Mid-campaign survey on food waste metrics

Client:
WRAP
Start date:
October 2007
Completed:
April 2008

This project aimed to develop a metric to monitor the impact of the forthcoming WRAP food waste minimisation campaign. In order to do this, Brook Lyndhurst analysed and compared survey results from five waves of research with thousands of adults across the UK.

Objectives
The work had two main objectives:

  • To measure changes in commitment to food waste reduction in the early weeks of WRAP’s food waste reduction campaign (Love Food, Hate Waste); and
  • To finalise the metric to be used to monitor the campaign.

Methodology
The research involved secondary analysis of survey data commissioned by WRAP from a number of different suppliers and the development of options for a metric model. The metric was developed from questions which asked consumers about the amount of food they think they throw away; how bothered they are by throwing away food; and how much effort they put into reducing food waste at home. The fourth was based on the food types identified as being the most wasted food items.

Findings
The full findings of this research have not been published but WRAP's guidance on use of the metric can be found by following the link on this page.

istockphoto apple

Project Director

Brook Lyndhurst Blog

  • Recycling: A duty, not a choice?

    I experienced strangely conflicted responses this morning when I saw this Hammersmith & Fulham bin lorry outside our office. Conflicted because, on the one hand, I wholly agree with the message - recycling is a duty - a moral one if not necessarily a statutory one. But at the same time, the tone of the [...] 

  • iDisappointment

    It was reported this week that Apple have refused to include their iPhones in the UK’s first green-ranking scheme for mobile phones, launched in a partnership between O2 and  Forum for the Future.  There have always been things that have irked about Apple products, of course, such as the non-replaceable batteries (I’m all for sleek [...] 

  • A slow boat to Shetland

    The ferry which waits in Aberdeen is huge and satisfyingly industrial. We enter through a carpeted lobby with a split staircase, then walk out to the stern deck and stand looking out over the greyscale buildings of Aberdeen and the murky waters of the dock. As we pull out of the harbour the seascape broadens [...]