National charity Waste and Resources Action Programme (WRAP) is using the strapline 'Food Waste: It's Out Of Date' and the campaign wants to encourage us to look at food waste from a new perspective, reconnecting people emotionally with food, changing hearts, minds and attitudes.
They want to start a journey to create a nation of UK citizens who highly value food; citizens who love it, appreciate it and care passionately about it.
The vision is a nation where food waste has become socially unacceptable; and has become 'out of date'.
Deputy Leader and Cabinet Member for the Environment, Highways and Strategic Transport, Councillor Karen Shore said: "We need to change the way we buy food. Change the way we use food. And change the way we feel about wasting food. When we waste food, we're wasting the resources it takes to produce it and the hours it takes to make it.
"That's why every day we don't act, it isn't just the 20 million slices of bread thrown away. Or the 920,000 bananas left to rot needlessly. It's so much more, it's the use of precious resources that go into growing our food including water, the deforestation and the climate change that comes as a result.
"Together we can make things better. Let's start putting our old ways of thinking behind us and start making a difference today, to make for a better tomorrow."
Tips and advice to stop food waste can be found on the Out of Date website and the Council's social media channels will be supporting the campaign.
The campaign supports the Council's Climate Emergency agenda and its target to be zero carbon by 2045.