iFreeze

There is less certainty today in the world in which we live. Climate change, economic insecurity, resource scarcity, and more, threaten the relative comfort of life in the developed world, as we know it. Previously abundant resources are under pressure through biodiversity loss; additionally, a growing global population is placing greater demands on food systems and land use than ever before. Nevertheless, there is cause for optimism: we are the most connected generation in history and, together, we can act to change the economic dynamic of take-use-lose, to one that has restorative principles at its core.

It is estimated that this year the EU will waste 89 million tonnes of food. Alarmingly, if we do nothing, this could increase to a staggering 126 million tonnes by 2020. We need to help reverse this trend, beginning with better utilization of our food, water and energy resources today.

iFreeze is a new initiative being incubated by Findus, as part of the Iglo Food Group Ltd. The goal of iFreeze is to reduce the amount of food wasted in households across the EU. Today 42% of all food waste comes from our homes, largely from fresh food we do not use before it perishes. The freezer offers an underutilized storage method to preserve fresh food for longer so that we use more, and bin less. Eating frozen food has been proven to reduce household food waste by 47%, allowing for up to 213€ saving per family per year*.

iFreeze wants to encourage freezing food and the purchase and use of frozen food as a positive method of food preservation, forgotten by the current "disposable" generation. Like any behaviour change campaign, it cannot be a short-term message. In Italy, iFreeze wishes to collaborate with the Milan Protocol initiative and work with a wide range of partners to raise awareness of the food security issue across Europe and promote freezing as one solution to help us all reduce food waste.


*"Using consumer surveys to determine food sustainability", British Food Journal Vol. 116 No. 7, 2014 pp. 1194-1204
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