In the UK – where 15 million tonnes of food is thrown away annually – supermarkets are mucking in to minimise waste. But how responsible do consumers feel? After all, 40% of them throw food away at least weekly. Canvas8 sat down with 20 Brits to find out how guilty they feel about wasting food.

Around 50% of the world's food is wasted, but most people are unaware of just how much they throw away. In response, Sainsbury's is trialling the Winnow app, which acts as a smart meter to monitor food waste, hoping to change behaviour by drawing attention to the amount that goes in the bin.

In John Lewis’ annual round-up on how Brits shopped, lived and looked in 2016, it revealed that men turned sleepwear into streetwear, interiors went tropical – and that the avocado was the super ingredient of the year. While Valentine’s confectionery plummeted, avocado-related products surged.

Between 30% and 50% of the world’s food is wasted. As food concerns and interest in ethical living continues to grow, are we becoming more open to eating less-than-perfect ‘ugly fruit’ or dining at a ‘past its sell-by date’ restaurant? But is food waste really good enough to eat?