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News article reporting on new research from YouGov that "reveals British families believe they only throw away 10 meals a month when in fact they waste more than four times that amount." Article also announces the launch of Sainsbury's five year programme to tackle food waste this week "in Swadlincote, a market town in Derbyshire which beat applications from 188 other UK towns and cities to be Sainsbury’s test-bed food waste reduction town." Includes weblink to Sainsbury's "Waste less, Save more" project web pages.