TOWNS across West Wiltshire are vying for a £1m prize from Sainsbury's in an attempt to find a town that has the most effective way of reducing household food waste.

Bradford on Avon, Melksham and Trowbridge all qualify for the scheme, where residents have to nominate their town to become a test bed for cutting down food waste.

Lewis Pancott, store manager at Sainsbury’s Trowbridge, said: “We know that waste, and particularly food waste, is a big challenge for households and it’s something our customers really care about.”

“It would be really great if Trowbridge could benefit from this new initiative. We’re here to help anyone who wants to find out more about applying.”

The national initiative is part of a five-year project by Sainsbury's, in its Waste Less, Save More Initiative, and the company will invest £10m in tackling and reducing food waste.

Innovations could include reward programmes to encourage recycling; new packaging to keep products fresher for longer, educational programmes for local schools and community centres and fridge and bin innovations.

Sainsbury’s, which will work closely with the local authority and key community groups, wants to vastly slash food waste levels binned by families, which on average, stand at £700 of uneaten food a year.

The closing date for applications is October 30 and the winner will be notified in December. To find out more visit www.j-sainsbury.co.uk/wasteless.