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U.K. Bread Waste Activists Turn Toast Into Propaganda

November 13, 2017: 12:00 AM EST

A campaign by a London newspaper inspired two advertising professionals to get serious about food waste, especially the wasteful disposal of uneaten bread. They developed a campaign of their own called Edible Leaflets in which they “toast facts on how to waste less onto slices of bread and give them out in London.” The idea was to inscribe fun facts or slogans about food waste on the bread and hand them out on the streets of the city. The toasted slices offered crumbs of wisdom like “1 in 3 slices binned,” “1 slice for every human on earth,” “never too old to make croutons,” and “feed me to the ducks,” all designed to “get people’s attention by tackling the problem” – wasted bread – “in a fun way.”  [Image Credit: © Edible Leaflets ]

Victoria Stewart, "Meet the Duo Tackling London's Food Waste Problem Head-On with Edible Leaflets", Evening Standard, November 13, 2017, © Standard.co.UK
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