The Dutch throw away food worth €2.5bn a year and now a campaign has been launched to try to reduce this.
The television advert features snippets of other television advertising cut together to deliver a no-waste message.
The campaign has been launched by the Sire advertising group – advertising companies and agencies who pool their resources and develop campaigns aimed at tackling problems in society.
The campaign includes a website – Kliekipedia.nl – which offers tips and recipes to cut food waste. Kliek means left-overs in Dutch.
According to environmental group Milieu Centraal, the Dutch throw away 14% of the food they buy with young people, singles and young families creating the most food waste. Almost 90% of food waste ends up in ordinary household waste and is burned in incinerators.
The campaign includes five tips for reducing food waste:
- Keep food properly. Tomatoes for example, keep longer outside the fridge
- Use left-overs to make new dishes
- Don’t worry too much about sell-by dates
- Don’t cook more than you need
- Make a shopping list
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