Farmers Union Greek Style Yogurt has launched a new initiative, 'tub-aware', aimed at reducing food waste in Australia. The initiative encourages consumers to reuse their empty yogurt tubs for storing leftovers, and then reinvent them into new meals using the yogurt.

The majority of food waste in Australia originates from homes, with households spending between $2,000 and $2,500 on food that is wasted. The 'tub-aware' initiative is part of Farmers Union's recent partnership with Saveful, a free app that provides recipe inspiration to help consumers save money, food, and time. Farmers Union’s 'tub-aware' packs will be available in Australian supermarkets until late September.

The latest campaign has been created in partnership with Thinkerbell, supported by Starcom as the media agency.

The initiative is being promoted through an integrated campaign including partnerships, social media, influencers, out-of-home advertising, and in-store activity. Farmers Union is owned by Bega Group.

"Farmers Union Greek Style Yogurt is the perfect balance of creaminess and tartness and truly goes with anything and makes everything taste better. A dollop of our delicious yogurt can breathe new life into last night’s dinner, saving those leftovers from ending up in the bin," Nicole Alifragis, Bega Group Brand Manager, said.

Regina Stroombergen, Head Tinker at Thinkerbell, added, "Farmers Union’s 1kg tub makes the perfect container to store leftovers. It’s strong, stackable, easy to clean and just the right size. Given the current cost of living, reducing food waste is really important and just by adding Farmers Union yogurt you can easily make leftover roast lamb into souvlaki, potatoes into potato salad, stewed fruit into bircher and roast vegetables into soup. It’s the most versatile ingredient you can have in your fridge."