News

FSA urges people in Wales to “face freezer fears” in a bid to tackle food waste

Published

9 years ago

July 4, 2016

shutterstock_172214228 MISCONCEPTIONS about how to freeze food safely are contributing to food waste in Wales and across the UK, according to new research by the Food Standards Agency (FSA).

The research – released as part of Food Safety Week (Jul 4 – 10) – identified a number of freezing ‘myths’ that are preventing people in Wales from using their freezers to make food go further. 37% of those interviewed think that food should only be frozen on the day of purchase to be safe; 34% incorrectly said it is dangerous to refreeze meat after it has been cooked; and 39% wrongly believe that food can become unsafe to eat while in the freezer.

Three quarters (75%) of people surveyed in Wales have thrown food away in the past month, with bread (46%), fruit (39%), vegetables (34%) and leftover meals (25%) topping the list. The most common reason given by respondents in Wales for throwing food away is that they had bought too much of it, cited by 34% of people. 31% admit to throwing food away because it was past its ‘use by’ date, and over half (56%) say they feel guilty when they throw food away. However, the reasons given can all be avoided by making better use of the freezer.

In response, the FSA is focusing this year’s Food Safety Week on helping people to understand how to waste less food safely by making more of their freezers. Furthermore, the FSA, working with Defra and WRAP, has announced that it will be launching a review of the guidance provided to the food industry on date marking on food. This will include consideration for whether the remit of the guidance should be expanded to cover food storage and freezing advice for consumers.

The research also found that 93% of people in Wales say there are foods they would never freeze. A quarter (25%) of those surveyed in Wales would never freeze meat that was cooked after defrosting, with 78% of these people saying this is down to worries about food poisoning.

Steve Wearne, Director of Policy at the FSA, said:

“Every year, we throw away seven million tonnes of food and drink from our homes. Much of this waste is unnecessary, and a better understanding of how to freeze food safely could go a significant way towards tackling the problem.

“Our research shows that many of the fears the public has about freezing food are unfounded and we need to ensure they know the facts. 33% of the people we spoke to in Wales said that more information about how to safely freeze food would help them to reduce their food waste – that’s why freezing is the focus of this year’s Food Safety Week.

“The freezer is like a pause button, so you can freeze foods right up to the ‘use by’ date. While food is kept safe in the freezer, it’s the quality that deteriorates over time, so we recommend eating it within three to six months and checking for any freezing instructions on the packaging. Once defrosted, the pause button is off, so defrost food as and when you need it and eat it within 24 hours of it being fully defrosted.”

Helen White, food waste expert at Love Food Hate Waste, said:

“In the UK each household wastes the equivalent of about six meals a week, which is bad for our pockets and the planet! Reducing food waste is a big challenge, so the Love Food Hate Waste campaign is delighted to lend its support to Food Safety Week, which aims to raise awareness of this important issue. Freezing food is one of the little things we can all do to make a big difference and the best bit is that most foods can be frozen – even those you wouldn’t expect! For more fantastic freezer facts, visit wales.lovefoodhatewaste.com or hoffibwydcasaugwastraff.com.”

Top 10 tips to help reduce food waste

1) Know the difference between “use by” and “best before” dates

“Use by” dates are the most important ones to consider, as these relate to food safety. Most foods can be frozen safely up until the “use by” date, but not after.

“Best before” dates are about quality, not safety. When the date is passed, it doesn’t mean that the food will be harmful, but it might begin to lose its flavour and texture.

2) Don’t trust the sniff test!
Food can look and smell fine even after its use-by date, but that doesn’t mean it’s safe to eat. It could still be contaminated. You cannot see, smell or taste the bugs that cause food poisoning.

3) How long can I freeze things for and what about the Use by date?
Foods can be stored safely in a correctly functioning freezer for years without going off. The freezer is like a pause button, so you can freeze foods safely right up to the “use by” date. Whilst food is kept safe in the freezer, it’s the quality that deteriorates over time, so we recommend consumption within three to six months to ensure the best quality, and check for any freezing instructions on the packaging.

