Electrolux looks to reduce food wastage in SEA

Leading household appliance company, Electrolux, has revealed that while Singapore is a foodie nation, the majority don’t have a food waste conscience.While 69% of respondents claimed to be passionate foodies, the majority only think about food waste occasionally (41%). The Electrolux Food Waste At Home Survey of over 1,000 Singaporeans was commissioned ahead of World Food Day 2015 (16 October) launched the Electrolux community initiative and #happyplatesg.The #happyplatesg campaign is a six-week community initiative inspired to raise awareness of food waste in Singapore. At the heart of the campaign, Electrolux is encouraging people to commit to clearing their plates at mealtimes because an empty plate creates less food waste. Electrolux will also be encouraging consumers to be food aware by being mindful of only taking food they know they will eat, exercising portion control when cooking, planning meals and making the most out of leftovers.“While kitchen confidence is on the rise, with more than 62% now making a concerted effort to eat more at home more than they used to, the volume of the nation’s food waste each month is also growing. We are excited to kick-start this regional initiative in Singapore as we all have a responsibility to be more food waste aware and to commit to making changes at home to do our part,” Kenneth Ng, Electrolux, head of major appliances APAC and executive vice president, saidElectrolux also aims to to rally the help of Singaporeans through social media to support more than 1,000 local families in need through the campaign’s beneficiary, The Food Bank Singapore. It is partnering up with several notable influencers in Singapore to get its campaign message out to the nation and #happyplatesg is also a part of the  company’s regional commitment to food waste awareness in key markets across Southeast Asia.In preparation for the campaign’s official launch on World Food Day (16 October 2015), a dedicated microsite happyplate.sg has been set up and throughout the campaign, the microsite will provide consumers with recipe inspiration, cooking tips, real-time campaign updates, words of support from influencers and advice on how to get involved.