Frozen food sector comes together for food waste awareness campaign
The British Frozen Food Federation is launching a food waste-themed campaign to raise awareness among consumers struggling with rising living costs.
The BFFF is targeting younger generations with the nationwide PR campaign, which starts on 5 September, by using social media platforms to explain how to tackle food waste whilst saving money against the backdrop of the cost of living crisis.
According to latest Kantar data, grocery inflation has reached record high levels of 11.6%, meaning the average annual shop is set to rise by £533, or £10.25 every week.
CEO Rupert Ashby said: “We will be encouraging consumers to buy more frozen food by demonstrating how they can reduce the amount of food they throw away and save money.”
“Frozen food has always played an important role in helping shoppers get more for their money without them having to compromise on quality, offering consumers longer shelf-life and greater portion control, which helps reduce food waste, so allowing budgets to stretch further.”