Wexford Cheddar joins the “Look, Smell, Taste” campaign to combat food waste

Wexford Cheddar is proud to be a part of the “Look, Smell, Taste” campaign, a global initiative aimed at reducing food waste by empowering consumers to make informed decisions about food safety and usability. This campaign is a perfect fit for Wexford Cheddar, thanks to its robust quality assurance measures, sensory stability and extended shelf life beyond the best-before date.

The “Look, Smell, Taste” initiative not only showcases the inherent qualities of Wexford Cheddar, but also educates consumers on sensory evaluation methods. By teaching people how to assess food using their senses, the campaign fosters a culture of sustainability and responsibility. This approach can significantly reduce unnecessary food disposal, positively impacting both the environment and consumer behaviour.

To ensure the continued success of this initiative, ongoing monitoring, consumer feedback collection and education efforts are recommended. These steps will help strengthen consumer trust, enhance the product’s reputation and support broader food waste reduction goals.

As part of the global “Too Good to Go” initiative, the “Look, Smell, Taste” campaign is currently running in 14 countries, with over 6,000 SKUs added from 500 brands. Supported by the EPA in Ireland, the campaign has a coalition of partners including Guinness, Onken, The Laughing Cow and Ballymaloe.

The goal of the campaign is to encourage consumers to evaluate the condition of their food using sensory cues before deciding to dispose of it. This initiative aligns with legal standards and promotes a more sustainable approach to food consumption.

The proposed SKUs for Wexford Cheddar in this campaign include:

• Wexford Cheddar Mild & Creamy White Block 200g
• Wexford Strong & Vintage White Irish Cheddar 200g
• Wexford Rich & Mature Red Irish Cheddar 200g
• Wexford Rich & Mature White Irish Cheddar 200g
• Wexford Ferrycarrig Red Cheddar 200g
• Wexford Ferrycarrig White Cheddar 200g

By participating in the “Look, Smell, Taste” campaign, Wexford Cheddar is taking a significant step towards reducing food waste and promoting a more sustainable future.