League One club Northampton Town FC made a significant impact with its ‘Cobblers Tackling Food Waste’ campaign, winning the Fan Engagement Action of the Year at the BASIS Awards. Judges praised the initiative for its scale relative to the club’s size, its diverse range of partners and methods, and its impressive, data-backed results. The programme, led by Northampton Town FC Community Trust and funded by Hubbub’s ‘Eat It Up’ initiative, leveraged the club’s influence to reduce food waste in Northamptonshire through community engagement, education, and strategic partnerships.
What is the Cobblers Tackle Food Waste Campaign?
The ‘Cobblers Tackle Food Waste’ initiative is a comprehensive community programme designed to reduce food waste in Northamptonshire by encouraging sustainable food practices. The campaign combines direct outreach, workshops, and media campaigns to educate households, schools, and organisations on the importance of reducing food waste. It aligns with BASIS principles of waste management, food and drink sustainability, and community engagement, making it a model of how football clubs can drive local environmental action.
Why Cobblers Tackling Food Waste Stood Out
- Community Engagement and Outreach A key strength of the campaign was its direct engagement with the local community. The initiative reached over 1,209 households, engaged 15 schools, and involved 61 organisations in various activities. Matchday activations, media outreach, and workshops were used to spread the message across a wide demographic, ensuring a significant reach estimated at over 160,000 people. This deep level of community engagement is a standout feature of the initiative, reflecting Northampton Town FC’s commitment to creating a local impact.
- Behavioural Change and Proven Results The programme successfully changed behaviour around food waste. At Millway Primary School, food waste was reduced by 47%, with Year 6 achieving reductions as high as 60%. In households, the campaign saw individual case studies showing a 33% reduction in food waste. Verified by local council data, the initiative also led to an 11% increase in food waste recycling in the region from January to May 2024, illustrating a tangible, community-wide shift toward better food waste management.
- Strategic Partnerships The campaign’s success was underpinned by a strong network of partners, including the local council, waste management provider Cawley’s, and local businesses. These partnerships amplified the initiative’s message through workshops, school visits, and community outreach. Cawley’s played a vital role in educating young students by hosting site visits to demonstrate how food waste is managed. The mix of partners and hands-on educational activities made the initiative not just impactful but sustainable over the long term.
- High Engagement Rates Northampton Town FC’s ability to drive high engagement from a small club platform was exceptional. Unlike many other initiatives that focus on broad reach, this campaign converted outreach into active engagement and action. For example, while many initiatives might engage a large number of people, fewer manage to influence real behavioural change on such a large scale, as seen by the increase in food waste recycling and the significant reductions in food waste at schools.
Sustainable Impact
The ‘Cobblers Tackle Food Waste’ campaign has created a lasting sustainable impact by encouraging the community to adopt more sustainable food practices. Through workshops, matchday activations, and media outreach, the campaign educated individuals and households on reducing food waste, leading to measurable reductions. The strategic partnerships with local businesses and waste management providers further extended the initiative’s reach and credibility, reinforcing the message across the community.
The initiative demonstrated how a football club can act as a platform for social and environmental good, making a difference not just by reaching people, but by prompting meaningful behavioural changes. The programme’s achievements are evident in the increase in food waste recycling and the widespread reduction in food waste, verified by both council data and on-the-ground case studies.
Positive Impact on Sport
The campaign not only advanced environmental sustainability but also showcased the power of sport to inspire action on pressing societal issues like food waste. Northampton Town FC integrated sustainability into the heart of its matchday experience through activations that promoted food waste reduction, embedding the campaign’s message within the club’s everyday operations. This included fan zone activities, matchday programmes, and pre-match and halftime discussions that engaged fans and encouraged them to adopt sustainable behaviours.
By leveraging its platform as a football club, Northampton Town FC proved that sport can be a powerful vehicle for promoting sustainability. The club’s efforts enhanced the reputation of sport as a platform for environmental advocacy and demonstrated how even smaller clubs can inspire significant positive change in their local communities.
Educational Outreach and Legacy
The educational component of the campaign is one of its most valuable aspects. Northampton Town FC used its platform to educate over 1,800 children across 15 schools about the importance of reducing food waste. The club’s influence and reach provided a unique opportunity to engage students, who in turn became ambassadors for food waste reduction in their homes and communities.
Through media coverage, including radio interviews and local press features, the club extended its message far beyond the stadium, ensuring that the broader community understood the importance of the initiative. The combination of education and practical action has laid the groundwork for sustained behavioural change, ensuring that the positive impact of the initiative will continue long after its conclusion.
Conclusion
Northampton Town FC’s ‘Cobblers Tackle Food Waste’ campaign is a shining example of how a small football club can make a big impact. By combining community engagement, strategic partnerships, and educational outreach, the initiative achieved measurable reductions in food waste and increased recycling in Northamptonshire. The campaign leveraged the influence of football to inspire behavioural change, demonstrating that sport can play a leading role in promoting sustainability at a local level.
This initiative not only tackled food waste effectively but also positioned Northampton Town FC as a leader in using sport as a platform for environmental action. Through its comprehensive approach, the club has set a powerful example for other clubs, showing that every kind of club can drive significant positive change within their communities.
