Survey says Londoners are keen to cut out food waste

Almost two-thirds of Londoners would choose to deal with businesses that actively cut food waste, new research has found.

A survey of 500 people in the capital, carried out by ethical eating magazine The Jellied Eel, found that 79 per cent want to see companies reduce the amount of food they throw away and encourage their suppliers to do the same.

In addition, 65 per cent of those surveyed said they would actively look to give their custom to restaurants, shops and brands which worked to avoid food waste.

The survey also found support for a campaign to encourage people to do their bit at home to reduce the amount of food thrown away every year. Almost 70 per cent of people said they would be prepared to sign a pledge to reduce their household food waste, and support initiatives designed to encourage companies in the food sector to do the same. 

Kelly Parsons, deputy editor of The Jellied Eel, said: "It's clear that the overwhelming number of London's residents want more to be done to reduce the shocking amount of food that gets wasted by homes and businesses in the capital. 

"A company's attitude to food waste could have a direct influence on consumer shopping habits, so our city's restaurants, shops and food producers will either have to gear up for the war on waste, or lose out to more forward-thinking businesses."

Official figures released last week showed the amount of food thrown away annually in Britain fell by 1.1 million tonnes in the three years to 2010.

Please note, the contents of this news story are not supported or endorsed by The Co-operative Group.