UK supermarket Sainsbury’s has dropped an ambitious goal to cut customer household food waste by 50 per cent.
The percentage target for the trial in Sainsbury’s Swadlincote, a town of 30,000 in the East Midlands, has been abandoned by the supermarket after a year on grounds that “it was more difficult than expected to achieve behavioural change” reports The Guardian.
Sainsbury’s, the UK’s second largest supermarket, produced a range of interventions for householders to test in its Waste Less, Save more pilot. These included food-sharing apps and smart fridges.
Despite the scaling back of ambition, Sainsbury’s told Business Green it “remains absolutely committed to helping our customers save money through food waste” and has invested another £1m to roll out a related food waste campaign across the UK.
The 50 per cent target had aligned with the UN Sustainable Development Goal of halving food waste at a retail and consumer level by 2030.