There is nowhere more compelling for a message about food waste than on the bags and trash cans that contain food waste. That is exactly where Dole has placed its new round of Malnutrition Labels.
The campaign launched in February, features artwork that resembles nutrition labels, listing facts about food issues throughout the world – obesity, food insecurity and malnutrition among them. In the first phase of the campaign the Malnutrition Labels were giant billboards across the US. Now, they’re on rubbish bags, waste and recycling bins, and garbage trucks in New York City.
The new campaign, this time by agency, Lanfranco & Cordova, (the original campaign was by David Miami & Madrid) coincides with the release of a consumer pulse survey released by the Dole Sunshine Company, which indicates that there are significant education gaps when it comes to the impact of food waste on hunger. Results include that one-third of Americans make no effort to reduce food waste at home and the biggest barrier to reducing waste is that everyday Americans don’t know-how. The campaign also coincides with Hunger Action Month and aims to educate and motivate action by shedding light on the statistics of food waste and its impact on food insecurity.
“At the Dole Sunshine Company, we believe that good nutrition is a human right. Like sunshine, it should be accessible, affordable, and available to all,” stated Pier Luigi Sigismondi, president, Dole Food & Beverages Group. “However, around the world, even in developed countries, this is not the reality due to a gap between food (what is produced), and feed (what is available for consumption). Raising awareness, educating the consumer, and taking action to reduce food waste is critical to our promise to provide access to good nutrition to 1 billion people by 2025.”
“In a city like New York, we constantly avoid looking at the piles of trash that surround us most days,” added Rolando Cordova, co-founder and chief creative officer Lanfranco & Cordova. “The simplicity of the idea is that it actually makes people stop, look, and think about the real impact of food waste in this city.”
The campaign includes a partnership with City Harvest. Dole and City Harvest aim to rescue and deliver more than 280,000 pounds of food to New Yorkers in need through product donation and funding. Included in the campaign, too, are recipes by City Harvest’s Junior Food Council co-chairs and chefs, Madeline and Anna Zakarian, to create recipes that upcycle food waste and promote healthy eating. Dole will also distribute shelf-stable Dole products through City Harvest’s Mobile Markets held in New York’s most underprivileged communities.
“We live in a world where we have enough food for everyone yet waste one-third of it,” stated Rupen Desai, global chief marketing officer, Dole Sunshine Company, stated. “Using areas of trash as a media offers the perfect contextual media space to showcase this message during hunger action month. By raising awareness and partnering with working alongside City Harvest we hope to bridge the gap between food and feed.”
Here is where the campaign began:
