It will also work with organisations such as Costa Coffee owner Whitbread and distribution partners such as Brakes, to develop messages to “effectively influence” and support consumers in reducing food and drink waste out of home.
WRAP estimates that the cost of avoidable food waste reached £724m in 2009, when UK pubs, restaurants, takeaways and hotels produced around 3.4 million tonnes of waste, of which 1.5 million tonnes went to landfill.
It is working towards a voluntary agreement with the hospitality and food services industries to tackle out of home waste, due to come into effect in the spring. The focus on out of home waste follows a significant effort alongside the grocery sector to reduce packaging and food waste from homes.
Previously, WRAP brokered the voluntary Courtauld Commitment between 53 major retailers and brand owners to reduce packaging, household and supply chain waste, and has pushed the reduction of plastic bags in the retail trade.
WRAP is trying to appoint a market research consultant to identify consumer behaviours, barriers to and opportunities for food and drink waste prevention by the end of January.
The organisation will then carry out qualitative and qualitative research into how to target key age groups and social-economic groups including “pro-environmental” people and make recommendations for potential consumer messages.
As a not for profit organisation, Wrap cannot launch its own campaign but will work with partner brands to deliver such messages through their marketing and commutations channels such as PR, social media and advertising.