World Menu Report Global Research Findings 2011
Sustainable Kitchens: Reducing Food Waste
World Menu Report
Sustainable Kitchens: Reducing Food Waste Foreword by sustainability expert Jonathan Porritt, founder of Forum for the Future A focus on waste minimisation has become commonplace in many sectors of the economy over the last decade. “Where there’s muck, there’s brass” may be a bit of a cliché, but wherever entrepreneurs have been able to make good money out of somebody else’s (or their own) waste, market forces tend to get the job done – albeit in very different ways – all around the world. Interestingly, however, there’s been rather less focus on food waste. It’s been known for decades, for example, that significant volumes of food crops grown in developing countries never get converted into useful food products – but there’s been very little assistance available to these countries to help them get on top of this critical challenge. And it’s only in the last few years that food waste in the Western world has really begun to grab people’s attention. I know from my own experience how shocked people in the UK were to discover that up to a third of all purchased food ends up being thrown away before being eaten. It’s not just in our homes that this kind of wastefulness has become endemic. As this revealing Report demonstrates, there’s a huge amount of food wasted in professional kitchens, both in the way food is ordered and prepared and in terms of what’s left on customers’ plates.
World Menu Report Global Research Findings 2011
The research behind the World Menu Report shows just how concerned people are about this kind of “misuse of the Earth’s natural wealth” – and nearly half of those interviewed believed that governments should somehow sort it out. The truth of it is that’s just not going to happen. Which makes it all the more important that Unilever Food Solutions is stepping up to the plate with its “United Against Waste” global campaign. It is only leadership of this kind which can break these “circles of blame” – where’s there’s always someone else to pass off responsibility onto. With support of this kind (and encouragement from those of us who benefit so much from the produce of professional kitchens), there’s no reason why the food industry the world over shouldn’t take the lead in this global call to wise up on waste.
The first World Menu Report, launched in January 2011, highlighted a key global consumer issue - the overwhelming need for the provision of more information about food when eating out of home. This second report looks at an equally important consumer concern: the sustainability of out-of-home dining.
This concern centres around the sustainable practices of restaurants and canteens with particular emphasis on food waste. Globally, consumers have made it clear they care about food waste when eating out of home. Nearly 80% of those surveyed (eight out of 10 people) in Western countries expressed concern about professional food waste and 87% of respondents in developing countries echoed this opinion. A further 66% of people in the West said that knowing the way in which food waste is disposed of is important to them, and 70% of those questioned in non-Western regions said that they would pay more to eat in places that are implementing environmentallyfriendly food waste disposal methods. The insights from the World Menu Report show that consumers believe this is an issue that needs to be addressed – by businesses themselves or the government. Consumers wish to know the story behind their food – where it has come from and, ultimately, where it ends up. As we all become more aware of our impact on the world, taking steps towards minimising the food we are wasting is emerging as a key concern for people internationally, both in and out of the home. According to UNEP, over half the food produced in the world today is lost, wasted or discarded as a result of inefficiencies in the human-managed food chain i.e. restaurants and food retailers1. This is clearly illustrated in a recent study by the National Restaurant Association (NRA), in which it was revealed that in the UK restaurant industry 65% of food waste occurs at preparation stage compared to just 30% left on consumers’ plates2. The overall findings from this Report demonstrate strongly that food waste in professional kitchens must be reduced to meet consumer needs and, essentially, enable businesses to keep their guests satisfied. Unilever Food Solutions intends to bring these concerns to the table and, by working together as an industry and with partners, find an effective, collaborative answer to the issue of professional food waste.
NEP, The Environmental Food Crisis http://www.grida.no/ U publications/rr/food-crisis/ebook.aspx 2 National Restaurant Association US http://www.p2pays.org/ ref/03/02790.pdf 1
International comparisons 1
Globally, 84% of respondents stated that they are concerned with the amount of food that is thrown away every day in out-of-home dining establishments. The concern appears to be even higher in China, Brazil and Turkey.
“ Sustainability yields lower costs, higher quality foods and less waste.”
“ We would choose a place to eat based on its sustainable practices because we are concerned with the elimination of waste
(USA)
“ People really care about food waste, but I was astonished to see just how much they care about food waste when they are eating out. That’s a real wake-up call for professional kitchens all over the world”
(Brazil)
Jonathan Porritt, Founder Director, Forum for the Future
How important is it that ‘places to eat’ use the following sustainable practices?
Figure 1: People globally are concerned with the amount of food waste in professional kitchens
100 96
90 80 % of respondents
Executive Summary
92
91 82
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Reducing the amount of food that is thrown away every day
World Menu Report Global Research Findings 2011
“ Environmental protection is important for everyone.”
“ Protecting the environment is important.”
(Germany)
(Russia)
“ The environmental problem is already so serious that we can no longer avoid it.”
“ We should try to reduce the harmful effects on the environment.”
