One initiative that aims to influence longer term consumption habits is the campaign #UglyIsTheNewGood by Electrolux Singapore. Close to half (!) of food produce does not make it from the farm to the grocery store and on to people’s plates, in part due to imperfections. So enormous quantities of fruit and vegetables go to waste, simply because they do not fit the food industry’s strict ‘beauty standards’. #UglyIsTheNewGood encourages people to eat ‘ugly’ food to help reduce food waste. Also, the website happyplate.sg offers ideas on how to use ugly food, with a range of delicious and nutritious recipes created by Eric Low, a well-known Singaporean/local chef.
#UglyIsTheNewGood is part of a broader Asia Pacific program, with initiatives so far in Singapore, Thailand, Malaysia and Vietnam. The programs all combine raising awareness on food waste amongst consumers with food donations to families and children in need, through collaborations with food banks and other not-for-profit organizations. Since the program’s inception in late 2015, it has achieved the following:
The challenges to do with food are daunting to say the least, which is precisely why more of us need to come up with even better solutions and put them into action. Electrolux is committed to doing their part:
“We have had a global approach to the impact of our operations and products for many years. Now, we are widening the scope of sustainability to address our role in society in a more focused way,” says Samuelsson.
In 2016, the Electrolux Food Foundation reviewed several long-term employee projects to be funded in the next few years.
This case study is related to our promise Be a force for good