Malaysia’s #myhappyplate is raising awareness among a younger generation of consumers about using leftovers. Project activities include consumer engagement by collecting pledges from the public and converting them to food bundle donations for underprivileged families.
A digital cookbook #CookForABetterFuture consisting of healthy leftover recipes is being developed and distributed. Also by partnering with AIESEC in Malaysia, Electrolux will support 10 international volunteers who will hold food waste educational workshops in eight high schools/universities in the Klang Valley region.
Societal value
Throwing away leftovers even after freezing them is a common practice among Malaysian families. Every day 15,000 tons of food are wasted in Malaysia; this waste contributes to greenhouse emissions and climate change. 2017 marked a turning point for the #myhappyplate campaign with a shift of target audience toward the younger generation. By partnering with schools and AIESEC through various online and offline activities, Electrolux Malaysia hopes to penetrate and impact the younger segment of the community.
Achievements
The #myhappyplate social initiative was first launched in 2016 to address the growing issue of food waste among consumers in Malaysia. On October 3, 2017, the second wave of this initiative was launched.
Numbers for 2016:
- 13,000 likes
- 386,700 reach
- 1,000 food bundles
Next steps
- Achieve at least 1,100 shares and distribute 1,100 #myhappyplate food bundles.
- Compile a digital cookbook, #CookForABetterFuture, which will be released early 2018.
