The Prime Minister's call to make the saving of food as important as saving energy has prompted the My Shop is Your Shop (MSYS) campaign to recognise the issue as a positive sales builder for local shops.
Campaigners believe consumers should be encouraged by independents to buy food as they need it by making more frequent visits to local shops, thus avoiding waste.
The FWD PR Action Group (PRAG), which drives the campaign, has added the development to its agenda as a community-based ethical issue
On his way to the G8 Summit in Japan on June 6, Gordon Brown urged British consumers to stop throwing away edible unwanted food. Commentators said the big weekly shop at the Big Four produces food wastage costing an average of £8 a week for every family in the country.
They said much of this wastage arises from promotional incentives which lure shoppers into buying food which ends up in waste bins.
The Cabinet Office says the UK throws away the equivalent of £420 worth of food for every home each year.
Alan Toft, chairman of MSYS, said: "This is an average figure which shows that many homes throw away much more. Consumers could reduce this wastage or avoid it completely if they bought food locally, when they wanted it, instead of falling prey to multiple temptations to buy more than they need.
"We are looking at a campaign under the theme of 'Stop Waste, Shop Local' which will urge retailers to encourage the local community to see the advantage of buying only what they need at the local store, visiting the shop two or three times a week and not throwing any food away.
"This activity is trade based, alerting retailers to the opportunity and for them to use their interface with the public on the issue. We do not have a budget for a consumer advertising campaign but the retailer interface with the consumer is just as efficient.
"The arithmetic will be crystal clear to households feeling the impact of soaring food, petrol and energy bills," said Toft.
He added: "Local stores are increasingly offering value lines which can compete with the Big Four. Wholesalers will see the opportunity as they plan their credit crunch programmes to help their retailers survive through the economic downturn."
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