Pilot developed by Wageningen UR and waste
management companies
Keep a diary on how much food is wasted – direct
feedback
Actively encouraged to reduce food waste
Households reduce food waste in 3 weeks up tot 20%
2014: “Vrouwen van Nu” (Women organisation) starts with
1000 members a light version of the Food Battle.
Activities with Lidl
Since 2011: Buy 1 now, Get 1 free later
In 2011: 375,000 shopping lists were spread
In 2013: 380,000 storage leaflets were spread
In 2012:
Cooling bags with
fridge, 60,000ex
Article in store
magazine: 800,000 ex
Activities with Deen
Measuring cup “Eetmaatje”
A kitchen help to cook the right amount
waste less
not eat more than needed
1 million measuring cups are spread in week 6, 2014:
get one free when you buy AH pasta or rice
Average portions in stead of grams. 1 portion = 75
grams of rice or 100 grams of pasta
Products: rice, risotto, couscous, macaroni, penne,
fusilli, pipe rigate, spaghetti and water