The print ad launched today alongside an online film (above), which details how Tesco has "no time for waste". Tesco has committed to ensuring that no food fit for human consumption will be wasted by its retail operation by the end of 2017.
Dave Lewis, Tesco’s chief executive, explained in a call with journalists how the brand is keen to strengthen its trust among consumers.
He said: "What people need now is trust in the business behind the brand and for a business like ours at Tesco we want our customers to know we behave responsibly on their behalf.
"That element of service is purpose-driven and builds trust but is exactly what anyone in the UK should expect from a business like ours."
Lewis added the retailer has been "at the forefront" of food waste since 2009 and is now trying to push that agenda further.
He said: "Tesco got itself into a difficult space [in recent years] but the way we’re working with suppliers now is we’re seeing a different way of operating.
"This is us behaving consistent with what Tesco is all about and challenging ourselves a bit more to have a broader impact than ourselves. It’s something the industry should do in total because its economically, socially and morally the right thing to do."
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