Sainsbury’s Hits Back At “Inaccurate” Guardian Waste Less Story

Supermarket chain, Sainsbury’s, has rebuffed reports by the Guardian that it intends to “scale back” it’s ambitious target to get consumers to halve their household food waste.

The newspaper said the scale-back was on the cards as the retailer was finding it “more difficult than expected” to achieve behavioural change.

Sainsbury’s, however, has said all reports are “entirely inaccurate”.

In a statement, the retailer said: “It’s been widely reported today that Sainsbury’s is dropping its Waste less, Save more food waste programme, which is entirely inaccurate.

“In fact, we’ve just invested a further £1m to take the campaign out across the UK – and we remain absolutely committed to helping our customers save money through food waste.

Sainsbury’s – “In fact, we’ve just invested a further £1m to take the campaign out across the UK – and we remain absolutely committed to helping our customers save money through food waste.”

“We’ve spent the last year investing in the town of Swadlincote, where we’ve been trialling a range of different activities to help customers save money by reducing their food waste. Throughout our five year campaign we will be investing £10m.

“As we started our extensive trial year in Swadlincote, we had an ambition to help households to reduce food waste by up to 50%. This was always a very stretching ambition – and we will find out the results in May when we’ve done the full analysis. What we now know, is that the town of Swadlincote has been fantastic to work with, and we have achieved a huge amount in the first year of the campaign.”

During the trial, Sainsbury’s produced initiatives such as food-sharing apps and smart fridges, for householders to test in an attempt to cut food wastage.

The Guardian reported that the trial had been abandoned as the target is “unlikely to be met”.

The results of the Swadlincote trial are being independently evaluated by Wrap and will be published at the end of May.

In the next phase of the programme, Sainsbury’s is set to announce an urban trial in Peckham, London, to measure and analyse the challenges of reducing food waste for those living in dense residential, multi-occupation housing.


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  1. The impact that food waste has on the overall recycling performances in the UK has been grossly overstated by WRAP and a whole load of other so-called ‘experts’ all desperate to grab some media headlines.
    Nobody is factoring in the carbon footprints and real economics of collecting and treating separated food waste from households.
    And at the same time we have the ludicrous situation where some Councils are now charging for collecting separated garden waste for recycling which is impacting adversely on residual waste tonnages as well as reducing recycling performance rates..
    But it placates the ‘foodies’ and ‘greenies’ who live in a parallel universe to shout out for more food waste separation and collection.
    Lancashire CC has stopped collecting food waste in the garden waste bins because their processing costs were soaring. Why not ask the real experts: those involved in practical waste management on a daily basis?

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