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.

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