Waste-Free Week 2024: Highlights and results

Waste-Free Week 2024 once again sparked a wave of awareness and action across the Netherlands to reduce food waste. With support from over 185 partners and numerous local initiatives, millions of Dutch citizens were encouraged to handle food more thoughtfully. A study by Motivaction showed that over 4 million people planned better, shopped smarter, and creatively used leftovers during this week. The message is clear: tackling food waste is not just a one-week effort but an ongoing commitment.

Broad participation and impact

This year, more than 25 locations offered waste-free tastings and workshops, often organized by municipalities and local social initiatives. The media gave extensive coverage, including outlets like NPO Radio 1, AD.nl, and programs such as ‘Eigen Huis en Tuin’. Social media further amplified the theme, supported by influencers like Saskia Sampimon-Versneij and Jetske van den Elsen. Supermarkets and other businesses promoted the week through banners, wobblers, and campaign materials—reaching not only customers but also employees internally.

Initiatives in retail and education

Various actions reminded consumers to fully utilize food, such as a recyclable nudge sticker placed on 1.5 million loaves of bread. Artisan bakers provided additional informational materials. Schools involved youth with quizzes and masterclasses, and the HAS green academy launched an internal campaign. Key discussions were also held on consumer behavior and waste statistics, highlighting retail and catering figures. Minister Wiersma attended the presentation of new retail data and emphasized the importance of a united approach in the fight against food waste.

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