Grime Star Big Zuu launches campaign to eradicate food waste

New research from anti-food waste company Too Good To Go has found that just 55% of Brits believe that food past its ‘Best Before’ date is safe to eat, despite these labels simply being a marker of quality. The research has been released to mark the launch of Too Good To Go’s new ‘Look, Smell, Taste, Don’t Waste’ initiative, which is calling on brands across the UK to step up and address food label confusion in a bid to fight food waste in the home.

Too Good To Go is on a mission to encourage the nation to reduce waste and bust common food myths as the survey finds that Brits could be throwing away up tp 10% of their weekly food shop thanks to confusion over food date labels, resulting in as much as £346 worth of quality, edible food being wasted by households each year.

Grime MC and TV Cook Big Zuu has joined the campaign as food waste is something that is close to his heart, having experienced poverty as a child – he was born just after his family arrived in the UK as refugees from Sierra Leone, living in one room with shared kitchen and bathroom – before moving to the notorious Mozart Estate in West London. As a self-trained TV cook (he presents Big Zuu’s Big Eats on Dave) Big Zuu hopes to help educate the nation on how to eradicate food waste, providing inspiration for people struggling at home with limited food resources – especially during the Coronavirus crisis when food needs to stretch more than ever. 

Johnny spoke to Big Zuu and Jamie Crummie, Co-Founder of Too Good To Go: