Recent data on food waste in the United Kingdom has revealed a startling statistic: the average UK household discards approximately eight meals’ worth of food every week.
This alarming trend occurs against the backdrop of widespread food poverty, affecting eight million individuals across the nation.
The British Frozen Food Federation (BFFF) has responded to this crisis by launching the second year of its Frozen Food Revolution campaign. This initiative aims to address the pressing issue of food waste by promoting the benefits of frozen food in reducing household waste.
Rupert Ashby, chief executive officer of the BFFF, stated: “With the Frozen Food Revolution 2024, we want to highlight the ways in which frozen food can improve household food management, making meal planning easier, more cost-effective, and sustainable.”
The campaign emphasizes that frozen food can significantly improve household food management. By replacing fresh ingredients with frozen alternatives that have longer shelf lives, families can potentially reduce the amount of food thrown away.
However, the initiative faces challenges. According to product intelligence platform Vypr, over 85 percent of consumers hesitate to purchase frozen food due to limited freezer space. The data also reveals that only 7% of British consumers begin their shopping in the frozen food section, a behavior the BFFF hopes to change through its campaign.
Ashby added: “The variety of foods available frozen has also increased hugely in recent years, so we’re encouraging any shoppers who might not normally make a trip to the frozen aisle of the supermarket to check it out and try something new.”
He further explained: “Frozen food is generally cheaper than fresh equivalents, but what many people don’t realise is that the key reason for that is that there is so much less waste in the supply chain, so it’s a win-win. Chilled products such as soft fruits get squashed, vegetables bruise, and transportation delays impact shelf life, and that is all reflected in increased cost to the buyer in the chilled aisle.”
The BFFF is also encouraging people to incorporate their freezers into weekly meal planning. To assist with this, they’ve compiled a list of ‘five feasts from the freezer’, showcasing delicious combinations of items commonly found in UK freezers.
Ashby concluded: “At a time when millions are struggling to put food on the table, it’s unacceptable that we are throwing so much away. A big part of the solution lies in better management of our food, and frozen food is a big part of that.”
As the campaign gains momentum, it remains to be seen whether UK households will embrace frozen foods as a solution to reduce waste and address food poverty.
Find out more at: https://bfff.co.uk/