Top: Graphic courtesy World Resources Institute
“More than 40% of all food produced globally is never eaten — enough to feed every food-insecure person three full meals a day for an entire year, with food to spare. And yet, the issue remains low on the priority list of many business and policy leaders focused elsewhere. Why? Because the case isn’t landing.” So starts the the introduction to “Maximizing Food: A Messaging Toolkit for Motivating Business and Policy Leaders to Address Food Waste,” a new and very helpful guide from the World Resources Institute (WRI) and Champions 12.3 for everyone working to minimize food waste in the world.
“To mobilize change, we need messaging that resonates with what decision-makers care about — whether that’s economics, efficiency, sustainability or something else,” continues the introduction. “This toolkit was created to help you shift the conversation. It introduces a new way to reframe the issue of food waste and provides a library of motivation-driven messages that can connect with business and policy priorities. You also will find practical guidance for using these messages effectively — plus creative ways to make the issue feel real, relevant, and actionable.” To uncover why current messaging falls short, over 20 interviews were conducted with senior stakeholders across the private and public sectors, as well as a global survey with 100+ respondents from 28 countries (primarily people working on food waste now), and a global analysis using digital tools (e.g., Google Trends) to gain insights from online conversations.
The toolkit offers five reasons why current messages may not be landing:
- “Food loss and waste” as a term is not well understood. Three-quarters of survey respondents said the term “food loss and waste” is not well understood by business or policy leaders.
- While nobody likes waste, framing the issue negatively isn’t enough to drive action.
- We often make broad arguments for tackling food waste, but are we connecting to the specific priorities our specific audience cares about? Framing food waste action around leaders’ priorities positions it as a practical solution to the challenges they care about most.
- We get stuck on the problem, and the bigger picture gets lost. Ultimately, we don’t reduce food waste for its own sake — it’s the benefits for people and the planet that matter. Our messaging should frame it as a pathway to broader goals.
- Food waste communications aren’t always human enough. Too often, we use statistics that are hard to picture and language that misses the real impact on people.
A “fresh way” to talk about food waste, recommends the toolkit, is “maximizing food”: “You can inspire action by framing food waste action as an opportunity — one that highlights efficiency, shared gains, and respect for the effort behind every bite. It’s a more positive, practical way to show what’s possible when we make the most of food. The ‘food waste frame’ focuses on problems, losses, and environmental harm. The ‘maximizing food’ frame focuses on solutions, opportunity, and shared benefit. Frame it as a win for multiple audiences.”
Use case examples of the framing include:
- Farmers — more value from what they grow
- Restaurants —lower costs, satisfied diners
- Families — household budgets that go further
- Food manufacturers —improved profit margins, reduced emissions
Another example of standard versus maximizing food language is provided:
Standard Language: In 2024, we saved 4 million meals from being wasted. “This focuses only on what didn’t happen (waste), which can feel insufficiently motivating. This message also lacks a clear sense of who benefited or where, which can feel distant or faceless.”
Maximizing Food Language: In 2024, we served 4 million extra plates of food to people [in X city], not trash bins. “This focuses on the positive outcome — people being fed — not just the problem avoided. This message inspires the audience with impact rather than by avoiding negatives.”
