Hotpoint launches campaign to tackle issue of food waste

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Hotpoint has teamed up with brand ambassador Jamie Oliver, to launch the ‘Fresh Thinking for Forgotten Food’ campaign.

Research, commissioned by Hotpoint, has 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 also reveals that in the UK, the top three most wasted foods are bread, bagged salad and fresh vegetables.

Hotpoint also found that over a third of those surveyed do not plan their meals and only a quarter create an itemised shopping list before hitting the supermarket. This relaxed attitude is contributing to rising food waste, with half of Brits admitting to regularly buying food they already have in their fridge at home.

To help combat the issues of food waste, Hotpoint and Jamie Oliver have launched the Fresh Thinking for Forgotten Food campaign, encouraging consumers to think differently about their leftovers.

Inspired by Hotpoint’s Day-1 refrigeration technology, which encompasses a series of technologies that Hotpoint says keep food fresh for longer, the campaign will demonstrate to the nation recipes using ingredients that we tend to waste the most. In addition, the campaign will share tips and tricks on how to reduce food waste and save money in the process.

Hotpoint brand ambassador Jamie Oliver commented: “We’re a lucky bunch to be able to cook with such a huge range of ingredients. 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 of 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 head of brand 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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