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2 IGD Working on Waste 2014 Summary Report

Fiona DawsonPresident, Global Food, Drinks and European Multisales, Mars and past President, IGD

“I’m really encouraged to see the whole food supply chain pulling together for the Working on Waste campaign. The roadshows, like the one we hosted at Mars, were an ideal forum to bring together representatives from the entire industry to discuss the challenges and identify ways to make us all more mindful of reducing waste in our own homes. As the biggest private sector employer, the food industry can make a significant difference by informing and engaging our own employees, as consumers and as families, to reduce the food they waste at home.”

Dr Liz GoodwinChief Executive Officer, WRAP

“Tackling food waste is so important, it’s an issue which costs businesses and consumers billions each year. We were delighted to support IGD’s new Working on Waste initiative, which used the industry’s employees as the bedrock of its campaign. We worked in collaboration with IGD using Love Food Hate Waste materials to help thousands of individuals working across the sector to waste less, help the environment and save money – a great result!”

Andy ClarkePresident and CEO, Asda and President, IGD

“So much care and effort goes into producing food, I hate to see any of it going to waste. Last year, building on a lot of work to cut waste within companies, IGD encouraged industry to target its employees and help them reduce food waste at home. I was delighted to see so many companies participating and I’m really excited about building on this excellent start in 2015.”

3IGD Working on Waste 2014 Summary Report

In its first year, IGD’s new Working on Waste campaign drew 77 organisations of all sizes together from across the food and consumer goods industry to help their employees, as consumers, reduce household food waste. From top tips and recipe challenges, to a hugely successful regional roadshow programme, activities at university campuses and the buzz of social media, our Working on Waste initiative reached around 650,000 employees.

This report encapsulates the journey we’ve been on and celebrates the great efforts of participating companies. It also demonstrates how through all of these activities, the Working on Waste campaign really came alive last October.

As Britain’s largest sector employer with 3.6 million people, we take our role very seriously in helping to tackle household food waste. This campaign is a great showcase of the difference we can make collectively through our scale and collaboration.

A huge thank you to everyone that made it happen, with special thanks to WRAP for its support throughout the campaign.

Plans for this year’s exciting campaign are well underway, building on the great progress we have made to date. I do hope you will join us again in 2015. Joanne Denney-Finch OBE

Chief Executive, IGD

Welcome


Making a charitable impact

The first year of Working on Waste was a great success. The results speak for themselves…

77 organisations

took part in our industry-wide

campaign

Collectively, the campaign

reached 650,000 employees

9regional round tables

9 regional round tables

involving87 companies

98% of companies

said WoW raised awareness among employees on how

to reduce household food waste

98% of roadshow

delegates said IGD’s new consumer

research had provided them with valuable

insights

96% of participants said

the round table discussions were valuable for their

company and will help deliver public benefit for

customers


Reaching thousands of employees

To help companies plan, develop and deliver their Working on Waste activities, IGD developed a comprehensive online toolkit in collaboration with WRAP. This one-stop-shop of resources and downloadable templates was widely used and helped reach thousands of employees.

By joining in the conversation and through social media alone, the campaign reach tipped the 4.8m mark!

• Top tips were the most popular item from the toolkit, potentially reaching 615,000 employees

• Meal planners were shared with 120,000 employees• 61,000 engaged in recipe challenges• 42,000 were given access to WRAP’s food waste diaries• 10,000 participated in Tupperware parties


Taking WoW on the road

Integral to the Working on Waste campaign, the IGD team went on the road at nine locations up and down the country bringing together companies, academics and waste experts to discuss and explore the topic of household food waste. As part of this discussion, delegates were presented with top-line findings from IGD’s new consumer research on attitudes among 18-34 year-olds. Plus, WRAP provided an overarching perspective, outlining the scale of the challenge and what has been achieved to date.

The attendees then engaged in round table discussions looking at the barriers in place with consumers to household food waste and what could be done by industry to help break these down.

A very big thank you to our host companies who helped make these roadshows a great success!

