Sublicense for Love Food Hate Waste
WasteMINZ on behalf of our members has purchased the licence for the brand and resources relating to Love Food
Hate Waste (LFHW) from The Waste and Resources Action Programme (WRAP). The license grants WasteMINZ the
right to sub-license the brand to councils, organisations and businesses provided they support the National Food
Waste Prevention Project and have agreed not to make a commercial gain from the materials or brand.
WasteMINZ has been granted the right to issue sub-licenses provided that the terms and conditions of the sublicence are on substantially the same terms as the license they have received from WRAP.
Outlined below are a summary of the terms and conditions of the LFHW license which is attached.
In purchasing this sub licence your organisation is entitled to:
1.
2.
3.
4.
Download and reproduce any of the resources in the WRAP partner library which relate to Love Food Hate
Waste.
Insert your organization logo into any resources in the WRAP partner library which relate to Love Food
Hate Waste.
Customise any resources for the New Zealand context in the WRAP partner library which relate to Love
Food Hate Waste. This may include but is not limited to adding New Zealand statistics, changing images,
rewording.
Create New Zealand specific resources and add the branding for Love Food Hate Waste provided that the
Love Food Hate Waste Branding guidelines are followed. (See below)
In obtaining a sub licence your organisation agrees to:
1.
2.
3.
4.
Submit any resources that have been created or customised, to WasteMINZ for sign off, before going to
print or being published. This is to ensure that the branding guidelines have been adhered to. (See below).
Share any resources developed or customised with WasteMINZ so that other New Zealand sub-licensees
can use those resources.
Permit other sub-licensees to use and customise any resources you create
Permit WasteMINZ to share any resources created with other international holders of the LFHW brand in
exchange for the rights to use their resources. E.g. WasteMINZ will permit LFHW Victoria to use the root to
stalk video created by Nelson Environment Centre and funded by Nelson and Tasman Councils in exchange
for having the right to use the cooking videos created by LFHW Victoria.
As the holder of the LFHW license for New Zealand WasteMINZ agrees to:
1.
2.
3.
4.
Create a library of LFHW New Zealand resources which sub-licensees can access
Administer sub-licences per the relevant guidelines
Oversee the sign off process for any resources created or customized by sub-licensees, to ensure they
meet the branding guidelines detailed below.
Maintain the national LFHW Facebook and Twitter accounts for the duration of the license
I agree to be bound by the terms and conditions of this sub-license and to comply with all reasonable guidance
provided by WasteMINZ in relation to the application of the LFHW brand in New Zealand.
Name: ______________________ ______ Position: ______________________
On behalf of (organisation): _________________________________________
Signature: ______________________
Date: _________________________
Summary of branding guidelines for LFHW:
Font: Must be Futura.
Logos: If organisational logos are used on resources then the “proud to support LFHW” logo must be used. Please
see Page 17 of the branding guidelines for spacing and sizing of logos.
Tone of Voice: Critical to the success of LFHW is the positive tone of voice and approach. All LFHW communications
are approachable, friendly, useful, inclusive and interesting.










The solutions are communicated through sharing positive tips and not by lecturing on how to do things
differently.
LFHW is never ‘nannying’, never accusing, never points a finger and never blames.
LFHW never uses shock tactics.
LFHW doesn’t put food waste reduction on a pedestal. While well-known chefs and other people
associated with food may be used to highlight issues and support public relation activities, LFHW makes
cooking and food waste reduction behaviours something we can all do. We don’t have to be a chef to make
the most of the food we buy!
LFHW never uses jargon.
LFHW never makes people feel guilty. Messages are relevant, personal and focus should always include
‘what’s in it for me?’.”
LFHW messages and advice must be in line with Government food safety advice i.e. we follow Food
Standards Authority (FSA) advice on food safety and use their approved wording.
LFHW always offers solutions - a combination of facts (the problem with food waste) with a call to action
(tips and advice).
LFHW encourages people to buy the right amount of food, not explicitly to ‘buy less’.
LFHW does not tell people to buy loose and avoid packaging. Appropriate packaging on food can have a
better environmental impact than selling items loose creating damaged goods – for example protecting
food in transit, giving it a longer shelf life etc.
Images:
 Meals should appear appetising and freshly cooked, where appropriate. Images should be clean and
naturally lit.
 The food or meal should be in sharp focus and the image cropped appropriately.
 Avoid showing food waste as Love Food Hate Waste is about loving food and making the most of what we
buy.
 Imagery of people may be used as supporting photography on materials.
 The people should be happily engaged in positive activities that reinforce the messages and behaviour of
the campaign.
 The people should be naturally lit and in sharp focus.
 Images should be cropped to place the person at the centre of the action