A generation gap in attitudes towards cooking and eating is helping to fuel the UK’s food waste mountain, research reveals, driven by time-poor millennials who do not understand the value of the food on their plate.
In contrast to savvy older consumers familiar with post-war rationing, the study suggests, those aged 18 to 34 are preoccupied by the visual presentation of food to photograph and share on social media while failing to plan meals, buying too much and then throwing it away.
Wait, aren’t we always told these same millenials are too poor to get on the housing ladder? Maybe this is the reason, not the exorbitant cost of property.
…the government’s waste advisory body, Wrap, calculates that a typical family wastes £700 of food a year.
Tim Worstall’s already fisked this one to death.
When it comes to throwing away leftovers, 18- to 34-year-olds are the most likely culprits, with 17% of them leaving leftovers three or more times a week.
Then they are idiots. Leftovers (real ones) often make better meals than the first time around – cottage pie, lamb stew, chicken curry…
But not to worry, anyway. This is just a cleverly designed marketing scheme:
The findings are part of Sainsbury’s £10m “waste less, save more” scheme to help households save money by cutting food waste.
It is awaiting the results of a year-long trial in the Derbyshire market town of Swadlincote, which was chosen as a testbed for reducing household food waste.
Do they even have Internet access there, never mind Instagram?