Roadshow hosts:


Taking WoW on the road

The outcomes

The roadshows captured the opinions and attitudes of 148 delegates, representing 87 companies from large retailers and household names, to smaller businesses. The discussions were ambitious, thought-provoking and generated varied interventions. However, there was significant consensus on the following three themes:

1

2

3

Raising awareness across schools and with consumers in general about the causes, impact and actions to eliminate household food waste

Employee engagement for the entire industry on the importance of addressing supply chain and household food waste

A focus on how industry can help to deliver real behavioural change amongst consumers

We will be exploring these themes further in our 2015 programme of activity.

Great feedback from the roadshows


Consumer research

Working with WRAP, we identified 18-34-year-olds as a challenging group to engage with and influence on household food waste. To get a better understanding of their attitudes, IGD carried out consumer research.

We identified that this group has a distinct profile, they are more likely to be single, working full-time and cohabit in larger households. They are also highly likely to have experienced change in the last year compared to over 35s – all characteristics of a busy and chaotic lifestyle, which could lead to household food waste.

We undertook three phases of research to get a thorough understanding of this target group – observing consumers in their homes, in-store, in focus groups and an online survey with over 4,000 adults.

We shared these findings at the regional roadshows ahead of the roundtable discussions. They were extremely well received, with 98% of delegates agreeing this research had provided them with valuable insights.

The research also featured in national press and was actively used on social media throughout October.

Beyond this, it will also be incorporated into IGD’s Thought Leadership paper, due to be published later this year.

“Food and drink being thrown away is not something I think about often, but it’s a waste.”

“It depends on my mood, and how much money I feel I have. If I don’t have much money and there’s chicken in the fridge or veg, I’ll eat it or use it or freeze it. Sometimes I might decide I can’t be bothered.”

“If anything gets lost, it’s in the freezer. I lost a pizza once. Sometimes I use half a pack of meat and then forget about that.”


Consumer research

18-34s are more likely to cite their

busy lifestyles as a reason for food

waste than over-35s, rising to 40%

of those 18-34s working full-time

Chaotic lifestyles • 18-34s are more prone to impulse

purchasing and buying larger pack sizes

than they need, with 48% saying that

they can’t always find a suitable pack

size• They are more likely to eat out than

those aged over 35 – two-thirds (65%)

of 18-34s eat out at least sometimes

versus 59% of over-35s

Impulse driven

Easy solutions

18-34s are looking for easy solutions

to help with food waste e.g. re-sealable

packaging (31%), smart food labels

(30%), smaller pack sizes (27%) and

leftover recipe ideas (27%) Convenient ‘cooking’

• 18-34s are nearly twice as likely as over-

35s to agree that different approaches

to cooking in the household cause food

waste

• Lack of time is a key barrier to cooking

from scratch for this group. Some 37%

of 18-34s always or mostly cook from

scratch, versus 48% of over-35s


University campus engagement

To extend Working on Waste beyond retail and manufacturing employees, the campaign also set out to reach other communities; in particular, university campuses, which were the ideal setting to target the 18-34-year-old demographic. Food service and catering companies taking part in Working on Waste were therefore encouraged to go beyond their employee base, offering advice and information to students via a number of on-campus activities highlighting food waste issues and solutions.

For example, in addition to its internal employee activity, Compass Group plc set off on a universities roadshow, communicating food waste messages to tens of thousands of students across six universities. Some 1,100 recipe cards were handed out during the tour.

Retailers also got involved. Marks & Spencer plc held an event in partnership with the University of Leeds and IGD to give students an insight into the impact of food waste and future solutions. Topics discussed included packaging innovation, consumer perceptions and the role of science in helping to reduce food waste.

Complementing this activity, some retailers also took the campaign in-store, engaging with shoppers.

Karl Letten, Sustainability Officer at De Montfort University (DMU), said: “The Working on Waste campaign was a great opportunity to talk to students and staff about ways of reducing food waste and saving money too. We are finding that students are becoming more and more aware of these issues and there is a growing expectation from them that their university should be taking proactive measures in these areas.”


Company activity

The Agriculture and Horticulture Development Board supported WoW through its monthly newsletter in which readers were provided with access to WRAP’s food waste diary and meal planner – two very useful tools for reducing household food waste. The newsletter also included top ten tips for reducing food waste and gave readers leftovers recipes to try out at home.

