JLS singer JB Gill partners with HelloFresh to encourage the nation to adopt more sustainable habits

After research conducted by the UK’s favourite recipe meal kit provider, HelloFresh* identified the average household throws away enough food to feed five extra adults every week, HelloFresh has launched a new initiative with support from celebrity farmer JB Gill to encourage more sustainable kitchen habits in UK homes.

In partnership with Social Farms & Gardens, a UK-wide charity supporting communities to farm, garden and grow, HelloFresh is supporting gardens in London, Edinburgh, Sheffield and Birmingham. Designed specifically to support and encourage local communities to grow their own vegetables, reduce their carbon footprint and adopt more sustainable habits, the HelloFresh Garden partnerships will allow users to capitalise on the seasons, benefitting from seasonal produce and recipes.

Annually, the UK wastes 9.5 million tonnes of food1, so through the year-long partnership, HelloFresh hopes to encourage locals to consider the amount of food they waste, turning to composting where possible. With composting heaps available to use at the HelloFresh Garden sites, users are encouraged to repurpose their vegetable cuttings into compost.

Providing vital spaces for families to educate the next generation on the farm to fork journey, the HelloFresh Gardens will also provide a host of mental and physical health benefits for local communities. Studies have shown that growing food and being outdoors in nature are proven to have a wide range of benefits including reducing stress and boosting self-esteem2.

A brand rooted in helping its customers waste less with its pre-portioned recipe kits, HelloFresh’s research also found that almost half (45%) of UK households wish they were better at only buying the food they need. With HelloFresh Gardens, users will be able to grow their own produce, in turn reducing impulse buying at supermarkets.

The research found that 86% admit to throwing food away, with 80% putting leftovers in the fridge with the intention of eating them, but always end up throwing them away instead. When pushed on how much food they waste, over a third (35%) said they throw away food at least a few times a week.

Laurent Guilleman, CEO at HelloFresh UK, said: “Our new research exposes the stark realities of the UK’s food waste problem. It’s especially pertinent now as consumers are trying to juggle the rising cost of living with making sustainable choices. HelloFresh’s carefully pre-portioned ingredients dramatically reduce food waste because we only send you the seasonal high quality, responsibly sourced ingredients you need to create your favourite meal at home.

“To reach and teach more Brits about the connection between food waste and sustainability, we’ve teamed up with Social Farms & Gardens for our HelloFresh Gardens initiative to support local community growing spaces across the UK. We’re spreading the word about the problem of food waste in the home, sharing the benefits of green spaces and the joys of growing your own food.”

Sophie Antonelli, Training and Development Manager at Social Farms & Gardens, said: “We’re thrilled that HelloFresh are supporting our members in this way. We have more than 2,500 members all over the UK and we know that communities coming together to grow and share food is both good for us as individuals, and good for our planet.

“Both the pandemic and climate crisis have shown us that our green spaces are more important than ever, and these gardens give people vital access to nature and food growing spaces, helping local people grow their own veg, reduce waste, and get to know their neighbours at the same time.”

JB Gill said, “When I moved back to live with my family in Kent, I made a conscious decision to spend more time outdoors and reconnect with what’s important. I live for being sustainable and loved being able to grow my own vegetables and flowers again. Those living in an urban environment can struggle to find greener spaces, which is why I’m happy to work with HelloFresh and Social Farms & Gardens to raise awareness of these plots across the country. Growing your own foods can help you to appreciate what you eat and less tempted to throw it away.”