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Such a fabulous campaign! I never really thought of menu planning and shopping as anything but a normal thing to do. In France, where I grew up, it is a perfectly natural thing to do, to go each day to the market and buy what you need and only what you need for that day. Chicken bones become stock for soup and so on. The amount of food wasted is terrifying and obscene, with so many millions in the world hungry, it should change the way people think.

Imojen Du Fours, Ludlow