The Extraordinary Life and Times of Strawberry follows the journey of a single strawberry from farm to fridge, and beyond. Turned plump, sweet, and red under the sun before being plucked, packed, and shipped off to the grocery store, this strawberry represents a future moment of small joy—that is, if it isn’t left to rot in the back of the refrigerator. As time passes, the excitement and joy fades, and the strawberry faces its ultimate fate: going to waste in a garbage can.
The problem of food waste is as easy to solve as it is to overlook. The National Resources Defense Council (NRDC) has discovered that American consumers waste 40% of food, and this is an issue that the US needs to take more seriously.
The goal of this campaign is two-fold: first, to raise awareness of this issue, and second, to provide behavioral changes and actionable tips to help end food waste.
And let’s face it, the U.S. is behind on this issue. In our research, we saw that food waste is just beginning to become part of our national conversation. If we can raise awareness and help people save in their households, our hope is that it will have a ripple-effect across all aspects of our food supply.