How many times have you tossed out leftovers thinking, “It’s just a bit”? The Lost Food Project (TLFP) wants you to think again and maybe even film it.
In celebration of World Food Day (Oct 16), TLFP has launched the #FoodHero challenge, a social media movement calling on Malaysians to get creative about reducing food waste. The idea is simple:
Start your Reel or TikTok with “I’m a #FoodHero…” and show your best food-saving hack, maybe a leftover remix, freezer trick, or compost tip.
Adding humor to the cause, comedian Kavin Jay joins the challenge with his signature wit, proving that saving food doesn’t have to be serious business. Model and sustainability advocate Natalie Prabha will also be dropping her own #FoodHero reel soon.
“Food waste is something we can all help reduce, starting from our own kitchens,” said Sarah Grasset, VP of TLFP. “The #FoodHero challenge is about inspiring creativity and showing that small actions make a big difference.”
Since the start of 2025, TLFP has already rescued over 6.1 million meals’ worth of food, preventing 5.3 million kilograms of greenhouse gas emissions, and they’re not slowing down.
So if you’ve ever turned old rice into fried rice, blended bruised fruits into smoothies, or made soup from scraps, congrats you’re already a #FoodHero. Now it’s time to show the world.
Post your “I’m a #FoodHero…” video, tag @thelostfoodproject, and include hashtags #FoodHero #WorldFoodDay #ZeroFoodWaste for a chance to win exclusive eco-friendly goodie bags.
Watch Kavin Jay’s reel here and check out the campaign launch clip here.
Because saving food isn’t just sustainable it’s seriously cool.