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IKEA Is Turning Your Food Scraps Into Ingredients with a New Cookbook

The Sustainability Channel 578 Add to collection

Campaign from Rethink aims to inspire Canadians to reduce food waste in their homes and teach them how to cook with food scraps

IKEA Is Turning Your Food Scraps Into Ingredients with a New Cookbook

To enable Canadians to live more sustainably at home, IKEA Canada releases the new IKEA ScrapsBook cookbook, a collaborative project with 10 North American chefs featuring unique recipes using kitchen scraps. As part of its ambition to become a circular and climate positive business by 2030, IKEA aims to inspire Canadians to reduce food waste in their homes and teach them how to cook with food scraps that often end up in landfills.

“In Canada, research tells us that almost two thirds of food scraps that end up as kitchen waste could have been eaten,” said Johanna Andren, head of marketing, IKEA Canada. “Seeing how much waste is created in one of the most important rooms in the home, we set out to inspire Canadians by giving food scraps another look and offering new, creative ways to reduce food waste at home.”

Featuring renowned chefs like Adrian Forte, Craig Wong, and Trevor Bird, the IKEA ScrapsBook represents a diverse range of cuisines and cultures, each with a commitment to sustainable cooking practices. Each chef has contributed five recipes to the cookbook that is free to download online at IKEA.ca/Scrapcooking and is also available on Apple Books and Google Play Books. The eBook is available to everyone, and members of IKEA Family will have early access to the 50 digital recipes and be automatically entered to win a limited edition physical copy of the 214-page book. 

An estimated 2.2 million tonnes of food is wasted in Canada alone. IKEA Canada wants to actively reduce food waste both at home, but also across its Restaurants and food services. The retailer has already reduced food waste by 31 per cent across its kitchens nationwide and is on its way to achieving a 50 per cent reduction in food waste by the end of this year.

“Food is valuable and precious. We believe that everyone in the food chain has a role to play in preventing and reducing food waste,” said Melissa Barbosa, Sustainability Manager, IKEA Canada. “By providing new solutions and drawing on the passion of our co-workers and customers, we can help tackle Canada’s food waste challenge.”

To support The ScrapsBook, IKEA will launch #Scrapcooking Sundays, a weekly series of live cooking tutorials on Instagram Live hosted by contributing chefs this Spring.

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Credits

Title: The ScrapsBook

Client: IKEA

CCO: Aaron Starkman

Executive Creative Director: Mike Dubrick

Creative Director: Joel Holtby, Jake Lim

Art Director: Dorota Pankowska

Writer: Justin Santelli

FR Writer: Karine Doucet, Isabelle Lamarre and Élise Guillemette

Proofreader: Camille Desrochers (FR), Davina Haisell (EN)

Designer: Erin Struble

Strategist: Shereen Ladha, Stacy Ross

Head of Strategy: Sean McDonald

Producer: Narine Artinian, Spencer Houghton

Production Artist: Brad Kumar

Printer: Lowe Martin Group

Production House: Fuze Reps

Production House Producer: Nicole Gomez

Photographer: Maya Visnyei

Photography Assistant: Rachel Cicoria, Jasmine DeBoer

Photo Retoucher: Lisa Hordyk

Photography Producer: Sara Melvin

Food Stylist: Claudia Bianchi

Assistant Food Stylist: Mia Bachmaier

Prop Stylist: Catherine Doherty

Assistant Props Stylist: Lindsey Clarke

Post Production House: R+D Productions

Editor: Leigh O’Neill

Post Production Producer: Todd Harrison, Megan O’Connor

Transfer & On-Line: Emmett Maloney

Audio House: Vapor Music

Audio Engineer: Art Mullin

Music Director: Ted Rosnik

Audio Producer: Kat Stewart

Date of First Appearance: March 17, 2021

Account Services

Sarah Riedlinger: Group Account Director

Daniel Riggi: Account Director

Catherine Blouin-Mainville: Account Director (FR)

Megan Christopher: Account Manager

Melissa Luk: Account Manager

Gabrielle Bergeron: Account Manager (FR)

Client

Johanna Andren: Chief Marketing Officer

Lena Dukic: Director of Brand Marketing

Jordan Sequeira: Marketing Communications Specialist

Stephanie Smith: Catalogue & Brochures Manager

Caroline Hayes: Integrated Media Leader

Maja Boricevic: Communications Specialist

Jennifer Bauer: Country Integrated Media Leader

Other Credits

Media: Carat

Karen Hrstic, VP - Group Account Director
Tracey Cronin, Account Director
Vanessa Coutinho, Associate Account Director
Monalyn Quelnat, Media Planner
Crystal Kim, Media Coordinator

CRM: Wunderman Thompson

Chefs: Adrian Forte, Trevor Bird, David Gunawan, Fisun Ercan, Lindsay-Jean Hard, Jason Sheardown, Craig Wong, Justin Cournoyer, Andrea Carlson, Christa Bruneau-Guenther

Categories: Home, Furniture

Rethink, Thu, 18 Mar 2021 15:15:13 GMT