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It is a joy working with Barley. They combine great strategic insight with an ability to tenaciously deliver results. On top of that they are an absolute pleasure to work with.
Trewin Restorick
CEO, Hubbub
Organisation type
Charity/third sector
Sector
Environment and sustainability
Food and nutrition
Service
Hubbub launched the world’s first Community Fridge Network in 2017—a practical, community-led solution to reducing food waste. The model is simple: open-access fridges where residents and local businesses can share surplus fresh food for anyone to take. Barley supported the national launch and continues to provide ongoing communications support.
Our objectives were to drive local awareness as new fridges opened, build national understanding of the Community Fridge concept, inspire more communities to get involved and attract further funding. Ultimately, the goal is to stop good food going to waste.
Reducing food waste was the central message, but the Network also offers welcoming access to fresh, healthy food. With food banks often viewed as the default response to food insecurity, our communications needed to highlight the value of shared surplus without stigmatising those using the service.
We developed a dual media strategy. Human-centred stories from individual fridges secured engaging features on The One Show, Jamie Oliver’s Friday Night Feast and Radio 4’s You and Yours. Milestones and funding announcements gave us strong news hooks, leading to coverage in outlets including i, Huffington Post, The Guardian and MailOnline.
To broaden reach, we engaged former MasterChef winner Natalie Coleman and zero-waste chef Max La Manna, coordinating broadcast interviews and social content.In 2020, working within Covid-19 restrictions, we managed media activity around the opening of the 100th fridge by HRH The Prince of Wales at Dumfries House—achieving extensive national attention.
Our communications have helped secure funding and equipment from national retailers and manufacturers, supporting significant growth of the Community Fridge Network. Local media coverage has strengthened community engagement; the Network now redistributes an average of 975 tonnes of surplus food every year—equivalent to around 1.9 million meals. Interest continues to grow, with more than 2,000 enquiries about setting up new fridges.
High-profile national coverage has included a full-page feature in the Sunday Telegraph following our hosting of food writer Xanthe Clay, and nationwide reach through broadcast-quality content produced with PA Media. Support from Co-op in 2021 enabled the opening of another 100 fridges across the UK, and the growth of the network has continued to over 700 community fridges in 2025.
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