Campaign Overview

Around 1/3 of all food produced goes uneaten. This wasted food represents a huge waste of valuable natural resources–such as land, water, energy–human effort in producing and cooking it, and money. When wasted food ends up in landfill, it decomposes and emits methane, a greenhouse gas that warms our atmosphere more rapidly than carbon. In particular, huge amounts of food waste is generated during festivals and cultural celebrations, like Christmas, Chinese New Year, Thanksgiving and Ramadan where traditions around food are often rooted in abundance.

The Save 1/3 campaign empowers people to reduce food waste by framing the issue positively and providing practical tools to shop, cook, and eat more mindfully. The campaign is supported by a diverse range of assets—from mass awareness content shared through WWF’s channels and high-profile collaborations like with Masterchef Asia, to practical materials designed for restaurants, hotels, and retailers to influence behaviour at the point of purchase. It also includes educational resources, such as school lesson plans, aimed at informing and inspiring the next generation.

Designed for global reach and local engagement, the campaign has also been designed to be fully customisable for ease of localisation. It can be activated around any major cultural or religious celebration, with messaging crafted to resonate with the spirit of generosity and sharing, without dampening people’s desire to celebrate.

Explore the Save 1/3 campaign and learn more about the opportunities and tools available at at www.saveonethird.org