A Taste For Waste
Jamie Oliver will attend the opening of a new café in East London in October, serving up a tasting menu of quirky dishes inspired by the most commonly wasted foods in the UK, and run by home appliance expert Hotpoint.
The pop-up café is the finale of Hotpoint’s Fresh Thinking for Forgotten Foodinitiative, which kicked off at the start of summer to get the nation wasting less food. The company’s research revealed that while wasting money is a key worry for two thirds (65 per cent) of Brits, UK households are throwing away £271.44 of edible food every year. A further 65 per cent admitted they worry about the amount of food they waste and a recent WRAP report found that British households now throw away five million tonnes of good food a year.
Every dish on the Fresh Thinking Café’s menu will be a creative twist on recipes featuring commonly wasted foods, submitted by members of the public. The tasting menu will be cooked using surplus food from local suppliers and will feature a variety of starter, main and dessert dishes based on the nation’s top 10most wasted foods, of which bread, bagged salad and fresh veg top the list.
The pop-up will operate on a Pay-As-You-Feel basis and all proceeds will be donated to the campaign’s charity partner, FoodCycle, a charity fighting food waste, food poverty and loneliness through projects up and down the country.
The café will be situated at 133 – 135 Bethnal Green Road and will be open to the public on Wednesday 10th and Thursday 11thOctober. Walk ins will be accepted but to guarantee a table, customers can book via eventbrite.
Jamie Oliver commented:
“We throw away so much perfectly good food – but with just a little bit of know-how, leftovers or half-finished packets of ingredients can all be easily transformed into really delicious dishes. As well as cutting food waste, this saves money too! I’ve been working with Hotpoint to share clever tips and ideas that make a real difference, and I’ll be sharing a couple of key recipes at the pop-up cafe.”
Jennifer Taylor, Head of Brand for Hotpoint, commented:
“Throughout the summer we’ve been on a mission to inspire the UK to get creative with the leftovers in their fridge and cupboards. People from all over the country have submitted some brilliant recipes based on the top 10 wasted foods and we’re thrilled to be serving a handful of these in our Fresh Thinking café and offering up some inspiration for how we can all think differently about the forgotten food in our kitchens.”
UK’s top 10 wasted foods:
To find out more about Hotpoint’s food waste initiative visit freshthinking.hotpoint.co.uk.
Notes to editors
Survey carried out by Kantar TNS for Whirlpool EMEA (Italy) from April 24 to May 7, 2018 in the UK (1,999 interviewed), Germany (1,000 interviewed), Russia (803 interviewed) and Italy (1,000 interviewed). Data collection method: CAWI.
About Hotpoint
Whirlpool Corporation (NYSE:WHR) is the world’s leading major home appliance company, with approximately $21 billion in annual sales, 92,000 employees and 70 manufacturing and technology research centers in 2017. The company markets Whirlpool, KitchenAid, Maytag, Consul, Brastemp, Amana, Bauknecht, Jenn-Air, Indesit, Hotpointand other major brand names in nearly every country throughout the world.
In Europe, Middle East and Africa (EMEA) it has approximately 22,000 employees, a sales presence in more than 30 countries and manufacturing sites in seven countries. Whirlpool EMEA is an operating segment of Whirlpool Corporation. Whirlpool Corp.’s EMEA Headquarters are located in Pero (MI), Italy. Additional information about the company can be found at WhirlpoolCorp.com or find us on LinkedIn, Twitter and Medium.