Abstract:
This research study addresses food wastage in the dairy industry and the challenges that consumers face when it comes to the understanding of date labeling. The study also looks into packaging as the potential contributor to dairy products being wasted within households. The study also highlights what the Clover brand, well known within the dairy industry, is doing when it comes to food wastage and what sort of educational and marketing strategies have they applied to help the address the food waste problem. This study gains insights into whether or not consumers are satisfied with the way dairy producers are labeling the products and educating them on the actual shelf life of various dairy products, or do they think the responsibility lies with them as consumers to educate themselves and prevent food waste. The sample size included 10 participants, female and male, that reside in Johannesburg. The age ranged from 25 to 45, and all were working individuals with buying power. The data collection method used was in the form of focus group and the data collected was recorded and reflected in the form of narrative and graphical data. The study highlights the confidence that consumers have on their understanding of date labels, however, there’s signs of doubt as most asked for producers to do educational campaigns around date labels. The evidence drawn in this research is in line with previous literature on the prevalence food waste due to date labels and packaging. What it also highlights, is that the lack of education by producers to help consumers. The research study concludes by suggesting what brands like Clover can do to be more impactful in the lives of their consumers and help in the fight against food wastage, what sort of approaches can be followed to help achieve the more meaningful brand status.
