The average adult bins food worth £405 a year – £21 BILLION 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, with 28 per cent admitting they do so on a weekly basis.
Nearly three in 10 (29 per cent) blamed 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 4.5 metre high fridge on London’s Southbank, filled with the most commonly wasted food items, where Martyn will be creating recipes using them.
Resourceful with food
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 Rutherford 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.
“We all need to think more carefully about the food we buy.
“When we’re shopping, taking time to think about what we really