Posted 13th Jul 2018

Hotpoint launches new campaign to tackle food waste

By KBBDaily on 13th July 2018 - 14:37pm
kitchen, hotpoint, jamie oliver, chef, campaign, food waste, food, fridge, kbb, kbbdaily

Hotpoint has partnered with brand ambassador Jamie Oliver, pictured, to launch its new ‘Fresh Thinking for Forgotten Food’ campaign, designed to tackle food waste.

Recent research by the appliance manufacturer found that two thirds of Brits “worry about food waste but admitted to buying fresh ingredients that replace edible food in the fridge”. The research found that the three most wasted foods in the UK are bread, bagged salad and fresh vegetables.

The research also found that over a third of Brits don’t plan meals, while only a quarter create itemised shopping lists, with this “relaxed attitude” resulting in rising food waste as half of Brits admit to “regularly buying food they already have in their fridge at home”.

The new campaign by Hotpoint and Oliver is designed to encourage consumers to “think differently about their leftovers” and will involve the company sharing recipes using ingredients that tend to be wasted the most, as well as tips and tricks on how to reduce food waste and save money in the process.

“We’re a lucky bunch to be able to cook with such a huge range of ingredients,” said Oliver. “But, with so much great produce available, if you don’t have a bit of a plan, or forget to check what you have in the fridge before you set off, it’s easy to buy too much, and end up wasting food and money.

“For me, the most powerful weapon in the fight against food waste is food knowledge. It’s our best friend, and having the know-how to cook from scratch and to be able to adapt recipes to make use what’s left in your fridge is an invaluable skill. And trust me, a little experimentation with an ingredient you were about to throw away can often lead to the most incredible new dishes and tastes.”

Hotpoint brand head Jennifer Taylor added: “Our research has shown us just how much the nation really cares about food waste, so we have decided to take action to show households that there is so much you can do with leftovers and forgotten food. And with the right kitchen equipment, from fridge technology that keeps food fresh for longer to ovens with auto-recipe functions for extra inspiration, your food and your money can go a lot further.”

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