THE average adult bins food worth £405 a year – £21billion in total across the UK – because they feel forced into buying larger packs than they need.
A poll of 2,000 adults found 67 per cent have purchased food items well aware they will end up throwing some of it away or not even come close to using it.
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More than a quarter (28 per cent) admit they do so on a weekly basis, with 29 per cent blaming it on being ‘forced’ into buying packets or portions larger than what they need for a recipe.
And 37 per cent know they won’t use the entirety of a product before its expiry date.
It also emerged 30 per cent of parents believe they waste more food now than they ever did pre-children.
Olympic champion Greg Rutherford and mother of his three children, Susie Verrill, have partnered with sustainable chef Martyn Odell and Jacob’s, which commissioned the research, to help encourage Brits to be more resourceful with their food.
To highlight how much food households waste every year, the savoury cracker brand has created a 4.5metre-high fridge on London’s Southbank, filled with the most commonly wasted food items, where Martyn will be creating recipes using them.
It has also partnered with food waste charity, FareShare, to donate 40,000 meals over the next year to support the charity’s network of nearly 9,500 charities and community organisations across the UK.
Greg said: “While most people know me as a long jumper, my most important role is doing my best to be a champion dad.
“I hate food waste and it’s important to both Susie and I to set a good example to our kids.
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“We all need to think more carefully about the food we buy.
“When we’re shopping, taking time to think about what we really need and doing a bit of planning about how we can use everything can go a long way.
“I’m delighted to be working with Martyn, one of the most innovative food waste chefs in the country, to help more Brits understand how they can get more creative with the food in their fridges.”
The study also found bags of salad were the main culprits of foods that go off before they are eaten – followed by veg like carrots or potatoes, as well as oranges, apples and grapes.
Blueberries, cucumber and cream are also commonly thrown out having only had a fraction of the product used.
But 43 per cent of adults believe they need to be more resourceful with food now due to the cost of living and how expensive everything is getting.
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It also emerged that, for some, each item of food is a one hit wonder, with 19 per cent saying they don’t bother to eat leftovers.
And only 17 per cent will invent recipes based on food they have left over in their fridge.
The research, conducted via OnePoll, also found 47 per cent of those with children bemoan the fact kids will ask for something specific to eat – only to then change their mind.
And 28 per cent aren’t quick enough to catch food their little ones fling to the floor, meaning it’s destined straight for the food waste bin.
Following the findings, Jacob’s has also created an insightful quiz which reveals how resourceful you are when it comes to food waste.
Food waste disruptor Martyn, The Lagom Chef, said: “I’m passionate about helping people to reduce their food waste and one of the easiest ways to do this is to eat the food you buy and we want to help people do just that.
“These simple snack ideas using Jacob’s crackers have been created using the most commonly wasted food items, so as to help people use up the food they would otherwise throw away.”
Kate Stokes, from Jacob’s, added: “Using up leftovers is a great way to put food to use that otherwise might go into the bin.
“We were surprised that so many people never try to think of recipes that use up the food they already have, and even more shocked that so many say they just don’t bother eating leftovers at all.
“That’s why we’re on a mission to encourage Less Waste and More Taste and working with Greg, Susie and Martyn to champion and celebrate resourcefulness.”
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