Item Description:
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Approve Agmt PR00005401 with Padilla to develop and implement a broad food waste prevention campaign, 07/01/23-07/31/25, NTE $600,000
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WHEREAS:
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An estimated 80 million tons of food, valued at $310 billion, goes to waste in the U.S. each year, nearly half of which is generated at home. Uneaten food in the U.S. consumes 22% of all freshwater use, represents 6% of U.S. greenhouse gas emissions, and accounts for 24% of our total waste generation;
Resolution:
BE IT RESOLVED, that Agreement PR00005401 with Padilla to develop and implement a broad, consumer-focused, behavior-change campaign to reduce wasted food at home, for the period July 1, 2023 through July 31, 2025, with a not-to-exceed amount of $600,000, be approved; that the Chair of the Board be authorized to sign the agreement on behalf of Hennepin County; and that the Controller be authorized to disburse funds as directed.
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Background:
According to ReFED (a collaboration of more than 30 industry, nonprofit, foundation, and government leaders leading U.S. efforts to address food waste), U.S. consumers waste more food in homes (48%) than any sector of the food supply chain each year. Despite the attention this issue has received over the last decade, there is still considerable effort needed to increase consumer awareness about the impacts of food waste, and how consumers can make meaningful changes.
A broad-scale consumer education campaign is one of the strategies recommended by ReFED for having the greatest potential to reduce food waste generated at home. To inform the development of the campaign, the county conducted focus groups in 2021, which included a diverse representation of county residents, to learn more about residents’ awareness of the issue, what prevents people from acting, and what differences exist among people in different stages of life to develop multiple messages that will resonate with Hennepin County residents. Focus group participants reported eye-opening, localized stats on the amounts of food wasted, practical actions to take to prevent food loss, and learning cooking, shopping, meal planning, and storage tips would all have a big impact on reducing the amount of food wasted at home. The findings also showed that there were key differences in these four areas depending on stage of life and that messaging should be customized to three key audiences - young adults, families with children and older adults and/or empty nesters.
This broad, two-year campaign will include the development and deployment of multiple and inclusive messages and tools focused on motivating and changing food waste behaviors at home through social media, advertising, and local partnerships. Additionally, the campaign will complement existing county efforts, which include an annual one month online Stop Food Waste Challenge, an online Find your Five nutrition campaign and national efforts such as Food Waste Prevention week.
The selected contractor has strong connections to locally based food corporations and has experience in developing messages and creative concepts that are inclusive of and resonate with the county’s diverse communities. The contractor uses a group of external advisors, called their DE+I collective, to ensure inclusive and culturally appropriate approach to campaign strategies and communications, including messaging in multiple languages.
Current Request:
This request seeks approval of Agreement PR00005401 with Padilla to develop and implement a broad, consumer-focused, behavior-change campaign to reduce wasted food at home, for the period July 1, 2023 through July 31, 2025, with a not-to-exceed amount of $600,000.
Funds for this campaign are included in the Environment and Energy budget. Funding for this agreement comes from the Solid Waste Enterprise Fund.
Impact/Outcomes:
The services funded under Agreement PR00005401 will develop and deploy a broad, consumer-focused behavior change campaign aimed at helping residents prevent food waste at home.
This contract supports the county’s zero-waste and climate action goals. Food accounts for the single largest material type in our waste stream and is one of the top five materials for climate emissions.
recommendation
Recommendation from County Administrator: Recommend Approval