In high-income countries, food waste at the consumption level amounts to roughly 79 kilograms per person per year on average. In the UK, 70% of all the food that is wasted is wasted by citizens in their own homes: 4.5 million tonnes of food that could have been eaten, thrown away every year. 

To raise awareness for the issue and to provide citizens with tools to reduce their own food waste, multiple local authorities in the UK have run ‘Love Food, Hate Waste’ campaigns—a tried and tested citizen-facing campaign model developed by WRAP. Love Food, Hate Waste provides municipalities with resources and guidance on how to run citizen-facing communications about food waste prevention (for example, through local public relations, road shows and cookery demonstrations). Between 2007 and 2018, past campaigns have successfully helped deliver a 15% decrease in the amount of food wasted by UK households.