(China)
(Turkey)
“ Acknowledging consumer needs is at the heart of the foodservice provider role. It is our responsibility as an industry to adapt and respond to consumers’ requirements, and in turn ensure that our professional skills meet and exceed these expectations. Globally, consumers are becoming more aware of sustainability and food waste when eating out. As a result, the foodservice industry must continue to play a leading role in improving sustainability practices.”
“Addressing consumer concerns about food waste is beneficial for the food service industry in two ways. On the one hand it helps increase consumer appreciation of our industry in general. On the other, by reducing food waste operators reduce costs and increase efficiency in the kitchen.”
3
Nicki Crayfourd, Director of Health, Safety and Environment, Compass Group PLC
How important is it that ‘places to eat’ use the following sustainable practices?
100 94
“ We all would like to encourage restaurants to use sustainable practices.” (USA)
(UK)
“ A concern for me when eating out is the use of sustainable practices, the elimination of waste and protecting the environment.” (Brazil)
Gissur Gudmundsson, World Association of Chef Societies (WACS) President
“It is my view that, as chefs, being more sustainable in our cooking practises is now a necessity and firmly lies within the professional chef ethos. If you consider implementing more efficient cooking methods, this is one action which provides two benefits. The action is taking a conscious approach to cooking efficiently, which will benefit the chef by firstly reducing food and energy waste, and secondly it offers financial gain by reducing labour and energy costs as well as minimising waste charges.” Kees van Erp, UFS Global Lead Chef
83 80
Please tell us how much you agree with the following statement:
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Disposing food waste in an environmentally-friendly way
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I would pay more for meals in places that are implementing food waste/ disposal schemes to limit food waste and adverse environmental impact World Menu Report Global Research Findings 2011
“ We would choose a restaurant employing sustainable practices because we care about the environment and our impact on it”
“ The training and influence of professional chefs, coupled with the high volumes of product they utilise, result in the ability to make a significant positive impact in reducing waste and promoting sustainability worldwide.”
95
% of respondents
% of respondents
80
96
(China)
A higher proportion of people (70%) across developing markets are prepared to pay more for meals in places that are implementing environmentally-friendly food waste disposal schemes than in Western countries (46%).
Figure 2 People are also concerned with the environmentally-friendly disposal of food waste
90
“ Environmentally friendly practices also benefit our health.”
Sergio Perelman Global Director Packaging & Sustainability
U
2
A second key concern for respondents globally is the environmentallyfriendly disposal of food waste. Again this appears to be generally higher across developing markets.
Figure 3 More people in non-Western countries would be prepared to pay more for meals in places that are employing environmentally-friendly food waste disposal schemes
4
5
A much higher percentage of people (89%) across China, Brazil, Russia and Turkey agreed that there should be more visibility about the sustainable practices of places to eat than in developed markets (66%).
Internationally, people feel that it is the responsibility of the government to ensure transparency around the sustainable practices employed by dining establishments.
100 93
90
93
93
84
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78
Do you feel that there should be more transparency about what is in your meal, and how it was sourced and produced?
(Turkey)
70 60
64
61
“ Food is an integral part of life. Chefs are at the forefront of food service, including shaping trends adopted by cooks at home. It is our professional obligation to implement socially responsible practices and continually be involved in actions that educate and promote environmentallysound policies.”
58
50 40
Figure 4 A higher percentage of consumers in developing markets believe that there should be more information available about the sustainable practices in dining establishments
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“ Somebody should stop the direction this world is going, or else we’ll consume the whole world”
There should be more transparency about the sustainable practices of places to eat
“ It will be better if the source of the food is known” (China)
“ You know how the produce was grown, and you have more trust because of it” (Russia)
“ If I had a clear choice, I would choose a restaurant with sustainable practices.” (UK)
“ Today’s customers, like chefs, are concerned about the environment. When Chefs demonstrate their commitment to environmentally conscious and sustainable practices, the customer is assured their desire to reduce their environmental impact is met.”
Gissur Gudmundsson, World Association of Chef Societies (WACS) President
Who should take responsibility for ensuring that there is more transparency about the sustainable practices of places to eat?
% of respondents
“ We don’t want to live on a rubbish dump.”
0 20 40 60 80 100
33
(Poland)
42 36
“All players in the food service value chain should increase transparency in relation to the sustainability of their supplies and practices, communicating to Guests the actions they are taking to improve them. In Unilever Food Solutions we take this seriously. Our ambition is to halve the environmental impact of our products and source 100% of our agricultural raw materials sustainably by 2020. We will deliver on these ambitious targets through a series of small actions that are bound to make a big difference.”
