And a massive 4.4 million whole apples are being thrown away untouched every day in the UK. A third of what consumers buy, or 6.7 million tonnes, gets thrown out from UK homes annually, most of which could have been eaten – with fruit and vegetables making up a 40% of this. The top five fruit and vegetables which get binned without being touched are apples, potatoes, bananas, tomatoes and oranges. In response to these figures, WRAP (Waste & Resources Action Programme) has been leading a team to find out why people are wasting so much fresh produce. The study revealed that people throw these foods out because they do not eat it before it goes off. This could be due to storing the fruit and vegetables in the wrong place. More than half of consumers choose to leave fruit out at room temperature, rather then keeping it cool. Dr Liz Goodwin, WRAP chief executive, commented: "By following some simple tips and advice which can be found on our website, we can all be saving money as well as helping the environment." In support of this, Sainsbury's is trialling new storage guidance to customers both in store and on its website. Weblink: www.lovefoodhatewaste.com