Tackling food waste
Food waste costs Australian households $70 per week, which adds up to $3,640 per year. Social Marketing @ Griffith teamed up with Redland City Council to develop and test Waste Not Want Not.
Waste Not Want Not was a two week pilot program tested in the Stockland Shopping Centre, Cleveland, Queensland. The pilot featured Dominique Rizzo cooking delicious and healthy meals each day to show people what they could make from the contents that were already in their fridge.
Waste Not Want Not was created with our 3-step process – co-create, build and engage (CBE). Read on to learn how we applied the CBE process to build Waste Not Want Not.
Waste Not Want Not involved key stakeholder groups (students, council members, community representatives, and local chefs) to understand their views prior to and during program build.
Insights gained from co-design clearly showed that people wanted help to understand what they could make from the food they had left in their fridge.
A fridge audit survey was employed in the co-creation stage to learn which foods were most commonly available in fridges in the Redlands City Council area to inform program build.
Waste Not Want Not aimed to increase self-efficacy (improved ability to reuse leftovers). The pilot was built in partnership with three local chefs (see Figure 2) who each designed recipes drawing on the most common food items identified in the fridge survey audit.
Figure 2 - Local chef partners
Figure 3 - Promotional items
Waste Not Want Not aimed to help residents understand:
- What is already in the fridge can be turned into creative meals,
- Leftover food can be reused, and
- Avoid food spoilage through strategies including the use of shopping lists, menu planning and food storage tips (see Figure 3).
Waste Not Want Not reached more than half-million Australians through extensive press coverage.
Waste Not Want Not was featured on Channel 9 news
Waste Not Want Not was co-created with Redland City Council households and was independently evaluated using a controlled longitudinal design following delivery of the two-week pilot program.
Figure 4 - Changing self-efficacy for the better
More than 5,000 food samples, 10,000 recipe cards, and 300 program flyers were distributed over the two-week period of the program delivery. The campaign successfully decreased self-reported food waste and improved self-efficacy in the program group while no significant differences were observed in the control group (see Figure 4). The proportion of respondents reporting throwing hardly any fruit and vegetables out in the target (program) group increased by 41 per cent after the program delivery.