A media campaign for householders to prevent the wastage of bread. We estimate at least every household wastes 3 slices of bread a day and thsi over the course of a year can mount up to 60 loaves! Our awareness campaign will target 1.54 million people in 10 local authority areas which is 34% of the national population. We aim to get the message to 558,405 households.

There will be adverts, leaflets, recipes, bread saving tips, website information and a social media campaign on twitter & facebook.

Our tag line is Eat it, freeze it, store it, crumb it, just don’t waste it!