Look What We Have Done to Fight Plate Waste! A Case of the Iowa State University Joan Bice Underwood Tearoom

Abstract

Foodservice industry professionals have implemented various green practices (i.e., minimizing spoilage) aimed at reducing food waste since customers generate 34% of the total food waste in restaurants. However, customers often become skeptical toward restaurants’ green initiatives which can hinder customers’ engagement in plate waste-reduction activities. This case study explores effective communication tactics that can help overcome consumers’ skepticism and promote their engagement to reduce food waste using the case of the Joan Bice Underwood Tearoom at Iowa State University. Learners will acquire knowledge about food waste reduction practices and communication framing skills about reducing food waste.