Impact Year Two

Six campaigns with 50 collaborations and 20 events.

8,292 local members of the public engaged at events and workshops.

7,115 local visitors to the Food Savvy website. Four and a half times the number of local visitors to the site in year one.

The Food Savvy newsletter acquired a 43% increase in local sign ups from Year One, totalling 453 sign ups.

Reach of 1.8 million on Twitter and Instagram with 629 unique contributors.

Press ‘Opportunities to see’: National press: 58.7million, local press 9.1 million.

Brand recognition up by 2% compared to 2019.

69% of those signed up to Food Savvy campaigns and communications say that Food Savvy has helped them to reduce waste. The average by which respondents reduced their food waste was 20.3%.

We want to make a meaningful difference to the amount of food going to waste in local households.

By 2025 our ambition is to have helped 500,000 households (two-thirds of the households in Suffolk and Norfolk) make meaningful reductions in food waste, from 3 Kgs to 2 Kgs weekly. By 2020 it was our ambition to have helped 43,000 households make a moderate reductions, from 3kg per week to 2.7kg. A decrease of 10%.

To date, we have had meaningful engagement with 30K households in the Food Savvy target region of Norfolk and Suffolk. These people have spoken with us at events, attended workshops or visited our webpages. We have potentially reached many more via social media and media.

69% of 188 survey respondents signed up to our mailing list reported that Food Savvy had helped them to reduce food waste. Respondents reported that Food Savvy helped them to reduce their food waste by 20.3%. The most commonly adopted food saving behaviours are checking cupboards before shopping (34%) and meal planning (41%). (See Figures one and two).

Those who had not been able to reduce their waste as a result of the campaign largely attributed it to the following reasons: 1. They already followed the key Food Savvy advice given. 2. They were new to the campaign and had not yet had time to use the resources. 3. They had little waste in the first place.

Influencers engaged in the 2020 campaign managed to reduce their food waste by 40% when engaged in a month long trial. (See ‘Bloggers Challenge’, page 29). The average for the Year One cohort was 50%. In Year One 50 employees engaged in a month long food waste reduction campaign managed to reduce their waste by an average of 52%. 16

30K people have spoken to us at events and workshops or visited the website

The average by which survey respondents reduced their food waste was 20.3%

2% increase in brand awareness from 2019 to 2020

Food Savvy has helped households to check their fridge and cupboards before shopping and plan their meals.

As a result of the campaign, I/members of my household:

Answered: 165 Skipped: 23

By how much do you feel you have been able to reduce your food waste?

Answered: 127 Skipped: 61

Food Savvy has helped households to reduce food waste by an average of 20.3%.

In 2019 and 2020, we polled 2,004 representative households in Norfolk and Suffolk.

Between 2019 and 2020 there was a 2% increase in brand awareness. In Oct 2020, 11% of 2,004 respondents said they had heard of Food Savvy and 30% said maybe, compared with 9% yes and 30% maybe in 2019. Taking this survey as a representative sample of the population across Suffolk and Norfolk, the campaign will have reached 183,600 people to date.

Of those who said they had heard of FoodSavvy, social

common source (46% in

2020, 40% in 2019) papers vs 2019 22%, 15% and 20% respectively