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News article reporting on a Sainsbury's independent "Waste Less, Save More" study that "sifted through hours of Britain’s favourite soaps to identify the show whose characters waste the least food" announcing that "residents of Emmerdale are the best at wasting less." Article also announces the news that Swadlincote, Derbyshire, will receives £1m worth of investment through Sainsbury’s Waste less, Save more initiative, beating off 188 other UK cities and towns.