We live in an age of consumerism that came about after the austerity of the Second World War where companies sought to convince consumers that they always needed more, particularly when it came to food. For that reason, our wasteful food habits are a generational problem, or at least according to Henry Dimbleby, a co-founder of the healthy U.K. fast-food chain Leon (which, as it happens, will be expanding into the U.S. for 2016). ‘Growing up’, he says, ‘our fridge would always be full of tiny little bowls of leftovers of meals, my mother didn’t waste anything’. Running concurrently with the rise of big supermarket chains, which often in competition with one another to price perishables like meat, fruit and vegetable at the lowest cost for the consumer, there has been a dwindling realization about how much money can be saved on food. ‘People throw away food because it is not a big enough part of their income,’ he adds, and because many of us forget the true value of food, we perhaps don’t realize how much we throw away every day.