IN ASSOCIATION WITH
AD 2010: POWERING THE WAY FORWARD
less food waste than before the scheme’s communications and an investment to embed ‘shock’ stories will help keep the reasons
introduction. Over 80% of residents were the communications message throughout the behind the scheme live and remind everyone
satisfied with the kitchen caddy and bin life of the scheme. of the benefits of their participation.
provided, and had experienced no problems The service also needs to be performing The public’s relationship with food and
with the scheme during the 12 month trial. well; food waste can often be a ‘difficult sell’ waste is very complex and people generally
Food waste levels decreased in the and if the performance of the service isn’t up fail to recognise that they waste food.
residual waste stream by 36% (down from to scratch, with missed collections and boxes However, the introduction of food waste
2.73 kg/hh/wk to 1.74 kg/hh/wk), with the not being completely emptied, people can schemes does raise awareness of this
biggest reduction identified for fruit and be quickly put off. So effort must be made to problem and people do respond not only
vegetables. ensure the service quality levels remain high by participating, but by also changing their
Much of the success of this trial is the during the first year or two to help ensure that habits and not always going for the ‘buy one
result of having a focused and dedicated householder habits are formed. get one free’ specials.
communications campaign linked to the The message used must be simple, Despite earning the displeasure of some
scheme’s roll out, and strong political support and should draw on the WRAP food waste elements of the national press, ‘slop buckets’
which recognised that the early months may campaign, highlighting how wasteful our will undoubtedly become a common feature
see some problems with public reticence and consumer habits can be and how harmful in our everyday lives in the very near future.
contamination – all of which were overcome (in environmental terms) our current landfill People accept them and new recruits will
by the communications programme that was practices are. learn to value them too, as long as a sensible
put in place. Clearly, with climate change on most campaign is designed which helps explain
people’s agendas, and with increasing media the context, gives clear instructions on how
‘
80% of residents
attention, any message about participating in to participate and provides feedback on what
a food waste scheme to help prevent global has been achieved.
warming should be favourably received. The The public will always respond well to
were satisfied
messaging should be made easier for those a pat on the back, and political support for
authorities who are intending on sending their well designed schemes with appropriate
with the
food waste to an AD facility. With residents communication campaigns will be rewarded.
seeing their domestic energy bills increasing However, with many new collection
each year, knowing that participating will schemes coming on line the next hurdle we
kitchen caddy
will face is getting planning permission for the
AD facilities needed to process the materials
and that will require an entirely different
As with any scheme, understanding
’
generate electricity can be a strong incentive.
Good communications should both
localise and personalise this benefit so that
residents can equate a caddy of food waste communications approach.
RWW

what’s happening on the ground is critical collected to the electricity required to make
for improving services and ensuring value for X cups of tea, or to power X houses in the
About AEA
money. Measuring participation and following local area.
up with attitudinal surveys and door-stepping In our experiences the introduction of food AEA IS a specialist in the field of climate
campaigns can help authorities understand waste schemes need not be difficult, if the change and energy consultancy -
what the real and perceived issues are and campaign message has been thought about operating in the UK, Europe, the US and
allow them to address them head-on through and the delivery mechanism is appropriate China. It also supplies advisory services to
targeted campaigns. It may seem labour to getting the message across. Recent food the UK government and works extensively
intensive, but getting an accurate baseline waste service roll-outs have proved that with the EU and major private sector
will enable authorities to target their service well conceived and appropriately funded organisations. With expertise in air quality
related budget more effectively and save campaigns will ensure a smooth transition. and climate change, carbon management,
money in the long run. But the communicating should not stop resource efficiency and the environmental
More than with any other recycling service, once the scheme has become embedded. impacts of transport, AEA provides a
local authorities need to get the roll out of Regular updates, campaign messaging and range of technical services to its public
a food waste collection scheme right first and private sector clients.
time. There needs to be a commitment to
Recycling
& WASTE WORLD www.recyclingwasteworld.co.uk March 11 2010 9
008-09 LOCAL AUTHORITY.indd 98-09 LOCAL AUTHORITY.indd 9 88/3/10 17:58:51/3/10 17:58:51
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