Catherine Balderson is the senior brand manager for appliance manufacturer, Hotpoint. She has worked with Hotpoint’s parent company, Whirlpool UK Appliances Limited, for over three years, including a previous role as customer marketing manager.
It is no secret that food waste is a significant issue. With households accountable for over 70% of the UK’s food waste, it is essential for consumers to change their throw-away habits. It’s therefore important for appliance manufacturers and kitchen retailers to educate consumers on what can be done to reduce food waste at home and inspire them to make a change.
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Hotpoint research found that two thirds of the British public worry about food waste and as a result launched its ‘Fresh Thinking for Forgotten Food’ campaign. It encourages consumers to think differently about their leftovers, turning the most commonly wasted ingredients into tasty dishes. Activities and campaigns are a great way for manufacturers to educate consumers, and retailers can utilise brand campaigns to spread the word to their customers.
The ‘Fresh Thinking for Forgotten Food’ campaign was inspired by Hotpoint’s Day 1 refrigeration technology, which encompasses a series of innovations that keep food fresh for longer. If retailers explain the technologies within appliances and relate this to reducing food waste and making cost savings, consumers will leave the showroom feeling inspired to make a difference.
Hotpoint encourages independent retailers to take up training opportunities that are offered by manufacturers, either face-to-face or interactively through services such as Hotpoint’s e-learning platform. Technology is ever evolving; for example, Hotpoint’s Multiflow ovens distribute heat evenly, which enables the user to turn leftovers into delicious meals with ease. Making sure that your team is up to date with the latest innovations and how they link to the reduction of food waste will help combat the issue in the UK.