Love Food Hate Waste roadshow comes to Birmingham

By on 22/07/2014 in Cllr Cotton, News

WRAP’s Love Food Hate Waste  'Liquid Greens Machine' will be coming to Birmingham's iconic Victoria Square on Thursday (24 July), serving up healthy fruit and vegetable smoothies  from 8am to 2pm using ingredients that  are commonly wasted in the home.

This event, which is the first on the 'Love Food Hate Waste 10 Cities' tour, is in partnership with Central England Co-operative and Birmingham City Council to help us all to #DoOneThingDifferently.

Supporting the event will be Councillor John Cotton, the city council’s Cabinet Member for Health and Wellbeing; Maria Lee, President, Central England Co-Operative, and David Colcombe, Chef Director at Opus and Café Opus at Ikon and Honorary Fellow of University College Birmingham.  They will be in Victoria Square between 11am and 12 noon.

In June, WRAP's Love Food Hate Waste campaign announced that Birmingham is one of the chosen '10 cities' across the whole of the UK to focus on fighting food waste in 2014-16 helping the people of Birmingham 'do one thing differently' – changing our kitchen habits and showing it’s possible for us all to make a difference and prevent our food from becoming waste.

Emma Marsh, Head of Love Food Hate Waste said: “We all have our own reasons for why food gets thrown away at home, so there isn’t a one size fits all solution. We want to be able to get people to look at the huge volume of food and drink that’s ending up in the bin and consider the one thing they might do differently to make sure that food gets tasted, not wasted.

“From storing fresh fruit in the fridge to using the freezer better, to downloading our free app to using the portion calculator, just doing one of these things can help everyone to waste less, save money, and help the environment. Retailers and brands also have an important role to play in making it easier for us to avoid throwing food away and I'm delighted that Central England Co-operative have committed to working with us over the next two years in Birmingham to make this a reality.”

“The Liquid Greens Machine is just one example of a creative way for people to experiment with the good food and drink they buy and try making something delicious and different as well as kicking off our exciting campaign in Birmingham.”

Councillor John Cotton, Cabinet Member for Health and Wellbeing for Birmingham City Council, said: “The average Birmingham family could save up to £60 a month just by being more aware of what food they are buying and throwing away.

“We are often too quick to throw out fresh food rather than look at creative ways of using leftovers in meals - and this may be why people struggle to eat the recommended five portions of fruit and veg a day. Recent analysis revealed more than a third of all waste disposed of across the city's households was food, yet 65 percent of people don't believe they throw any food away.

“The council is a great supporter of WRAP's Love Food Hate Waste campaign, and we are extremely proud to be involved in this latest initiative which aims to educate people about how to make the most out of their food.”

Maryann Denfhy, Corporate Responsibility Manager, Central England Cooperative said:  “We are delighted to have been chosen as the retail partner for WRAP's '10 Cities' campaign in Birmingham, the UK's second largest city.  By working in partnership with other local organisations and using our strong community links our aim is to have a positive impact on the attitudes and behaviour of local people when it comes to reducing food and drink waste in line with Courtauld 3's target of a 5 per cent reduction in household food and drink waste levels by 2015.

“The '10 Cities' campaign's  wider focus on healthy eating and its potential to alleviate food poverty are also particularly key for our Society since these are two issues which we are already looking at addressing as part of our Corporate Responsibility strategy.”

Further planned initiatives by Central England Co-operative include having a Love Food Hate Waste focused month in 2015 and 2016; teaching cooking and kitchen skills to vulnerable and disadvantaged communities within the Central England area and working with employees to promote Love Food Hate Waste messages so they can be Brand Ambassadors and share knowledge with colleagues.

As part of this initiative, WRAP has enlisted expert help from several top chefs to prepare mouth-watering ways to use leftover food. David Colcombe, chef director at Opus at Cornwall Street and Café Opus at Ikon, who is supporting Love Food Hate Waste, said: “As a child in a Birmingham family, my mother was out at work a lot of the time. That’s how I first got in to cooking, by using what she had left in the fridge and ensuring nothing was thrown out. Now, in 2014, our lives have changed, but finances and sell by dates mean we still have to be innovative with our meals.

“People often forget how easy it can be to create a dish using what you have left in the fridge. Take a look before you leave for work in the morning and plan your evening meal around what is approaching the end of its shelf life. You might need to add to that, but it saves you wasting perfectly good ingredients and spending needlessly at the supermarket trying to build a meal from scratch”


For more information contact:  Lesley Wilde M: 07920 707 000 or  E:

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