Forget farm-to-table. 40% of our food follows a farm-to-landfill model.

A new ad campaign by the creators of Smokey the Bear (Ad Council) and the National Resources Defense Council (NRDC) is bringing consumer attention to the issue of food waste, aiming to change household behavior.  

NRDC scientist and zero-waste advocate Dana Gunders revealed the campaign at the last week’s 2016 Food Tank Summit in Washington, D.C., which had over 20,000 viewers tune in to the livestream of the event.  

Meal planning tips, shopping guidelines, and information on deciphering “best by” and “use by” dates on products can be found at savethefood.com, along with a comprehensive food storage directory.

The campaign includes digital media, outdoor (billboard), print and web advertising, and a TV PSA. Share the campaign on social media using these assets, and follow along with #SaveTheFood.

Watch the journey of a strawberry from the farm to the refrigerator to the garbage, highlighting the resources that it takes to bring food to consumers.