Food waste: Rome, Reggio Emilia and Pesaro the most virtuous cities

Rome, Reggio Emilia and Pesaro: these are the most active and virtuous Italian cities in the fight against food waste in 2024. This is according to Too Good To Go , which conducted research in collaboration with YouGov to highlight the lights and shadows in the relationship between Italians and food . According to the ranking drawn up, which analyzed the number of meals saved in 2024 in provincial capitals, dividing them by size, a widespread involvement emerges throughout the Peninsula. Looking at the large cities, Rome is in first place, followed by Milan , Turin , Genoa and Bologna . In these urban centers there is continuous growth in awareness and adoption of anti-waste solutions. Reggio Emilia instead leads the ranking of medium-sized cities, followed by Modena , Verona , Cagliari and Padua . Here the active participation of citizens stands out, supported by a solid network of participating businesses. Even the smallest entities play a crucial role. Pesaro is in the lead, followed by Cuneo , Pavia , Pisa and Lecce . Despite their lower absolute numbers, these cities show a strong local sensitivity and a high level of adhesion to the initiative.

However, while on the one hand the issue is felt - 99% of those interviewed recognize the importance of reducing waste - on the other hand one in three Italians (31%) admits to throwing away food at least once a week . A percentage that rises to 38% in southern Italy and reaches 44% among parents with minor children. On the contrary, those over 55 seem to be the most virtuous , with 34% declaring that they never waste food. But what actually leads to throwing away food? 41% of those interviewed admit to forgetting products in the refrigerator or on the pantry shelves , with a peak in the north-west (47%). This is followed by exceeded expiry dates, particularly frequent in the north-east, and excessive portions cooked at home, a behavior more widespread on the islands and in the south of the country. “Awareness is growing on the issue, but what we have learned is that people still don't know enough about how to reduce waste,” says Mirco Cerisola, Country Director Italy of Too Good To Go . “Whether it's daily shopping, using an app or changing consumption habits at home, a lot can be done. We need to help people save money and protect the planet by reducing food waste, taking into account regional and cultural differences.”

When it comes to grocery shopping, 72% of Italians regularly check product expiration dates , but attention drops among younger people with only 60% of 18-24 year olds saying they do so. Planning remains limited: only 27% organize weekly meals in advance, and 55% use a shopping list. Positive signs emerge from the attention to products close to their expiration date: 32% choose them voluntarily to reduce waste. The good news is that, once cooked, most Italians try not to waste food: 78% say they consume it in the following days, a practice particularly widespread in the center (82%). 53% freeze it, especially in the north-west (60%). 43% transform leftovers into new recipes, while 16% share them with relatives, friends and acquaintances, especially in the south (20%) and on the islands (22%).