Once defrosted, the pause button is off, so it’s best to defrost food as required and eat within 24 hours of it being fully defrosted.

4) When should I freeze food?
Many people believe food can only be frozen on the day of purchase – as often recommended by retailers to preserve the quality of the food. However, you can safely freeze most foods right up to the “use by” date. Although it would be good to freeze the food as soon as you know you aren’t going to use it before its “use by” date expires.

5) Did you know that you can safely freeze raw and cooked meats?
You can cook defrosted meat into a new meal and freeze for use on another day. Simply defrost overnight in the fridge (be careful that raw meat doesn’t drip on any other foods in the fridge and check it is thoroughly defrosted), use within 24 hours and cook until steaming hot.

6) How long can you freeze meat for?
Generally you can freeze meat for a long time and it will still be safe to eat, but the quality will deteriorate so it’s best to eat it within three to six months to ensure it’s of the best quality. Don’t worry if it’s frozen for longer – try marinating it before cooking to improve texture or use herbs and spices to add flavour.

7) Make the most of multi buys
If you are taking advantage of multi buys or larger pack sizes (e.g chicken breasts) you can freeze them individually in smaller bags to avoid having to eat them all at once. You can also cook enough for two (or more!) meals and eat one and freeze some for later – this avoids waste and minimises the effort of cooking.

8) Batching cooking
Batch cooking, cooking new meals from leftovers and freezing of homemade foods, can be a great way of saving money (and time) and using up foods approaching their Use By date as well as reducing waste.

9) Wrap up
It is best to place food in an air tight container or wrap food well in freezer bags, freezer wrap or cling film before placing in the freezer otherwise the cold air will dry it out. Try to expel any air from freezer bags.

10) Planning
Try and get into the habit of checking what you already have in the fridge and freezer before you go shopping. Use up foods that are approaching their Use by date and other fresh foods like fruit and vegetables, meat, fish, cheese or milk first as these can go off over time.

Business

New digital toolkit aims to future-proof rural Welsh businesses in AI search era

Published

4 seconds ago

December 16, 2025

Tom Sinclair

A NEW digital toolkit developed in Ceredigion is being hailed as a potential game-changer for small businesses in rural Wales, as artificial intelligence reshapes how customers discover local services online.

Created by Antur Cymru Enterprise, the SMART Busnes programme is giving Welsh SMEs an early foothold in Answer Engine Optimisation (AEO) – a rapidly emerging discipline focused on how businesses appear within AI-generated search responses.

As AI-driven tools increasingly replace traditional search results with instant, conversational answers, SMART Busnes – supported by the UK Shared Prosperity Fund – has launched one of the first practical AEO toolkits available in Wales.

The initiative is being led by Digital Business Advisor Lynne Rees and centres on a new insight framework known as Agentic AEO. The approach is designed to help rural and micro-businesses remain visible online as search engines and AI platforms prioritise structured, easily interpreted information over conventional keyword-based webpages.

Kevin Harrington, Project Manager for SMART Busnes, said the shift represents a fundamental change in how businesses need to think about their online presence.

“AI search is here to stay, and our Agentic AEO insight series isn’t a tweak – it’s a reset,” he said.

“It’s about helping Welsh SMEs show up wherever customers search: on Google, on social media, and increasingly within AI-generated answers. This gives rural businesses access to the kind of digital advantage that large brands often pay thousands of pounds for.”

Traditional search engine optimisation is already being overtaken by AI-led systems such as Google’s Search Generative Experience and tools like ChatGPT, which provide direct responses rather than lists of links.

For small businesses, this presents a growing risk. If online content is not structured in a way AI tools can understand, businesses may fall below the point where potential customers ever see them.

Agentic AEO focuses on improving clarity, structure and user intent across websites, social media platforms and Google Business Profiles. By presenting information in formats AI systems can easily process, businesses can improve both visibility and credibility within automated responses.

The SMART Busnes AEO Insight Series provides practical support, including step-by-step guidance on restructuring webpages, examples of effective layouts, and tailored AI prompts to help business owners produce optimised content quickly and affordably. Even modest changes – such as a website review, targeted content update or short advisory session – can influence how a business appears in search results over the coming year.

