What’s next?

Food Savvy future

There are various factors at play in the UK today that will shape the next phase of Food Savvy. A growing number of households are experiencing financial hardship and living costs are rising. On the other hand, insight gathered by Hubbub through public polling in Norfolk and Suffolk, and nationwide, suggests that the public is increasingly connecting food waste to the climate crisis and are willing to take action. In local polling with 2,000 residents in autumn 2021, 60% said that food waste is a major cause of climate change (39% in 2020).

It is now both timely and urgent to share simple, accessible, and actionable information with the public on food waste to ensure this opportunity is seized.

The campaign is moving into a new phase in Year Four (September 2021 – September 2022). We have spent three years trialling a range of messaging and activities. Now our ambition is to broaden the Food Savvy reach much further across Norfolk and Suffolk residents including targeting low income households who could benefit from food management skills to reduce food waste and save money.

Financial and environmental motivations for saving food from waste appear to be of equal concern to Norfolk and Suffolk residents, and we will shape our activities around both motivations with a stronger emphasis on the environment than in previous years.

We will target messaging according to concerns and motivations identified by different groups and reach them using their trusted platforms identified through our research.

We will prioritise reducing barriers to action on tackling food waste by using simple, messaging around the easiest actions to take and share the messaging over extended periods to allow multiple chances for residents to see or hear and take action.

And finally, we will partner with local employers, influencers, businesses, and organisations to expand the campaign and amplify our calls to action.