Currently, Wales holds the second position globally at recycling. WRAP’s BeMighty campaign is backing the mission to get Wales to the number one spot. With Iceland’s head office being based in Deeside, Wales, we are proudly partnering with WRAP in this campaign to encourage our customers and employees to get involved.
Even though most of us know food never belongs in the rubbish, the reality is that a quarter of household general waste is still made up of food waste. That’s enough to fill 3,300 double-decker buses every year. And shockingly, 80% of this food could have been eaten, costing the average 4-person household £89 a month. Rescuing food from the rubbish is the top action we can take to save money and help the environment, and you can do this by getting creative with the food you have left or recycling what you can’t eat. In July 2024 alone, Iceland redistributed a massive 9430 KG of food waste in Wales through our redistribution partner, Olio, equating to a carbon reduction of 40.7 tCO2e. Or, if you really can’t eat it, nearly every local authority recycles food waste into cleaner, greener energy. In 2023, Wales recycled enough to power over 10,000 homes!
If you are based in Wales, you can get involved in this campaign by taking the pledge to rescue your food from the rubbish and be in with a chance at winning an unforgettable holiday for six at Bluestone Resort or free entry to top Welsh attractions like Folly Farm, Zip World, Plantasia, Royal Mint Experience, Welsh Mountain Zoo, or Greenwood Family Park! Head on over to Wales Recycles to enter and join Iceland in helping Wales get to number one in the world! Or, even if you aren’t based in Wales, keep an eye out on our social media and website over the next few weeks to see how you can reduce your food waste.
