Did you know that more than half of UK adults who buy fresh fruit and vegetables would rather purchase them loose than packaged? According to a recent survey from Love Food Hate Waste, a staggering 78% of respondents said they would prefer buying their usual fruits and vegtables loose if given the option. That’s a lot of people, and it’s a trend that could help reduce food waste and plastic packaging at the same time.
As part of Food Waste Action Week (17th – 23rd March 2025), this year’s campaign is fronted by the inspiring low-waste chef, Max La Manna who shines a light on how buying loose produce could save tonnes of food from being wasted. So, why is it that more people are opting for loose produce, and what can we all do to make a difference?
78% of people prefer loose fruit and vegetables over packaged options.
The Benefits of Buying Loose Produce
The survey results are clear: 78% of people prefer loose fruit and vegetables over packaged options. But why is that the case? One major reason is that buying loose produce gives shoppers the freedom to purchase only the amount they need, which can drastically reduce food waste. In fact, over 60,000 tonnes of food waste could be prevented each year if apples, bananas, and potatoes were sold loose. That’s the equivalent of 8.2 million shopping baskets worth of food!
60,000 tonnes of food waste could be prevented each year if apples, bananas, and potatoes were sold loose.
Additionally, the survey found that 56% of people prefer buying loose because it lets them choose exactly how much they need—whether it’s one giant potato for a baked meal or a few smaller bananas for breakfast. This is a huge win for both the environment and our wallets, as we’re less likely to throw out excess food we didn’t need in the first place.
510,000 tonnes of potatoes are wasted every year, representing 46% of all potatoes purchased.
Food Waste and Packaging: The UK’s Growing Problem
An astonishing 60% of food waste in the UK comes from homes, with fresh fruit and vegetables making up the largest portion. From potatoes to bananas, food that ends up in the bin could have been used if bought in smaller quantities. A striking example is potatoes: 510,000 tonnes are wasted every year, representing 46% of all potatoes purchased.
“It floors me that we are throwing away so many potatoes every year before we have had a chance to use them. Buying them loose would allow us to choose an amount we know we’d realistically use.” -Max La Manna, the ambassador for Food Waste Action Week
This is where buying loose could make all the difference. When people have the option to buy produce by weight, they are more likely to avoid over-purchasing and, in turn, prevent unnecessary food waste.
The Push for Change: WRAP’s Packaging Ban Proposal
The demand for plastic-free produce is higher than ever. According to the survey, nearly 70% of people would prefer to buy their bananas loose, and similar preferences are seen across 19 of the 21 fruits and vegetables surveyed.
WRAP (Waste and Resources Action Programme) has called for a consultation on banning packaging for 21 types of fresh fruit and veg. The goal? To let people buy produce closer to their needs and reduce the waste that comes from over-packaging.
If these 21 items were sold without packaging, it could save 100,000 tonnes of edible fruit and vegetables from being wasted each year. That’s enough to fill an entire warehouse with food that would otherwise go straight to the bin!
Not only would this move save food, but it would also help eliminate 13,000 tonnes of plastic packaging. That’s a huge step toward reducing our environmental footprint and making it easier for shoppers to make more sustainable choices.
The Key to Success: Making Loose Produce More Accessible
While the survey shows a clear preference for loose produce, WRAP believes that retailers need to do more to make loose fruit and vegetables a visible, attractive option in stores. If stores offer more loose produce, it could help shoppers better align their purchases with their needs—reducing waste and saving money in the process.
Interestingly, the preference for loose produce varies across different age groups and household types. For example, older people (73% of those aged 76 and over) and people living in smaller households (63% of single-occupancy homes) are more likely to choose loose. Meanwhile, younger people and larger households are still more inclined to buy packaged.
As the trend for plastic-free shopping continues to grow, making loose produce more accessible to a wider range of shoppers is key to tackling food waste.
Max La Manna’s Campaign for Change
Max La Manna has been at the forefront of the fight against food waste, and he’s using his platform to encourage more people to buy loose produce. His campaign video highlights the absurdity of wasting perfectly good food and how simple changes—like choosing loose produce—can have a massive impact.
Max said, “It is fantastic to partner with Love Food Hate Waste on this campaign and shout about the impact of food waste (my great passion) on both the planet and our pockets.”
By joining the movement, we can all make a difference. Whether it’s opting for loose apples, bananas, or even potatoes, every small change counts toward reducing food waste and protecting our environment.
Take Action: Join Food Waste Action Week
This Food Waste Action Week, we’re challenging you to take a closer look at your shopping habits. Could buying loose produce help reduce the food waste in your home? Could you save money by only buying what you actually need?
It’s time to ditch the plastic packaging, make sustainable choices, and play your part in the fight against food waste. Together, we can reduce food waste, cut down on unnecessary plastic, and make a big difference for the planet and our pockets.
Join the movement this Food Waste Action Week—because when you buy loose, you waste less!
