Waste Aware Scotland has set the standard by revamping the digital presence of its Love Food Hate Waste campaign for 2010 – with the launch of the first ever iPhone ‘app’ designed to minimise domestic food waste.
The new app – which is available to download for free, – will provide consumers with easy to use interactive tools such as a portion size planner; recipe finder for leftover ingredients; weekly meal planner and various hints and tips on how to reduce food waste. The app asks users to put their ingredients into an on-screen blender, (these could be leftovers or ingredients they already have but are not sure how to make into a meal) then simply shake it to create an easy, healthy recipe.
In tandem with the new app, the campaign’s website has also been enhanced, making it much more interactive and adding features to help people find information quickly and easily on how to cut food costs and waste. The website; www.wasteawarelovefood.org.uk, now features video content and like the app, the website, now has a handy portion planning tool and recipe finder for leftover ingredients.
As part of the digital push, the campaign has launched its own Facebook page and Twitter account as well as a Love Food Hate Waste blog which will be updated on a fortnightly basis with campaign news. Friends and followers will be able to engage with each other on the sites and through the blog, offering up tried and tested recipes and passing on advice. It gives the opportunity to network and engage with others interested in Love Food Hate Waste.
The new digital elements will also be used to inform people about Love Food Hate Waste events in their local areas, as well as providing updates on food retailer initiatives which are part of Waste Aware Scotland’s ongoing partnership work to reduce household food waste across the board.
Nell Nelson, a Love Food Hate Waste ambassador said: “‘I think Waste Aware’s new interactive campaign is brilliant for jogging your memory when you are trying to think what to cook – you can access it on your computer or iPhone. I had some eggs, red peppers and half a packet of cheddar cheese in the fridge and instantly the programme came up with a recipe for quick quiche using leftover veg. I just need to buy some cream and make or buy some short crust pastry – I am looking forward to my supper tonight, so thanks Love Food Hate Waste!’
Commenting on the new digital drive, Dr Nicki Souter, Campaigns Manager for Waste Aware Scotland said: “We’re very proud to be launching Love Food Hate Waste’s new digital campaign and view it as a great way of getting even more people involved and engaged with the ongoing push to reduce food waste. Research time and time again shows that more people are going online for information, so we’re moving with the times to get our message out there.’’
She went on: “The average Scottish household throws away £430 per year of perfectly good food, simply because we forget to use it or we cook too much when preparing meals. We hope our campaign’s new digital and interactive tools will mean more people trying new recipes with ingredients they have leftover at the back of the fridge or cupboard; either through the iPhone application or our website.”
Love Food Hate Waste is a nation-wide initiative developed by Waste Aware Scotland, in partnership with the Waste and Resources Action Programme, to encourage the Scottish public to be more waste aware in its attitude to food.
The campaign focuses on four key areas to help reduce food waste – planning and preparation, storing food, recipe ideas and portioning. The campaign website www.wasteawarelovefood.org.uk offers a collection of hints, tips, recipes and advice from Scotland’s best loved chefs and food writers.