Dole is highlighting food waste in the second phase of its "Malnutrition Labels" campaign, by plastering the labels themselves onto trash receptacles.
The campaign launched in February this year with giant projections on buildings in U.S. cities that listed facts highlighting different issues related to food, such as obesity, food insecurity and malnutrition, in the style of nutritional labels. Now, similar labels will appear on waste and recycling bins, as well as trash bags, trash bins and waste removal trucks in New York City.
"In a city like New York, we constantly avoid looking at the piles of trash that surround us most days. 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,” said Rolando Cordova, co-founder and chief creative officer of New York agency Lanfranco & Cordova, which partnered with Dole to create the campaign. (The original push was by David Miami and Madrid.)
The campaign will roll out during Hunger Action Month and is designed to educate and spark action by shedding light on the statistics of food waste and its impact on food insecurity. Dole also worked with City Harvest’s Junior Food Council Co-Chairs and Chefs Madeline and Anna Zakarian, daughters of Food Network Chef Geoffrey Zakarian, to create recipes that upcycle food waste and promote healthy eating.
"We live in a world where we have enough food for everyone yet waste one-third of it,” said Rupen Desai, global CMO, Dole Sunshine Company, in a statement. “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.”