Every year, five million tonnes of food ends up in landfill, impacting the environment and the economy. The biggest wasters are Gen Y, who buy food but often fail to plan meals, forget to cook it when life gets in the way and determine whether food is good to keep or not or whether it looks ‘perfect’.
We use reverse recipe videos in social media to highlight the usefulness and beauty of old food and solve food waste problems in Gen Y, and encourage the audiences to participate with their own videos and create a movement to save wasted food with the hashtag #ReverseKitchen.