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Abstract A real-world study was conducted with the aim to reduce people’s fresh fruit and vegetables waste within their homes. For 6 weeks participants measured their fresh produce waste. Half the participants were impelled to complete food waste logs whilst the other half was a control group. This was followed by a 6-month monitoring period to establish if changes would last. Fresh produce waste decreased with over a quarter of what the participants had wasted at the beginning of the 6 weeks, for all groups. Additionally, an attitude questionnaire distributed at the onset and at the end of the study showed a shift in pro-reduction of food waste. As this indicated that thinking about food waste prompts engagement, we tested this idea using a different sample group. A questionnaire measuring attitudes and cognition confirmed the importance of thinking and provided further insight into the findings from the first study.