RESTAURANT & CANTEEN OPERATORS
22 23 23 22 33
40 33 29 64
GOVERNMENT
53 55 62 41 21 13 16 10
FOODSERVICE SUPPLIERS
11 8 4 13
Sergio Perelman Global Director Packaging & Sustainability
3 9 11 CONSUMERS
3 6 5 5
Gissur Gudmundsson, World Association of Chef Societies (WACS) President
UK USA GERMANY CHINA BRAZIL RUSSIA TURKEY POLAND
3
3 3 8 NON-GOVERNMENTAL ORGANISATIONS
1 7 9 6 9
World Menu Report Global Research Findings 2011
Figure 5: Globally people believe it is the responsibility of the government to ensure transparency around the sustainable practices of places to eat out
Conclusion Unilever Food Solutions’ second World Menu Report highlights the growing global concern with food waste when eating out-of-home. This appears to be true across all countries although, with the exception of Russia, the concern emerges as highest in the developing markets. From a consumer perspective, this concern stems from a desire to reduce the impact that food waste has on the environment. By minimisng our food waste both in and out of home we will be going some small way towards lessening our global carbon footprint. As well as being an environmental issue, there are clear benefits for the industry itself: reduced food waste means a reduction in disposal costs, increased kitchen efficiency and, ultimately, a reduction in the foodservice’s carbon footprint. Small, incremental steps can result in big differences. Better stock management, menu flexibility, portion sizes, seasonal awareness and many other elements involved in the journey from farm to fork feed into this problem and need to be tackled. Consumers also expressed a belief that it is the responsibility of the government to ensure sustainable practices in restaurants and canteens. However, Unilever Food Solutions wants to take a significant and ambitious first step towards galavanising the industry to tackle the problem proactively. As a company Unilever has already taken steps towards reducing waste and improving sustainability practises, through our Sustainable Living Plan. We want to make it clear to both our customers and consumers that we are committed to helping to address the issue of professional food waste and are actively working with the industry to bring these goals into fruition.
Unilever Food Solutions intends to continue to work collaboratively with food industry colleagues and external partners to help address this consumer concern by encouraging “United Against Waste” coalitions across the world. The coalitions, which will be established in 74 countries, will consist of a group of local industry experts; working together to tackle food waste. Uniting partners and consumers to ‘wise up on waste’, these coalitions will work together to find effective solutions to reducing food waste across the globe. As well as encouraging the formation of coalitions Unilever Food Solutions will be launching a new Your Kitchen service called ‘Work Smart Wise Up on Waste’ in 2011. Wise Up on Waste service will benefit the industry by helping to reduce waste and increase bottom line; encourage industry responsibility and in turn attract new guests by telling the waste story; and increase kitchen efficiency. In the long term, consumers will feel good about eating out of home in environmentally responsible establishments. Actions speak louder than words. We want to work together with the food service industry and influential partners to help food providers reduce their food waste, in turn assuring consumers that together we are united against waste.
The World Menu Report This is the second Unilever Food Solutions World Menu Report to be published in 2011 and is a definitive snapshot of out of home eating, polling consumers across the globe to compare and contrast changing tastes and market behaviours in today’s food industry.
About the survey The Unilever Food Solutions World Menu Report is released bi-annually to measure people’s attitudes and behaviours to eating out. A definitive snapshot of global eating out of home, the survey is conducted by interviewing a sample of people who eat out regularly from eight countries across the globe: USA, UK, China, Germany, Russia, Brazil, Poland and Turkey.
Methodology Unilever Food Solution’s World Menu Report was conducted by BrainJuicer® in partnership with salt PR. The bi-annual research was conducted by interviewing a representative sample of people - from eight countries representing both the developed and developing world: USA, UK, China, Germany, Russia, Brazil, Poland and Turkey. 3,500 people (500 from each of the seven countries) who eat out at least once a week were questioned. The cities surveyed in each country for this research are classified as ‘tier 1’ (the biggest city) and ‘tier 2’ (slightly smaller city). The research was conducted using BrainJuicer®’s signature quali-quant tools like MindReader®, a patented approach for asking open-ended questions to deliver richer, deeper diagnostics in quantitative research and FaceTrace®, a unique and award-winning approach to measuring emotions.
World Menu Report Global Research Findings 2011
Unilever Food Solutions Who We Are At Unilever Food Solutions, we help chefs and caterers of all sizes to simplify what goes in the kitchen – without compromising on flavour or flair. Our ingredients are some of the staples of professional kitchens in 74 countries around the world: Knorr, Hellman’s, Lipton and more. We’ve been in food since the 1880s. We’re chefs ourselves. So we understand that critical balance between impressing your guests and making a profit. And how to keep your menus and recipes fresh and exciting, as times and tastes change.
About Forum for the Future Forum for the Future is a nonprofit organisation working globally with business and government to create a sustainable future. It aims to transform the critical systems that we all depend on, such as food, energy and finance, to make them fit for the challenges of the 21st century. It has 15 years experience inspiring new thinking, building creative partnerships and developing practical innovations to change our world.
For more information contact the Unilever Food Solutions press office: ufs@saltlondon.com +44 208 870 6777