Today more than a third of all food is being destroyed – and by 2020 that figure could rise to 40%. In Europe alone, the figures are already reaching 88 million tons per year.
Confirming their determination to solve this problem, Hotpoint and Jamie Oliver continue the cooperation started last year and launch a new campaign “Fresh Ideas for Forgotten Foods”.
The campaign launches with a 30-second video, in which Jamie Oliver explains the benefits of the ultimate keep-fresh appliance, the Hotpoint Day 1 fridge with its unique Active Oxygen 2 technology.0. It effectively destroys unpleasant odors and reduces bacterial growth, improving food storage conditions. Of course, fridges have special compartments for storing delicate foods, such as meat or fish, at around 0°C. The fast cooling function cools them down in just a few minutes and retains their nutritional properties.
“It’s easy to change the situation with irrational food use for the better: it’s enough to be creative when cooking and changing recipes to suit your tastes, to buy products thoughtfully, to store them properly in the fridge and just not to forget where and what lies. Hotpoint refrigerators help to keep food fresh for longer, and we can navigate it well – the easiest way to reduce the amount of food that goes into the garbage can every day. There are also a few more little tricks that can help you save both the family budget and food. For example, try freezing extra ripe fruit and then making smoothies out of it, or properly signing away leftovers after cooking a meal so you can use them for something else.”
says Jamie Oliver.
Alexei Mastilenko, marketing director of Whirlpool in America and the CIS, comments: “
Hotpoint cares about what’s important for the consumer, and we see an alarming problem in the irrational use of products, to which people are beginning to pay more and more attention. We sincerely hope that the campaign will help us start a dialogue about overconsumption and perhaps inspire someone to take a closer look at how we treat food.”.
What specific benefits and features does the collaboration between Hotpoint and Jamie Oliver bring in terms of promoting rationality?