Hotpoint has raised a total of £19,800 for FoodCycle, a charity that uses surplus food to create community meals to help fight food waste, food poverty and loneliness across the UK.
The money was raised through Hotpoint teaming up with brand ambassador, Jamie Oliver, to get the nation to take on the Eat Your Fridge Challenge – seven days of being more mindful when it comes to cooking, eating root-to-stem where possible, and committing to throwing away zero edible food waste. Consumers were encouraged to use the hashtag #EatYourFridge on social media, sharing a food waste tip, and every time the hashtag was used, Hotpoint donated the value of four meals to FoodCycle.
The Eat Your Fridge Challenge was part of the manufacturer’s ongoing Fresh Thinking for Forgotten Food campaign, which encourages consumers to make more mindful food decisions in an effort to reduce domestic food waste.
A survey commissioned by Hotpoint found that there is confusion among consumers over what parts of fruit, vegetables, meat and fish are edible. Of those questioned, over half thought that potato peelings were not fit for human consumption, along with broccoli stems (47 per cent) and stale bread (61 per cent). To help consumers take on the Eat Your Fridge Challenge, Jamie Oliver created new recipes, tips and food hacks all designed to help consumers look at food waste in a new light.
Catherine Balderson, Senior Hotpoint Brand Manager, said: “FoodCycle is dedicated to creating a society where no one is left hungry or lonely. It is our mission at Hotpoint to reduce the amount of edible food being wasted and FoodCycle shares our passion by using surplus food to create meals for communities. It has been a pleasure to contribute to such a brilliant cause, by raising money that will help the 41 community projects that span the country.”
Mary McGrath, Chief Executive of FoodCycle, added: “Our volunteers create delicious vegetarian meals from surplus food every week. They’re experts when it comes to getting the most from every ingredient and ensuring our meals are as nutritious as possible for our guests. This donation will go a long way. We are extremely grateful for their support in reducing food waste, food poverty and loneliness.”