Samenvatting

The world is wasting food. This is a problem for the environment, for the economy but also for society. While over the past years, there can be a growing interest recognized there is still no significant change in the attitude and behaviour around food waste. From a business perspective, there may be growth in engagement to lessen the amount of food being wasted, it is not yet the normal to avoid food waste by giving it a second life in form of an ingredient for another product. There are a number of food businesses trying to live by this approach, however they are usually small and inferior to the marketing power of larger food corporates. Especially due to the often-compelling story of the otherwise wasted ingredients, storytelling was considered an interesting tool for them, to showcase to the world what they are doing. This thesis was written with the intention to help small food waste businesses to improve their storytelling. The main focus was therefore on finding an answer to the question 'How storytelling can help to reduce the amount of food waste.' Research about recommended storytelling best practices, keywords and food waste business cases was therefore conducted. In order to result with a guideline for storytelling, literature research, applied on real-life cases was the chosen approach.