Let us assume that 90% of food is wasted before consumers even see it. Any reduction in demand has an outsize waste reduction because every kg results in anothe

Let us assume that 90% of food is wasted before consumers even see it. Any reduction in demand has an outsize waste reduction because every kg results in another 9kg not being produced and wasted further up the chain. So yes that 90% headline should definitely be cut, it is our waste, and we should be doing everything we can our end also.