“Unforeseen events constantly occur that force us to throw away food.”
Participant
The Matvett Challenge aimed to change 231 people's food-wasting habits over eight weeks. All participants began by selecting three food items to waste less of, creating a specific action plan, and accessing a landing page with strategies to help them succeed. In addition, the "nudge group" received daily SMS reminders and weekly motivational messages grounded in behavioral science.
85% halved their food waste in eight weeks. The Matvett Challenge shows that small, targeted measures supported by behavioral science have a significant effect. Even participants that did not receive daily reminders showed progress, suggesting that choosing specific goals and making a plan was changes behavior in itself. Based on the findings, Matvett is now working on a national strategy to reduce food waste—with local initiatives, digital tools, and support for households across the country.
After six months, 47.3% have further reduced their food waste, while 46.7% are wasting about the same amount. Fewer than 10% have reverted to their old habits. Those who waste the least employ strategies such as planning, freezing food, and eating leftovers, and two out of three also waste less of other food items.
The intervention will now be tested at a national level. If you work in a municipality, the grocery or hotel industry, canteen operations, etc. - contact us if you want to reduce food waste and to ensure that what you are doing will work!
📄 Read the full report here.
The results are based on surveys, which are limited by self-report bias, selection bias, and the risk of misunderstandings. The influence of these factors was reduced through the use of validated scales and thorough reviews of the questions' wording and order.
"I’ve become more conscious of what I have and what I use. It has become a bit of a sport."
Participant
