Case Study: City of Melbourne drives food waste behaviour change with Ellis Jones

City of Melbourne drives FOGO behaviour change with Ellis Jones and targets 40% food waste diversion

The City of Melbourne faced the challenge of motivating its diverse population to improve food waste recycling behaviors in order to meet organic waste diversion and contamination targets. The city commissioned the vendor Ellis Jones to develop an evidence-based waste behavior change strategy and plan.

Ellis Jones conducted comprehensive research, including focus groups and system mapping, to develop a tailored three-year behavior change strategy. The outcomes included strategic approaches for different dwelling types, identification of potential partners, and a plan to regulate system maturity. Ellis Jones's work was endorsed by the council and their approach was excitedly received by the M9 group of Melbourne councils for potential adoption.

City of Melbourne