The ‘Too good to waste’ campaign launched in October 2011, is an initiative carried out by The Sustainable Restaurant Association (SRA), a not-for-profit organisation which aims to reduce food waste in London Restaurants by raising both consumers and industry awareness about the huge scale of restaurants’ food waste in London.
In the United Kingdom, the problem with food waste has been identified since the World War I when the food started to become scarce. Since then, campaigns to increase understanding began and people’s awareness towards the amount of food wasted voluntarily increased. During the World War II, regulations to rationalise food was implemented by the British government due to the decline of importations; the wasting of food became a prisonable offence.
Nowadays, the issue has been at the top of the social and political agenda due to the raising levels of waste which is believed to be up to nearly 25% or 10bn of consumable food per year just in the UK. The media coverage has been increasing the level of awareness and attention from the UK public, as well as the responses from government (which declared war on food waste in 2008) in order to fight against this environmental and economic issue that is costing the average household in Britain around £8 per week’.
The TGTW campaign is facing a real challenge in changing people’s attitudes towards asking for a doggy box, therefore they should be first focusing on making people aware about the huge amount of food thrown away in London restaurants and widely inform all consumers about the TGTW initiative by spreading high-impact facts as the messages of the campaign rather than just promoting the doggy box. An example of how to this could be done are the strategies taken by Love Food Hate Waste campaign which presented the evidence of their research as their messages for the campaign, on their website, speeches, reports and so on.
In terms of changing possible prejudices their key publics might have regarding the doggy box, they could potentially think of different approaches to improve results. These could include changing the name and style of the box and perhaps committing participating restaurants to train their staff, so waiters and waitresses are those offering to pack the food for their dinners instead of them asking for the box. Additionally, they could be relying on the power of Social Media to create a greater awareness about this critical problem and get supporters.