Antur Cymru chief executive Bronwen Raine said the programme was designed to help businesses adapt to long-term change.

“SMART Busnes was created to support small businesses through change, not simply to chase trends,” she said.

“The Agentic AEO insight series shows how Shared Prosperity Fund investment is driving genuine innovation, building confidence, skills and sustainability across local economies.”

With many SEO providers in Wales still focused on older techniques, SMART Busnes is positioning Ceredigion and the wider Mid and West Wales region at the forefront of AEO adoption.

By translating emerging digital theory into accessible, practical support, the programme aims to strengthen resilience among rural enterprises and ensure they remain visible, trusted and competitive in an AI-led future.

More information about SMART Busnes and the support offered by Antur Cymru Enterprise is available via the organisation’s website.

Business

Unemployment in Wales rises to highest level in a decade

Published

6 minutes ago

December 16, 2025

Tom Sinclair

Welsh jobless rate hits 6.1% as Conservatives blame Labour and Plaid budget deal

UNEMPLOYMENT in Wales has climbed to its highest level in ten years, according to the latest labour market figures.

Statistics covering September and October 2025 show the unemployment rate in Wales now stands at 6.1 per cent — the highest since mid-2015. The figure represents a rise of 1.4 percentage points compared with the previous quarter and remains higher than the UK average.

The increase comes amid continuing pressure on households and businesses, with higher costs, weaker growth and ongoing uncertainty affecting parts of the UK economy.

The figures have prompted criticism from the Welsh Conservatives, who have blamed both the UK Labour Government and the Welsh Government for what they describe as a deepening employment crisis in Wales.

Commenting on the data, Welsh Conservative Shadow Cabinet Secretary for Economy and Energy, Samuel Kurtz MS said the Welsh Government needed to take urgent action.

“Labour and Plaid’s unemployment crisis is deepening; the Welsh Government must get a grip,” he said.

“Rachel Reeves’ latest budget has hit business hard, with unemployment rising every month under Labour and yet again higher here in Wales than elsewhere.

“Labour can’t be trusted with the economy. The Welsh Conservatives are offering a bold and costed tax-cutting agenda to kickstart growth, including the abolition of stamp duty and cuts to business rates, but Plaid and Labour’s stitch-up of a budget deal will mean more of the same economic decline.”

The Welsh Government has previously argued that employment figures are influenced by wider global and UK-wide economic challenges, as well as long-standing structural issues within the Welsh economy, including lower average wages and higher levels of economic inactivity.

Ministers have pointed to investment in skills, apprenticeships and infrastructure as part of efforts to support jobs and stimulate growth, while also noting that key economic levers remain reserved to Westminster.

Economists caution that quarterly unemployment figures can fluctuate and should be viewed alongside longer-term trends, including economic inactivity and underemployment.

However, with unemployment now at its highest level for a decade, pressure is increasing on both the UK and Welsh governments to demonstrate how their economic policies will deliver sustained job growth in Wales.

News

Clubs event inspires girls to try new sports

Published

11 minutes ago

December 16, 2025

Tom Sinclair

MORE than 50 young people took part in a multi-sport taster event designed to encourage girls to get involved in new activities.

The Sport Pembrokeshire Community Clubs event was held at Fishguard Leisure Centre on Sunday (Dec 1) for pupils from Ysgol Bro Gwaun and its feeder schools, with sponsorship from Valero.

Local sports clubs and activity providers offered a wide range of sessions, including cricket, self-defence, rowing, dance, hockey, tennis, table tennis, rugby and basketball. Water for participants was kindly provided by Princes Gate.

Young Ambassadors from Ysgol Bro Gwaun also played a key role in helping the event run smoothly.

Dan Bellis, of Sport Pembrokeshire, said: “It was a fantastic evening and it was brilliant to see so many young people and coaches in attendance.

“There was a wide range of activities on offer and everyone clearly enjoyed themselves.

“We hope the girls who took part have discovered a new sport or activity and will continue their involvement with the local clubs and providers who supported the event.”