LONDON — The United Kingdom-based Packaging and Films Association (PAFA) wants the latest research conducted by Wrap and the U.K. packaging industry to help slay longstanding myths surrounding the role and function of packaging.

The trade association also said it hoped that the "Fresher for Longer" campaign being trialed by retailer Marks & Spencer at its Tunbridge Wells, England, store will be adopted by all retailers, brands and local authorities as a positive tool to change attitudes about packaging and inform consumers of the practical ways of keeping food fresh and cutting out the wastage of food that is "not used in time."

Barry Turner, PAFA's CEO, said: "This report, and the campaign it is linked to, throws into sharp perspective a number of fundamental issues which through myth and misinformation have now become ingrained in U.K. households.

"First and foremost it points to the need for improved understanding by consumers of the vital protection that packaging offers and its enormous potential for storing goods for longer in the right conditions.

"In contrast to the popular belief that there is too much packaging, it highlights the fact that packaging is purpose-designed as a smart solution to reducing food spoilage in the home and, most importantly, by using packaging properly we can all dramatically cut waste."

Turner also pointed out the need for all stakeholders to play an informed part in educating consumers to get their priorities right when it comes to tackling climate change. "I am amazed that in spite of the macro consequences of climate change and the apparently insurmountable challenge of feeding an ever-increasing global population, U.K. consumers still believe that cutting carrier bag usage is more important than reducing food waste. We have to stop and rethink our priorities," he said.