Ariston, a brand of global home appliance company Whirlpool Corporation, has launched a new campaign to help tackle food waste and encourage better food habits in the Middle East.

The initiative titled Fresh Thinking For Forgotten Food” offers simple tricks and tips for planning ahead, shopping smarter and prepping meals. Ariston is also empowering consumers with innovative technology and cutting-edge products to help prevent or reduce food waste.

The campaign will kick off with a new advertisement followed by online and offline media platforms, providing advice, recipes and variety of simple yet effective “fresh thinking food-hacks” to improve consumers food habits at home.

Simple tips to avoid food wastage:

1.    Plan your weekly menu – but check the supplies you have at home first
2.    Draw up your shopping list – prioritize in season and local food products, read labels, experiment with less expensive cuts of meat or kinds of fish
3.    Preserve food properly – Put it on the right shelf in the fridge, in the freezer, or in the pantry
4.    Keep an eye on the quantity – Use scales and measuring cups for your ingredients, calculate portions on the basis of likely consumption
5.    Reuse leftovers – Ovens and hobs with technologies that ensure no burnt food, non-stick pots and pans, small appliances that reduce waste to a minimum
6.    Use suitable appliances – Dig out traditional recipes to make with leftovers, try making jams with over-ripe fruit, preserves in oil or vinegar using leftover vegetables
7.    Take care over waste too – Give a second chance to food that’s definitely to throw away by using a food recycler or putting it in the wet waste

Innovation can play a key role in food waste reduction. This can be through leading-edge refrigeration technology, such as Ariston Monodoor Fridge & Freezer that can extend the shelf life of fresh ingredients, or by optimally freezing foods, or by using smarter storage systems that make it easier to organize and find the foods that need your attention.

Similarly, using the Ariston new Combi microwave oven makes it easier to cook with or reheat foods and this can be key to encouraging us to look more favourably at the potential of leftovers.  

A new study has revealed that more than one trillion dollars’ worth of food goes to waste in the Middle East each year. According to the study by YouGov earlier this year, Saudi Arabia alone, accounts for an estimated economic impact of $13.3 billion per year from food waste, while in the UAE, 40 per cent of the country’s total waste is derived from food. As the region faces the largest deficit between food production and food needs of the population, Ariston is raising awareness on the challenge and promoting positive ways in which we can all make a real impact in our homes.

Across the region, a number of initiatives have been launched recently to encourage people to avoid food waste. For example, the food bank in Saudi Arabia has proposed a fine of SR1,000 ($266) for every kilo of surplus food and the UAE Food Bank collects surplus food for distribution to the needy inside and outside the country. – TradeArabia News Service