People being encouraged to smell and taste food before they bin it
45% of adults are confused about the meaning of ‘Best Before’ labels
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Anti-food waste innovator Too Good To Go is on a mission to encourage the nation to reduce waste and bust common food myths as a survey finds that Brits could be throwing away 10% of their weekly food shop thanks to confusion over food date labels, resulting in as much as £346 worth of quality, edible food being wasted by households
27th January 2021
Too Good To Go, the anti-food waste company, has partnered with some of the UKâs leading brands to tackle date label confusion and help eliminate food waste.
The âLook, Smell, Taste, Donât Wasteâ campaign, which launched this week, already has 25 brands signed up, and Too Good To Go is looking for others to follow. The campaign will see brands switching products from âUse Byâ to âBest Beforeâ labels where appropriate, as well as giving on pack reminders to consumers to use their senses to decide whether to eat food past its Best Before.
New research conducted by Too Good To Go suggests that in the UK, 45% of adults are confused about the true meaning of âBest Beforeâ labels on food. When it comes to checking whether food is good to eat or not, over one third (39%) of people do not use their senses to make a decision about food that is past its âBest Beforeâ. This is leading to food being thrown away u
Too Good To Go, the anti-food waste company, has partnered with some of the nation’s favourite brands to tackle date label confusion and help eliminate food waste. The ‘Look, Smell, Taste, Don’t Waste’ campaign, which launched today (26 January), already has 25 brands signed up and Too Good To Go is calling on others to follow suit. The campaign will see brands switching products from 'Use By' to 'Best Before' labels where appropriate, as well
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A debate has been rekindled over the use of Best Before and Use By dates on food.
It comes as a new campaign in the UK is asking people to judge for themselves with certain foods, in an effort to reduce waste.
The British government-backed initiative urges people to Look - Smell - Taste - Don t Waste .
It will see brands switch to flexible consumption dates.
Dr Orla Cahill is a lecturer in microbiology and allergen management at TU Dublin.
She told The Hard Shoulder that there is merit in such a campaign, but really only with Best Before products.