2 Sisters Food Group ran ‘Tip of the Week’ and general awareness activity. This included a number of ideas from the toolkit, across various UK sites, involving around 1,000 employees in the campaign. They also attended one of the roadshow round table discussions.

ABP UK reached 2,000 of its employees using collateral from the toolkit such as newsletters, posters and food waste diaries. It held a leftover recipe challenge for all staff, identifying four ingredients they needed to use in one meal. describing the challenge as “thoroughly enjoyable with everyone really enthusiastic.”

ABP UK Leftover Challenge

The following pages provide many examples of how companies got involved and their Working on Waste activities.


Company activity

Allied Bakeries kicked off activity with a briefing internally to around 3,000 employees as well as posters, top tips and ‘reducing waste’ best practice in service areas. It also used the Facebook page of its Kingsmill brand to offer hints and advice on reducing food waste, achieving 211,000 likes.

Asda hosted a WoW roadshow and ran an event at its headquarters showcasing the campaign messaging to a broad internal audience. This was promoted via email to all Asda House employees who saw top tips on reducing household food waste featured on the Atrium screens over the course of a week. All Asda employees were targeted through features on the company intranet and in Asda Life Magazine. For shoppers, the supermarket produced half a million ‘best places to store food’ Bags for Life which were available during October.

As well as attending a roadshow and participating in the round table discussions, Arla Foods UK used social media to communicate household food waste messages, engaging a wider audience beyond its employees.


Company activity

Bakkavor Group plc created promotional packs using materials from the IGD toolkit for distribution to each of its sites to make the WoW campaign messages accessible to as many employees as possible, In addition, Bakkavor also put information on its intranet, joined the Twitter conversation and produced a press release which featured on the website.

Aunt Bessie’s ran a leftovers recipe challenge for employees. It also attended one of the regional roadshows and contributed to the round table discussions.


Company activity

Branston supported the campaign by calling on its employees to think carefully about the food they throw away and offering help and advice on how to reduce it. This included sharing meal planners, food waste diaries, top tips on portion sizes and making the most of the freezer – all of which were circulated through its internal newsletter.

Barfoots of Botley’s activities included sharing ‘use up’ recipe ideas, as well as top tips which were taken from the toolkit and shared via its intranet. By doing this, Barfoots of Botley reached 250 employees.

During the course of the month, Booker Group plc ran a series of themed weeks for its 2,000 colleagues. Themes included Love your Freezer, Meal Planning and Food Swapping, Lovely Leftovers and Bake Off and Perfect Portions. Weekly articles and resources were circulated to all sites to maximise reach to its colleagues.

Brakes kicked off activity with a call to action from the Chief Operating Officer on the company intranet. This included providing employees with links to the WoW toolkit and Love Food Hate Waste recipes and followed up with a general communication specifically to depot managers. Materials were also sent to all depots around the country for discussion in staff meetings.


Company activity

Capestone Organic made great use of the materials from the toolkit. It put up posters containing top tips around its sites and offered help and advice to staff through a blog on its intranet. It also communicated food waste messages on Twitter to reach a wider audience.

Burtons Biscuits ran a poster campaign using resources from the toolkit to communicate to its employees. It also featured a banner and screensaver – which included a video – on its intranet throughout October to remind staff of its involvement in the initiative and the importance of the household food waste agenda.


Company activity

Coca-Cola Enterprises Ltd offered its employees examples of recipes, showing them how to make the most of leftovers and save money on their weekly food shopping bill.

Central England Co-operative Ltd got involved by sharing waste tips with employees on its intranet every day throughout October. Several members of staff also benefited from attending cascade training run by WRAP’s Love Food Hate Waste team.

CHEP sent communication to 840 of its UK and Ireland employees promoting the Working on Waste campaign. It also signposted staff to tips on the Love Food Hate Waste website.


