Halloween is full of treats and seasonal fun, but there’s a darker side to this festive season—food waste. Every year, 18,000 tonnes of pumpkins are discarded in the UK after Halloween, contributing to the nation’s growing food waste problem. Pumpkins, often carved and then tossed away, are just one example of how festivities can lead to unnecessary waste.

Our recent study shows that while 4 in 5 people feel confident in their ability to reduce food waste, habits don’t always follow intentions. 21% of respondents admit to frequently throwing away leftover food, revealing a gap between confidence and consistent action. With Halloween serving as a significant source of waste, small steps could make a substantial difference.

When asked who should take responsibility for tackling food waste, 57% of respondents believe the general public holds this responsibility. This view suggests that reducing food waste is seen as a community effort, yet many people may not know where to start. With Halloween, there’s an opportunity to transform habits by using pumpkins beyond decoration—whether by roasting seeds, baking pumpkin pies, or making soups. For those who prefer not to cook, composting pumpkins is a simple, eco-friendly option to reduce landfill waste.

For brands, this shift presents both a responsibility and an opportunity. Companies can lead the way by promoting sustainable food practices, such as offering recipe ideas for leftover pumpkins or hosting community composting events. Retailers selling pumpkins, for example, might provide information on cooking with pumpkin flesh or recommend composting services, positioning themselves as champions of sustainability. By addressing food waste, brands can tap into consumer values, create a positive environmental impact, and build stronger connections with customers who are increasingly mindful of the planet’s resources.