Keep food fresher for longer pilot gains Welsh Government support

December 09, 2014

A Love Food Hate Waste campaign has received support from the Welsh Government in a bid to help families to reduce food waste and save money.

A two month pilot programme, carried out at The Co-operative’s Porthcawl food store, saw over 500 customers pledging to make changes to the way they use and store food – which could save families up to £700 each year.
Shoppers were given Love Food Hate Waste “Fresher for Longer” hints and tips to show how small changes in home food storage could help to cut the seven million tonnes of food and drink thrown away by UK households each year – more than half of which could have been eaten.

Love Food Hate Waste is now undertaking further detailed research into consumer awareness, behaviours and attitudes to food waste and food packaging – the findings are expected to be revealed in late spring 2015.

Carl Sargeant, Minister for Natural Resources at the Welsh Government, said:

“The message is clear; keeping food fresher for longer saves money and helps to reduce waste.  There are environmental and financial benefits to making the most of the food that we buy, and cutting unnecessary waste, in the run up to Christmas.”

Emma Marsh, Head of Love Food Hate Waste said:

“We are delighted that The Co-operative Food agreed to support this pilot. Packaging and storage are key factors in helping us all to reduce the £12.5 billion worth of good food that goes to waste in UK homes every year. It is great to see the shoppers in Porthcawl embrace this idea and share their pledges with us. We want everyone to be able to reduce food waste, help the environment and save money and this campaign has done just that!”

Ian Ayling, Community Director, The Co-operative Food, said:

“As a community-based food retailer we are pleased to have played our part in the success of this pilot programme. The campaign, which is designed to raise awareness on how even small changes in behaviour around packaging and storage could keep food fresher for longer has received some really positive feedback. We hope it will help customers to not only save money, but also to play their part in reducing the impact that their food waste has on the environment.”


Notes to Editors

The Co-operative Group, which is the UK’s largest co-operative business with interests across food, funerals, insurance and legal services, has a clear purpose of “championing a better way of doing business for you and your communities”. Owned by millions of UK consumers, The Co-operative Group operates a total of 3,750 outlets, with more than 70,000 employees and an annual turnover of approximately £11 billion.


For further information please contact

Andrew Torr
The Co-operative Group Press Office