Company activity

The Co-operative Group targeted 8,000 employees with weekly activities from the toolkit. To extend the messaging to members and customers, it created Captain Core – a cartoon character frontman for their WoW campaign, encouraging individuals to pledge to become Food Waste Superheroes. Captain Core appeared in-store to talk to customers, used to promote leftovers recipes, and provided tips to help save food. Through Facebook and Twitter activity, it reached almost 170,000 individuals.

Compass Group plc’s employee engagement activities included circulating top tips and running WRAP’s cascade training. The activities reached in excess of 10,000 colleagues during October. But Compass went beyond its employee base, with stands at several university campuses, communicating messages to thousands of students. It also hosted a WoW roadshow at the Madejski Stadium in Reading.


Company activity

Diageo issued a tip of the day throughout October to employees in three of its locations. It also attended a regional roadshow and used social media to share materials taken from the toolkit.

The hosts of the very first WoW roadshow, Dairy Crest Group plc issued a press release for the website and briefed colleagues on key information about WoW via the company intranet and during meetings. It also sponsored a local food festival in Cornwall near its Davidstow site and promoted the WoW campaign through that event.


Company activity

FareShare posted information about the Working on Waste campaign on its website and engaged through social media. Several colleagues also attended various regional roadshows and contributed to the round table discussions.

G’s Fresh attended cascade training run by WRAP’s Love Food Hate Waste team. It also shared top tips with employees in its monthly newsletter.

General Mills began its campaign with two ‘Food Fun & Facts’ sessions for employees with Cheryl Woodruff from WRAP as the guest speaker. It also held a series of competitions, communicating to staff via its internal website and posters.


Company activity

Greencore Group plc (Ireland) used weekly top tips and WRAP’s food waste diary to engage its colleagues. It also published a press release and was very active on social media throughout the month, reaching an estimated 9,000 colleagues through LinkedIn alone.

The IGD team engaged with employees throughout the month with weekly Working on Waste activities. These included top tips, quizzes and a leftover recipe competition. It also delivered household food waste training to colleagues, with 96% saying they found it useful. Plus, it successfully reduced plate waste in its staff restaurant as employees became more informed about household food waste.

HJ Heinz Foods UK Ltd launched the campaign with an all staff email, followed by a leftovers recipe challenge via its intranet for colleagues. Staff were given two weeks to create a recipe incorporating four of the most commonly wasted foods. The brand also used social media and featured WoW messaging on its Heinz Tomato Ketchup and Heinz Beanz Facebook pages - reaching an audience of almost 2 million consumers.


Company activity

INCPEN actively used Facebook and Twitter to communicate messages about the Working on Waste campaign, reaching a wider audience beyond its employees. It also supplied video content for IGD’s WoW Toolkit.

Innocent launched an employee competition challenging staff to implement five food waste activities listed on its bingo card, awarding Tupperware as a prize. It also asked employees to keep food waste diaries, resulting in some staff developing new recipes, as well as better planning overall when buying food. Through these activities, Innocent reached around 150 employees.


Company activity

Jackson’s Yorkshire Champion Bread shared top tips with employees and offered recipe ideas for stale bread. It also attended one of the regional roadshows and actively engaged on Twitter throughout the month, reaching out to a wider audience.

Kanes Foods sent daily top tips to staff via email and put up posters in canteen areas to support the Working on Waste campaign. As a result, it received positive feedback from employees on the awareness raised on the topic of household food waste.

With participation in five roadshows, Leatherhead actively engaged in the programme. It also ran a number of employee engagement initiatives via its internal Green Team. These included installing food waste bins around the building using resources and ideas from the toolkit such as top tips, posters and videos.


Company activity

Marks & Spencer plc shared top tips and ran a leftovers recipe challenge with colleagues via Yammer. Plus, it ran an event with the University of Leeds to give students an insight into the impact of food waste and future solutions. Topics included packaging innovation, consumer perceptions and the role of science. The day also featured a keynote presentation from IGD.

Lincolnshire Co-operative Ltd issued top tips to all employees and sent posters to its food stores allowing them to cascade the tips and advice to their in-store colleagues. It also ran a leftovers challenge, inviting staff to create a meal using four leftover products and an additional two ingredients from bread, carrots, cream and cheese.


