World Food Day: Bottura, Ambassador against food waste – Italian Cuisine

Grundig together with the United Nations against food waste. Massimo Bottura is the exceptional Ambassador of the awareness campaign that started on 29 September, which culminates today for World Food Day

Today is the World Food Day. Grundig, joined the United Nations to combat food waste, throwing a communication and awareness campaign aimed at promoting better awareness on this global issue. The awareness campaign revolved around two days of globally recognized celebrations established by FAO (the Food and Agriculture Organization of the United Nations): the International Day of Awareness Raising on Food Losses and Waste, which was celebrated on 29 September and World Food Day, which takes place today. This day is aimed at raising public awareness on the issues of poverty, hunger and malnutrition.

Campaign objectives

The aim is therefore to create a common conscience to highlight food waste as a theme closely linked to the emission of greenhouse gases and, consequently, to climate change. According to official data on the issue of food waste released by the UN in its "The Food Waste Index Report 2021", 8-10% of global greenhouse gas emissions are associated with uneaten food: food waste is, therefore, everyone's problem and starts from the home environment.

Illustrations by Gianluca Biscalchin

How to act, then?

With a strong Call to Action, Grundig invites everyone to join the campaign "THE MORE WE ARE, THE MORE WE HALVE" or "THE MORE WE ARE, THE MORE WE HALVE". As the United Nations reports, we are all responsible for our planet: only by going together in the direction of responsibility can global change be brought about. The campaign aims to inspire, educate, raise awareness and engage people, encouraging them to take action. It is a call to action that wants to encourage everyone to join the cause, taking small responsible actions on a daily basis, starting from your home environment.

Illustrations by Gianluca Biscalchin

An exceptional Brand Ambassador

AND Massimo Bottura is the Brand Ambassador of this campaign. The Chef patron of the Osteria Francescana, social activist, is the most representative spokesperson for the appeal: Bottura was in fact recently appointed UNEP Goodwill Ambassador (Goodwill Ambassador of the United Nations Environment Program) with the aim of stepping up the fight against food waste and loss around the world.


How the campaign develops

The Awareness Campaign developed on digital and social channels of the HQ and the countries where the brand operates on September 29, where the Video Announcement by Massimo Bottura with 7 video animations containing some reflections on food waste and simple but fundamental suggestions on how it is possible to fight it starting from your child. Each pill Video highlighted a different facet of domestic food waste: or the problem of food waste and leftovers, the huge amount of food that is thrown away because it is aesthetically unattractive or because it is too close to the expiration date. In these contents, the consumer becomes aware of the urgency of the problem, through official data released by the UN: we thus discover that by reducing food waste, we could eliminate more than 8% of global gas emissions, which every person wastes 121 kg of food per year, that 17% of food destined for consumption is wasted and other disconcerting data. The idea is also that to suggest solutions inspiring people to make small conscious gestures.

Grundig's commitment

The company engaged in the consumer electronics sector, which since 1945 develops products with a distinctive design and cutting-edge technology, aims to support the 12th Sustainable Development Goal (SDG) of the United Nations 2030 Agenda, aimed at halving food waste by 2030. Grundig is a company historically committed to respecting and protecting environmental resources. The company can in fact boast a concrete commitment and the implementation of many projects on the topic of food waste: first of all "Respect Food" the cultural movement created to raise awareness and educate on the global problem of food waste, with which the company is an official partner, since its origins in 2016 of Food for Soul, the non-profit organization created by Massimo Bottura, which promotes social inclusion and food sustainability through the opening of refectories around the world.


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