Sainsbury’s is calling for residents and community groups across the UK to nominate their town to receive £1 million investment and become a test bed of innovation for cutting down food waste. The Sainsbury’s Waste Less, Save More town challenge is being launched in response to the escalating issue of household waste, which results in the average family throwing away £700 of uneaten food a year.

In the West Midlands alone, a staggering 620,000 tonnes of food and drink is wasted each year, of which 370,000 tonnes - or £1.1 billion - is avoidable.

From the start of 2016, Sainsbury’s will partner with the selected town, investing £1 million to trial some of the best ideas from around the globe to uncover the most effective ways to reduce food waste and save people money.  The final ideas will be chosen specifically for the winning town, but could include:

·              Fridge innovations for the home to track when food is beginning to go off

·              Talking bins that give tips as rubbish is put in them

·              Reward programmes to encourage recycling

·              New packaging to keep products fresher for longer

·              Educational programmes for local schools and community centres

Additionally, Sainsbury’s will work closely with the local authority and key community groups within the successful town to crowd-source new suggestions on how food waste could be reduced. 

This year-long trial is phase one of a five year commitment and £10 million investment from Sainsbury’s to help reduce waste across the country.

Findings and recommendations from this trial phase in year one will be developed into a blueprint and made public in year two so that communities across the country can benefit from the results. 

The final phases of Sainsbury’s Waste Less, Save More campaign will be focused on supporting the changes that need to be made to ensure a long-term difference and measurement of the activity and looking at opportunities to reduce other kinds of household waste.

Sainsbury’s CEO, Mike Coupe, said: “We know that waste – and particularly food waste – is a big challenge for households across the UK and it’s something our customers really care about.

“Investing significantly in this area clearly demonstrates the scale of our ambition over the next five years and shows just how committed we are to helping our customers make a real difference in this area. We’re confident that the project, which will start with trialling and testing in one UK town, will result in positive change for many more.”

Dr Richard Swannell, Director Sustainable Food Systems WRAP, added: "This is a great initiative by Sainsbury’s to help people reduce food waste at home. We know through our Love Food Hate Waste and Courtauld Commitment work that innovation and collaboration can significantly help reduce waste, delivering much needed cost and environmental savings. 

“We look forward to working closely with Sainsbury’s throughout the project to share our experience and expertise to make a real difference locally and nationally.”

The closing date for applications is 2359hrs on Friday 30 October 2015 and the winner will be notified by 1 December 2015.

The town must have a population of between 15,000 and 300,000 and have a Sainsbury’s store within a five mile radius. The town must also demonstrate a strong sense of community and be keen and willing to work together to tackle food waste.

Individuals or community groups that would like to nominate their town to work with Sainsbury’s and benefit from £1 million investment as part of its Waste Less, Save More project can find out more at www.j-sainsbury.co.uk/wasteless. The winning town will be announced on 1 December 2015.