FlavourFullBrand Proposition

How can we link issues of unnecessary food waste that is perfectly edible with growing consumer demand for inexpensive healthy food?

Background

We are being constantly reminded that where food is concerned, it’s flavour not form that’s important. Yet with supermarkets demanding picture perfect food for their premium lines this creates a real pressure on farmers and the environment.

An estimated 20-40% of UK fruit and vegetables are rejected before they even reach our shops – mostly because they do not match the supermarkets' excessively strict cosmetic standards.

More and more families in the UK and EU are struggling to find

The world's nearly one billion hungry people could be lifted out of malnourishment on less than a quarter of the food that is wasted in the US, UK and Europe.

Customer demand for healthy and organic food has doubled in

food has nearly tripled over the same period of time.

In 2008 strict EU regulations on cosmetic standards for fruit and veg were relaxed; but why aren’t we seeing any wonky veg on shop shelves? Existing supermarkets’ policies that define the cosmetic standards for fruit and veg can be amended based on customer preference and demand.

Let’s say...Fruit could be rejected because of minor skin blemishes or for being the wrong size; apples could be rejected for not being red enough, or for being too red, while pears could be rejected for not being

-must "be reasonably well shaped and practically straight -maximum height of the arc: 10 mm per 10 cm of the length of cucumber".

Class I Cucumbers

Class II

-slightly crooked cucumbers -may have a maximum height of the arc of 20 mm per 10 cm of length of the cucumber".

The Need

We need to re-frame our old-fashioned definition of perfection. • The images of food on supermarket shelves have become that of size 8 models, identical in shape, size and colour. We need to bring natural-looking food back on our shelves; food that may not necessarily be cosmetically perfect yet at the same time doesn’t compromise on quality or flavour.

everyone, not a privilege for a few.

warning that Britain's nutritional recession is going to get worse. We need to make healthy food more accessible to people.

These two core identified needs links through the approach of this brand proposition where ‘FlavourFull’ provides solutions to these problems.

The knowledge and the right approach in the creation of the brand’s identity and messages as well as marketing them can be a major force in changing how people think about food and use their purchase power in doing so; 1 Purchase = 1 Vote.

Standard Carrot

£ 0.20 each Goes to waste

Not good enough Carrot

IDENTICAL IN TASTE

Consumer shift

Our current economic climate and increasing consumer concern over the environmental impact and cost of food production, have laid the ground for a market for misshapen foods.

We’ve recently seen a major shift in consumers’ attitudes and actions. Many are turning to online sources and experts to find out what’s healthy, others are seeking deeper connections with food than mere sustenance, choosing products that help them understand what they’re eating, give back to the land, or become part of their community.

According to a survey by the Institution of Mechanical Engineers, more than 80% of British shoppers would be willing to buy fruit and vegetables which are not perfect in shape or colour. (on February 26, 2013)

...there are a total of 240 generating £65 million a year.

..there were zero farmers markets in the UK

oIn 1997...

Now...

Coverage of obesity in the British press has doubled in the past year and threatens to become an 'epidemic' in its own right.

"Obesity is linked to social class.”

"This is not rocket science. Poor health is a well-known feature of deprivation. Mothers are not daft and they do

the alternative. The Government has to give them the means. Initiatives are not going to change anything unless you've got the cash in your pocket. If you buy a salad at Sainsbury's, it's still very expensive."Bob Holman

Relates to the direct healthcare costs of treating obesity and its consequences.

The total annual cost of obesity and overweight in UK.

£6.6–7.4 billion

1.1 billion

Health-Conscious trend

“5 a day” - The Department of Health recommends eating at least five portions of fruit and vegetables every day as part of a healthy balanced diet.

The growing number of health-conscious brands such as Waitrose’s ‘Love Life’ or ‘Weight Watchers’ as well as food-chains like Prêt-a-Manger or Leon, even the success of Jamie Oliver’s campaign ‘Food Revolution’ indicate the consumers’ demand for healthy eating.

What has been done...

Ongoing initiatives of social enterprises, charities, campaigns and media coverage continue to show the increasing awareness of the current food waste problem.

Campaign “Feeding the 5,000” highlighted the food waste problem by cooking a meal for 5,000 people in Trafalgar Square using discarded fruit and veg.Tristram Stuart- TED Talk: The global food waste scandal, Campaign: Feeding5k.org

Cookery shows have started paving the way for wonky veg, with many emphasising taste over presentation, realness over blandness and variety over conformity.

‘Wonky Veg pledge’ was encouraging people to buy more misshapen fruit and veg.The Sun

The number of food banks in London has grown from 6 banks in 2009 to 40 currently, dealing with the food poverty.Guardian

Waitrose launched the initiative to help its suppliers save on wastage

customers. ‘Weather-blemished’ apples and Apples Class II for cooking range. The Independent

Other schemes are also becoming increasing popular, like Food Cycle, which uses supermarkets’ unwanted food in its community cafes that sell healthy, low-cost lunches.FoodCycle.org.uk "Love Food, Hate Waste" campaign is claiming it has already prevented 137,000 tonnes of waste and helped saving £300 million to 2million households.Lovefoodhatewaste.com

"The eating quality is exactly the same as class one, but as they are not class one in appearance we are branding them as part of our range of cooks' ingredients."

"The eating quality is exactly the same as class one, butas they are not class one in appearance we are brandingthem as part of our range of cooks' ingredients."

Impact of food waste

The food supply chain accounts for a 5th of UK carbon emissions the production, storage and transportation of food to homes requires large amounts of energy.

Reducing the amount of food waste has been deemed critical if the UK is to meet international targets on climate change, limiting greenhouse gas emissions, and meet obligations under the European Landfill Directive to reduce biodegradable waste going to landfill.

When disposed of in landfill, food waste releases methane, a relatively damaging greenhouse gas, and leachate, a toxin capable of considerable groundwater pollution.

…while food waste remains primarily disposed to landfill.

In 2008, 54 % of total food waste was disposed to landfill.