A Decade of Measuring Food Waste and Rescue in Israel

Beyond policy change, consumption patterns, food culture, and food management at both the household and institutional levels play a major role in tackling food waste. Daily consumer decisions—from grocery shopping to behavior at home, in restaurants, and in hotels—directly affect the volume of food waste. Over the past decade, there has been a steady global increase in public awareness of the issue. According to a consumer survey conducted across 11 European countries, consumer awareness of the food they waste has doubled in recent years, reaching 72%.[1] Yet even in Europe, as in Israel and many other countries, a gap persists between awareness and actual behavior. A public opinion survey conducted by the Midgam Institute on behalf of Leket Israel in December 2024 found that while awareness is high, food waste remains widespread: 78% of respondents said they buy fruit and vegetables based on what they expect to consume, however 77% admitted to discarding uneaten food. Among those who claimed to shop carefully, 76% still reported throwing away food to some extent, and among those who said they buy more than they need, 91% reported wasting food. In addition, 39% of Israelis admit that the external appearance of fruit and vegetables influences their purchasing decisions, rising to 54% among young adults aged 18–24.

Engaging the younger generation is considered one of the most effective ways to shape long-term consumption habits and reduce food waste over time. In the European Union, the School Fruit and Vegetable Scheme distributes fresh produce in schools alongside nutrition education, based on the understanding that eating habits are formed at an early age. In the United States, the Fresh Fruit and Vegetable Program (FFVP), operated by the U.S. Department of Agriculture, provides children in under-resourced schools with fresh fruit and vegetables in addition to their meals. Evaluations of the program show increased consumption among participating students. In the United Kingdom, the Jamie’s School Dinners initiative led to a revamping of school menus, incorporating healthier ingredients and raising awareness among students and parents about the importance of proper nutrition. In Hungary, the Project Wasteless program focuses not only on nutrition but also on food waste reduction. Through lessons, games, and school activities, the initiative has succeeded in reducing avoidable food waste by up to 22%. In Israel, Leket Israel’s Leket Bri’ut (“Leket Health”) program aligns with this global trend, by combining the distribution of fruit and vegetables with nutrition education in schools, including education on food waste prevention. Findings from the program’s evaluation show that in 2024, it contributed to increased fruit consumption among parents, particularly in families experiencing a decline in food security, creating a protective effect during a time of crisis. However, the fact that the behavioral change among children themselves was not substantial highlights the challenge of transforming early awareness into lasting habits, and reinforces the importance of consistent, long-term education that begins at an early age.

In the institutional catering sector, new consumer trends are gaining momentum. Across Europe, supermarket chains are offering “imperfect” fruit and vegetables, and hundreds of restaurants have been awarded the Michelin Green Star, which recognizes establishments that meet high sustainability standards. Globally, zero-waste restaurants are becoming a growing trend, including in Israel, where some restaurants have embraced the concept of maximizing the use of each ingredient.

In the hospitality sector, a clear global shift is underway to rethink the traditional buffet format in an effort to reduce food waste. For example, the Scandic hotel chain has reduced pastry sizes, the Ibis hotel chain uses smaller plates to encourage guests to take less food, and hotels such as Novotel Bangkok Sukhumvit display signs with direct messages encouraging guests to avoid waste.

A study conducted in Israel in 2025 examined food waste at hotel breakfast buffets. The findings revealed that guest behavior, according to hotel managers and chefs, is perceived as the primary driver of food waste, followed by overpreparation and excessive serving by the hotels themselves. Behavioral explanations identified in the study include guests’ desire to “get their money’s worth” by overloading plates, and a fear of missing out on tasting opportunities.

In Israel’s major hotel chains (Dan, Fattal, Isrotel), the traditional breakfast buffet has remained largely unchanged and continues to be a defining part of the Israeli hospitality experience. However, among smaller boutique and luxury hotels, there is a noticeable shift toward more measured approaches, including a move to individual portions, or hybrid models combining smaller buffets with table service.

Over the past decade, there has been a growing global trend of integrating food waste reduction into corporate responsibility and ESG (Environmental, Social, and Governance) strategies. According to S&P Global’s 2025 Global Sustainability Report, which reviewed thousands of publicly traded companies, there had been a steady rise in the inclusion of food waste reduction targets in corporate sustainability reports. The percentage of companies addressing this issue increased from 12% in 2022 to approximately 18% in 2024. Furthermore, the data show that around 9% of companies are actively implementing strategies for repurposing surplus food, while roughly 8% are running dedicated programs to reduce food waste. Some have even established measurable goals and timelines to track their progress. In Israel, corporate responsibility in this area is also gaining traction, especially among companies in the food sector. Strauss Group, for instance, has been incorporating food waste reduction targets, surplus donations, and process optimization into its ESG policy for several years now. Sodexo Israel, the institutional catering and services company operating as part of the global Sodexo Group, reported in 2024 a 40% reduction in food waste through the use of the Leanpath Watch-Waste system, preventing the disposal of over 16 tons of food.

In terms of public awareness initiatives, Israel’s Food Waste Awareness Day was launched in 2019 by The Natural Step Israel (TNS) and was expanded two years later into a full awareness week, engaging hundreds of organizations and municipalities. Community initiatives were launched, including the placement of public fridges in markets, and the development of the Israeli app Spare Eat, which enables businesses to offer discounted surprise baskets of food that would otherwise be discarded at the end of the day.

Alongside positive shifts and rising awareness, the persistence of the “value–action gap”—where consumers hold pro-environmental attitudes but struggle to act on them—has emerged as a significant behavioral barrier. A 2025 study published in Scientific Reports examining Generations X and Y in Hungary found that even when individuals were highly aware and willing to reduce food waste, ingrained consumption patterns and cultural perceptions limited actual behavioral change.[2] Another study, published in 2024 in Humanities and Social Sciences Communications, found that intentions to reduce food waste often fail to materialize due to obstacles such as lack of time, unsupportive environments, or social norms. The researchers suggested that reinforcing factors such as ability, opportunities, and social incentives can help bridge the gap from intention to action.[3] Similarly, a 2021 study in Sustainability found that even consumers with strong “green” values often face external barriers, such as cost, consumer norms, or lack of infrastructure, which prevent them from consistently adopting environmentally responsible behaviors.[4]

These findings demonstrate that while the positive trend of growing awareness and isolated changes is important, it is insufficient. Reducing food waste requires a combination of consumer responsibility, effective public policy, economic incentives, and systemic support—without which the gap between values and actions will persist.