Search for ‘food champions’ to start very soon

The ministry for the environment is expected to issue a call for tenders for a robust educational and communications campaign on new waste practices that will focus on more waste separation at source, and address food waste.

People are currently wasting €1 out of every €5 they spend on food. It is estimated that 21% of food bought ends up in bin.
The waste of food is blamed on incorrect purchasing patterns and a lack of understanding of ‘best by’ and ‘use by’ labelling, as well as by incorrect storage. Food waste is also generated by overly estimating individual food portions. Lack of knowledge on food preparation and cooking and the automatic discarding of leftovers also contribute to food waste.

But according to the new waste management plan, reducing this kind of waste also means a greater change in behavioural patterns, something already dictated by time constraints such as the tendency to buy in bulk to avoid multiple shopping trips.
The Waste Management Plan envisions a nationwide educational campaign spearheaded by ‘food champions” – a reality TV show that will offer prize money to contestants who cut down on their food waste.

The target of the campaign will be to increase the number of committed food reducers by 10% per annum.

Following an expression of interest that generated a positive response from key players, the upcoming tendering process will prioritise the actual needs of the educational campaign.

A ministry spokesperson refused to be drawn into more details about the whole process but explained that as a result of the ideas generated by the EOI, the ministry could now ascertain the degree of interest in such a project.

Minister Leo Brincat said that such the campaign was “imperative”, particularly in the formative days of the strategy implementation. “Without behavioural change it will be difficult to get people to realise the importance of strengthening waste separation at source,” he said.