East Malling Research (EMR) is leading a new project supported by WRAP (Waste & Resources Action Programme) that aims to help consumers reduce their fresh fruit and vegetable food waste. About 40 per cent of edible food thrown away is fresh produce. The project will provide unique data on fresh fruit and vegetables storage and wastage in the home and how the consumer can use simple methods to prolong freshness. This will be achieved by:

• Gaining information from consumers on how they currently manage the storage of fresh fruit and vegetables in the home and on the types of products that are commonly wasted and the reason for rejection.
• Assembling an easy to understand scale of relative perishability for different types of fruits and vegetables, to aid the consumer with best storage practice.
• Developing and testing simple methods to prolong the freshness of fruit and vegetables in the home.
• Reviewing the advice given by the major retailers to consumers about storage of fresh fruit and vegetables and suggesting improvements
• Providing information to WRAP and retailers to advise consumers about methods to ensure they consume a higher proportion of the products they purchase.