BBVA and Jordi Roca promote food use

2023-12-24 11:00:10

BBVA and Jordi Roca have launched the ‘Fridge Half Full’ initiative with the aim of making the population reflect on the importance of reducing food waste. This is a project that, through a series of videos, shows recipe ideas for cooking at home and giving a second life to leftovers from other days, thus preventing them from ending up in the trash.

Each person wastes an average of 74 kilograms of food per year, according to the UN. Therefore, ‘The refrigerator half full’, a creative idea by BBVA CreativeBBVA’s ‘in-house’ agency, the bank and ‘El Celler de Can Roca‘ is committed to responsible consumption through a sustainable practice such as food use.

Jordi Roca, along with his nephews Marc and Martí Roca, star in several videos showing different situations that can occur in homes when it comes time to cook, but always with a common link: a half-full refrigerator.

“This initiative seeks to promote efficient cooking to reduce waste through culinary tricks that are easy to apply on a daily basis,” said Jordi Roca, pastry chef at ‘El Celler de Can Roca’, who also highlighted that “the idea is seeing the refrigerator – even if it is half empty – always full of sustainable possibilities.

Before choosing to make the purchase quickly – and without prior organization to avoid purchasing more than what is needed – the Rocas, as BBVA highlights, show “in an entertaining and fun way” how to take advantage of what is left in the refrigerator.

In this way, they propose ideas for simple recipes such as ‘The crochet tortilla’, where the traditional tortilla is based on eggs and this well-known ‘snack’; ‘Chicken bikinis’, a recipe that uses leftover chicken to prepare sandwiches; ‘The hummus with chickpeas from an endless tupperware’, where these legumes are turned into a spread; or ‘La pizza Mex’, a pizza made with leftover nachos from a Mexican party.