Company activity

Having hosted a WoW roadshow earlier in the month, Mars kicked off its employee engagement in the second half of October. Launched with a briefing from President, Fiona Dawson, all employees at its Slough site also received a desk dropped gift of Tupperware along with top tips and food waste information. Posters from the toolkit were also displayed around the building.

The Midcounties Co-operative shared food waste facts with its employees, encouraging them to consider how much food they throw away at home and offered advice on ways to reduce this.

Mondelēz International co-hosted a series of food waste prevention information sessions in staff canteens across five sites with Nuffield Health/Fit for Life. This was supported by a poster campaign, intranet features, an internal newsletter and a cascade training session. Through this activity it reached an estimated 5,500 colleagues.


Company activity

Moy Park launched a leftovers recipe challenge for employees in its magazine. The feature also included findings from IGD’s consumer research on 18-34-year-olds as well as useful facts about household food waste.

Musgrave Group ran a dual poster and intranet campaign throughout the month ensuring WoW messages reached as many colleagues as possible. Information and tips were structured into themed weeks such as ‘Fresher for Longer’ and ‘Savvy storage and freezer wrapping’.


Company activity

My Fresh used a series of posters, covering all elements of food waste, to communicate with employees. It also attended two of the regional roadshows and engaged in the round table discussions.

Hosts of a WoW roadshow, Nestlé UK Ltd launched its campaign with a two-day canteen event at its Fawdon site reaching an estimated 700 colleagues. Staff were treated to cooking demonstrations and sample tastings but also encouraged to fill in food waste diaries and meal planners. There was a full range of information and handouts also available as part of this event.


Company activity

The National Farmers Union issued a press release about the campaign on its website. It also circulated top tips to members on ways to reduce household food waste.

Poupart launched its support for the Working on Waste campaign with an article in ‘The Core’, its company magazine. It also put up various posters around its head office, signposting staff to information available in the toolkit. All of this activity reached just under 200 employees.

Premier Foods Group plc hosted a roadshow and used all of the toolkit materials to engage with around 4,000 employees. This included Tupperware parties and inviting employees to post pictures on social media of food in their fridge, to encourage using up leftovers. Colleagues from across 10 of its manufacturing sites attended cascade training provided by WRAP. Individual sites developed their own activities such as leftovers meals in canteens and running a fridge of the week competition,

Procter & Gamble UK launched WoW internally at the start of the month with an intranet post. This was then followed up with a poster campaign using toolkit materials, and posts on PGOne, the company intranet, explaining how even small steps by employees could take to reduce household food waste.

EST 1 8 9 5


Produce World employees were tasked with a weekly Leftovers Recipe Challenge throughout October with prizes for the winning entries. Each week, entrants were allowed to combine their leftovers with no more than three store cupboard ingredients. Colleagues were also given WRAP’s food waste diaries to complete.

Purity Soft Drinks displayed posters in its canteen and circulated information leaflets to staff. This resulted in employees engaging in the debate and sharing ideas on how to reduce household food waste.

Company activity

Rubies in the Rubble was very active on Facebook and Twitter throughout the month, reaching a large consumer audience. It also attended a WoW roadshow and participated in the round table discussions.


In addition to joining the WoW conversation both at a roadshow round table and on Twitter, Sainsbury’s also developed a Pumpkin Recycling campaign for Hallowe’en, educating customers in order to minimise wastage.

Through supporting WoW, Sealed Air reached 25,000 employees. Activity included a blog on how to reduce household food waste by Karl Deilly, its Vice President for the Food Care Division. It also extended its employee engagement beyond October with activities continuing into 2015.

Sodexo promoted the WoW campaign alongside its own global initiative, WasteLESS Week. Messaging such as top tips, a quiz and WRAP video content featured on its intranet reaching all employees. Other activities included 22 kitchens weighing their food waste.

Company activity


Tesco Stores Ltd circulated top tips to employees during October and offered WRAP cascade training to more than 300 of its Community Champions. In addition, the retailer also attended a roadshow and actively engaged through social media creating vines, tweets and a blog on household food waste.

Unilever UK joined the WoW conversation throughout the month on social media. It also attended one of the roadshow round tables and produced a press release to support the campaign.

