Hotpoint, part of Whirlpool UK Appliances Limited, demonstrates its commitment to sustainability, environmental issues and the wider community. Throughout 2018, the brand developed community initiatives, raised vital funds for charity and campaigned to increase awareness of the impact that food waste in landfill has on the environment.
In response to research commissioned by Hotpoint, the company developed its Fresh Thinking for Forgotten Food campaign, which was launched in 2018 in partnership with brand ambassador Jamie Oliver. The Hotpoint research found that two thirds of Brits worry about food waste and admitted to buying fresh ingredients that replace edible food in the fridge. This follows the revelation that in the UK, around 10 million tonnes of food is wasted per year* and a staggering 71 per cent of this is attributed to households**.
The Fresh Thinking for Forgotten Food campaign encouraged consumers to think differently about their leftovers and was inspired by Hotpoint’s innovative Day-1 refrigeration technology. Day-1 encompasses a series of technologies that keep food fresh for longer by ensuring optimal storage of fresh fruit and vegetables. The campaign encouraged consumers to get creative with leftovers, turning the most commonly wasted ingredients into tasty dishes, to decrease levels of domestic food waste that is still edible being sent to landfill sites.
The campaign incorporated the launch of the Hotpoint Fresh Thinking Pop-up Cafe, which was opened to the general public in October 2018, serving dishes that had been inspired by consumers who shared their recipes on how to use up some of the most commonly wasted foods in the UK. The cafe operated on a ‘pay-as-you-feel’ basis, with proceeds donated to FoodCycle, a charity that fights food waste, food poverty and loneliness across the country. In addition to the Pop-Up Cafe, Hotpoint also donated £3 to FoodCycle for each cooking product sold within a selected range. The campaign was successful in raising over £20,000 for FoodCycle.
In addition to promoting sustainability and environmental issues, Hotpoint recognises the importance of community initiatives and supporting charities in its local area. In September 2018, employees took part in a Community Week initiative, which saw the company dedicate over 180 hours to volunteering in Peterborough, where its UK head office is located. Employees volunteered to maintain the garden of Sue Ryder’s Thorpe Hall Hospice, helped at the Guide Dogs for the Blind’s Low Vision Day event and prepared meals and cleaned the kitchens of the FoodCycle’s Peterborough project. This initiative by Hotpoint provided support and help for those in need in the local area.
Hotpoint’s commitment to sustainability, environmental issues and community based initiatives, not only by raising vital funds but also by increasing awareness too, makes them a clear contender for the Social Corporate Responsibility award.
** House of Commons Environment, Food and Rural Affairs Committee Food waste in England Eighth Report of Session 2016-17″