Together with Unilever and with support from WRAP, we've launched a new Joint Ambition for a Zero Food Waste Britain. Our aim is to create a dynamic and broad coalition of organisations committed to helping households better understand the value of food and reduce food waste in the UK.

The Joint Ambition already has the backing of over 20 organisations (scroll down for a full list). It was developed following extensive consultation with 240 businesses from across the food industry and builds on public polling of over 2000 households across the UK.

The Joint Ambition contains five core principles

  1. Collaboration between organisations from all sectors is essential to reducing household food waste.
  2. Communication should demonstrate the value of food ensuring as much as possible is eaten.
  3. Awareness needs to be built on the wider environmental, social and financial impact of food.
  4. Skills and knowledge need to be built so that people get maximum value from food.
  5. Consistency is needed for food waste collection systems across the UK

We aim to bring together a dynamic range of organisations to support these principles and help run campaigns that engage new audiences with fresh messaging. Our first campaign addresses summer food waste and aims to encourage holiday-goers to either freeze, gift or cook their leftover food.

Subsequent campaigns will look to involve an ever growing number of organisations eager to help households cut food bills. Join us in this unique coalition of organisations – to find out more or to dive right in and join, contact us at [email protected].



Unilever is one of the UK’s leading suppliers of Food, Home and Personal Care products with 40 UK brands spanning 14 categories. Our products are present in 98% of homes in the UK and are used by over 2 billion people globally on a daily basis. At Unilever our purpose is to make sustainable living commonplace. Framing this ambition is the Unilever Sustainable Living Plan which will help us to double the size of our business while reducing our environmental footprint and increasing positive soial impact. As part of our Plan one of our commitments is to halve the waste associated with the disposal of our products by 2020. To achieve this we are not only developing new technologies to minimise our waste across our supply chain, but also encouraging consumers to recycle and live more sustainably.


WRAP works in partnership with governments, businesses, trade bodies, local authorities, communities and individuals to deliver practical solutions to improve resource efficiency. WRAP’s Courtauld Commitment 2025 is an ambitious voluntary agreement that brings together organisations across the food system to make food and drink production and consumption more sustainable – including tackling food waste. WRAP also works with partners to increase recycling, and leads the consumer campaigns RecycleNow and Love Food Hate Waste to help individuals make changes.


The following organisations have pledged their support to the Joint Ambition for a Zero Food Waste Britain:

Edinburgh International Conference Centre
Food Packaging Association
Forum for the Future
Gloucestershire County Council
Green Alliance 
Hampshire County Council
Link2Energy Ltd
Pret A Manger
Somerset Waste Partnership (SWP)
Sustainable Restaurant Association
The Packaging Federation
Tom Hunt
Winnow Solutions

Download a full list of supporters with information on what they are doing to demonstrate their commitment.

Become a supporter

Join us in this unique coalition of organisations – to find out more or to dive right in and join, contact us at [email protected].