Dr. Maria Snell:

This is a huge problem. We have market tools we can use and when they are used appropriately they can really help. For example, seasonality within the sector can be used if there are certain issues with backlog, to clear out those gluts in the sector or in that particular chain. However, of course it is a problem when we are selling below cost because then we do not have enough appreciation of or value the product.

It sends out the wrong signal when a bar of chocolate at the till can cost more than a bag of carrots. It goes back to our relationship with it. It feels more disposable. This feeds into the mindset that we can just get rid of it and get more. It is a huge behavioural piece we have to do. It is not just about education and awareness, but behavioural change. Certain patterns have set in and certain mindsets are there. It is huge, thinking of that side of it. As well as raising awareness and changing how we interact, we need to look at our daily habits. We all have a part to play in this.