Company activity


Vegware attended most of the roadshows and contributed significantly to the round table discussions. Throughout the month, the Vegware team tweeted regularly, sharing their colleagues’ leftovers recipes and top tips for reducing household food waste.

As well as hosting a WoW roadshow, Waitrose Ltd created and launched a video to educate its employees about managing food waste. It also shared top tips through its internal Google+ communities, receiving over 600,000 views throughout October.

Company activity


One of roadshow hosts, William Jackson Food Group Ltd invited its three brands to set up stands to showcase their WoW activities on the day including leftovers recipes from Aunt Bessie’s and top tips for using up stale bread from Jackson’s Bakery.

Wm Morrison Supermarkets plc ran a comprehensive WoW campaign reaching 8,000 colleagues at various sites including head office, stores, logistics and manufacturing. Employees engaged through a top tips competition and Leftovers Recipe Challenge. The retailer also used the WoW campaign to showcase how its Morrisons.com receipts can be used to manage the contents of your fridge.

Company activity

Warburtons Ltd used its company intranet and internal magazine to reach 2,500 colleagues. The intranet page featured a selection of top tips, the WoW quiz and links to the toolkit. An article on the campaign featured in the magazine alongside leftovers recipe ideas.


Participating companies

2 Sisters Food Group LimitedABP UKAgriculture and Horticulture Development BoardAlbert BartlettAllied BakeriesAnthesis GroupArla Foods UKASDA Stores LtdAunt BessiesBakkavor GroupBarfoots of Botley Ltd UKBOGOF PovertyBooker Group PlcBrakesBranston LtdBurton’s BiscuitsCapestone Organic Poultry LtdCargill Meats EuropeCentral England Co-Operative LtdCHEP UK LtdCoca-Cola Enterprises LtdColgate Palmolive (UK) LtdCompany Shop LtdCompass Group UK & IrelandDairy Crest Group plcDiageo plcDiageo Runcorn PackagingFareShareFenmarc Produce LtdGeneral Mills UK LtdGreencore Group plc

G’s Fresh LtdH J Heinz Foods UK LtdhiSbe Food CICIGDIgloINCPENInnocentJackson’s Bakery LtdKanes Foods LtdLeatherhead Food ResearchLincolnshire Co-operative Society LtdLincolnshire HerbsLindumMarks and Spencer plcMarsMondelez InternationalMoy Park LtdMusgrave GroupMyFreshNestle UK LtdNFUNorman Collett LtdPoupartPremier Foods Group PlcProcter & Gamble UKProduce World Group LtdPurity Soft DrinksRubies in the RubbleSainsbury’sSealed Air LtdSodexo LtdSodexo-Canon Europe Ltd

Tesco Stores LtdThe Coca-Cola Company Europe GroupThe Co-operative GroupThe Midcounties Co-operativeThornton’s BudgensTulip LtdUnilever UK LimitedUniversity of LeedsVegware LtdWaitrose LtdWarburtons LimitedWaste SolveWilliam Jackson Food Group LimitedWm Morrison Supermarkets plc

Supporting companies:IPSOS Mori Populus WRAP


Working in collaboration with WRAP

Throughout the campaign, we worked in collaboration with WRAP, which used its research, evidence and experience on consumer food waste to help us identify priorities and opportunities for action. Love Food Hate Waste campaign materials and resources were used as part of the toolkit to help change consumer and employee behaviour.

Members of the WRAP team spoke at the roadshows helping delegates to understand what’s known and what’s been achieved by the 53 signatories to WRAP’s Courtauld Commitment and the Love Food Hate Waste campaign to date.

WRAP also delivered 12 successful cascade training sessions on food waste prevention to employees from across the industry. Through this training, it helped companies and individuals develop tailored activities using Love Food Hate Waste materials in support of the Working on Waste campaign.

Delivered in collaboration with


Working on Waste 2015

If you would like to take part in this year’s Working on Waste campaign, register your interest:

igd.com/workingonwaste

Building on the progress from 2014, we hope to extend the reach with employees and drive further industry engagement in this year’s Working on Waste campaign.

igd.com/workingonwaste

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