London is the most wasteful region in the United Kingdom, according to a new survey.
The data shows that 75 percent of Londoners throw away fresh produce every week - with young people (18-24-year-olds) being the worst offenders, 92 percent of them binning food regularly.
Commissioned by UK food tech company It's Fresh!, the researchers ranked the North East, Yorkshire & Humberside, and the West Midlands as the next big wasters after London - with Wales at the end of the spectrum, where only 59 percent of people throw away less than 10 percent of fresh produce.
The survey highlighted that overall, 83 percent of respondents said the reason for throwing fruit and veg away is due to it not being eaten in time before it goes off.
More than half of London's population feels guilty when wasting food, and more than two fifths (44 percent) feel frustrated.
"The research clearly shows people are deeply guilt ridden and frustrated by the food they’re forced to throw away and this waste is mainly down to food not being used in time," said It’s Fresh! co-founder Simon Lee.
"A lot of this waste is genuinely needless – fresh food can and should last longer and more needs to be done with technology to make this happen.
"Wasting food wastes everything that has gone into getting the produce to the consumer and more needs to be done to help people reduce what they throw away.
"This would deliver better value for everyone as we could eat all that we buy."
Diana is a London-based writer dedicated to bringing you the latest updates in ethical consumerism and plant-based nutrition. She is a recent media graduate with extensive journalistic experience, and writes in hopes of changing the narrative. You can follow Diana on Instagram and Twitter @dianalupica
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.
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