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‘Shop smart, waste less’ Christmas campaign launches – 19 Dec 2011

Food shoppers will be urged to shop smart and waste less this Christmas and New Year as a Merseyside-wide campaign gets underway this week.

The campaign, part of the Merseyside and Halton Waste Partnership’s Love Food Hate Waste drive, aims to cut the mountain of food thrown away in Merseyside homes every Christmas.

It features a 40-second ‘Twelve Days of Christmas’-style radio advert and other promotions designed to get the message out to Merseysiders as they shop for festive groceries.

Chief Executive of Merseyside Recycling and Waste Authority, Carl Beer, said: “People don’t just eat too much at Christmas, they throw away too much as well.

“This year’s campaign is about getting people to think before they buy the stuff in the first place. Our Christmas message is simple: if you are smarter when you are out shopping then you will waste less – and you’ll end up saving money as well.”

New research from WRAP (Waste and Resources Action Programme) shows that annual UK household food waste has fallen by 1.1 million tonnes (13%) over a three year period from 8.3 million tonnes to an estimated 7.2 million tonnes – around a fifth of all food purchased.

The reduction in food waste – which is enough to fill Wembley Stadium to the brim – is attributed to rising food prices, reduced disposable incomes and efforts of the national Love Food Hate Waste initiative, which is supported by the Merseyside and Halton Waste Partnership, as well as other Local Authorities around the country. The average family of four could save £50 a month by making just a few small lifestyle changes, such as making a shopping list and freezing leftovers.

Chairperson of MRWA, Councillor Joe DeAsha, said:
“We’re slowly changing our behaviour but there’s still a very long way to go before we can say that we’re all doing everything we can to avoid wasting food.”


Note to Editors

Merseyside Recycling and Waste Authority (formerly Merseyside Waste Disposal Authority) is a statutory authority established in 1986, following the abolition of Merseyside County Council, to undertake the household waste disposal functions for local authorities across Merseyside – Knowsley, Liverpool, Sefton, St Helens and Wirral. MRWA takes a lead in advocating recycling, waste minimisation and the safe and effective disposal of household waste for Merseyside’s residents.

The Love Food Hate Waste radio campaign will feature on Radio City, Magic AM and City Talk and begins on 21st December. The advert is available to hear on The script is below.

The Merseyside and Halton Waste Partnership is made up of MRWA, plus the District Councils of Halton, Knowsley, Liverpool, Sefton, St Helens and Wirral.

Media enquiries:

John Lally, 0151 255 2568,  

Love Food Hate Waste advert script –

After 12 days of Christmas you could throw away…
12 sprouts-a-smelling
11 prawns-a-ponging
10 eggs-a-spoiling
9 balls of stuffing
8 loaves a moulding
7 parsnips rotting
6 quiches wasting
5 mince pies
4 sausage rolls
3 profiteroles
2 clementines…
And a mountain of wasted turkey!

You are what you eat… So this Christmas, love food hate waste.
Write a list; use your freezer, and don’t buy food that’ll just go in the bin!
Shop smart, waste less and you could save up to £50 a month.