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Waste Prevention Campaigner To Join Approved Food

The UK’s largest discount online retailer and fierce food sustainability champion Approved Food has announced the appointment of socially conscious entrepreneur Jonathan Straight as its Brand Ambassador.

Jonathan, the founder and former CEO of leading recycling products manufacturing firm, Straight PLC, is tasked with driving forward the firm’s ongoing commitment to reducing the ‘wholly unnecessary’ amount of food wasted in the UK every year ‘once and for all’.

The move will see Jonathan spearhead Approved Food’s #PerfectlyGood campaign; which, amongst other objectives, aims to educate the public, politicians and other key stakeholders about the difference between use-by-dates and best-before-dates.

Alongside his new role Jonathan will also continue to act as non-executive director of water saving NGO Waterwise, as well acting as a trustee of The Straight Charitable Trust and continuing to oversee the work of Leeds based social enterprise, The Street Lane Bakery.

Commenting on Jonathan’s appointment Approved Food founder, Dan Cluderay, said: “We’ve always been pretty good at making our feelings known when it comes to the criminal amount of avoidable food waste that goes on in the UK and the rest of Europe but, now we’ve decided to take our campaigning to the next level with Jonathan’s appointment.

“He brings to the table a wealth of experience in the recycling and sustainability sector, and we’re absolutely delighted that he’s agreed to come on board and help us continue to ensure our voices are heard by the right people, at the right time, using the right platforms.

“After all, in the UK alone we send 7 million tonnes of food off to landfill every single year, so just imagine the difference we could make if everyone stopped chucking out food that was perfectly good to eat just because the label was a bit skewed, or because it was a few days past it’s best-before-date.”

In 2016 Approved Food launched its nationwide #PerfectlyGood campaign in a bid to help educate people across the country about the fundamental difference between use-by-dates and best-before-dates.

Dan further stated that; “Best-before-dates are an indication of quality. Food eaten after this date will be perfectly good to eat, however its quality may have started to deteriorate. Imagine a slightly less crunchy crisp, for example.

“Use-by-dates are an indication of safety and food should never be eaten once it has passed this date, i.e. dairy, meat etc.

“It’s vital to make sure people understand food dates and labelling and we want to make sure people are thinking before they throw food away.”

Jonathan commented that; “I think what Approved Food stands for as a business is fantastic and I am absolutely delighted to be on board as their brand ambassador to help drive forward their ongoing commitment to reducing the wholly unnecessary amount of food wasted right here in the UK year after year.

“Over the coming months I’ll be looking to continue to build on their excellent relationships with relevant political contacts, as well as stakeholders in the food manufacturing and distribution arena.

“I have no doubt that if all of those key influencers come together to help tackle the issue that we’ll see a vast improvement in a very short space of time; environmentally, economically and perhaps most importantly as more and more families struggle to make ends meet, socially.”

Approved Food, founded in 2008, is now the largest online only retailer of short dated and residual stock food and drinks. Working with food manufacturers and suppliers they provide an alternative route to market for stock that would otherwise end up in landfill; which to date includes a staggering 32 million items.

This was posted in Bdaily's Members' News section by Sarah Steel .