This project is about making the UK’s supermarkets take responsibility for the millions of tonnes of food waste that is generated due to their tight cosmetic standards for produce. This produce is perfectly edible and should be either sold at a discounted price or donated to food banks, not thrown away. My response was to create a cute lighthearted yet informative viral video which would try to entice people to pledge to this cause by signing Hugh Fearnley-Whittingstall’s petition at wastenotuk.com.