You know, I love Costco. It's one of my favourite stores. But my kids are all grown up, so when I go to Costco now and buy that big jug of peanut butter, I look at it and see it's a good price and cheaper than the one that is half the size in the local store. But in the same breath, when I get to the best-before date on my shelf at home, I've probably eaten a quarter of that peanut butter and then realize I have to take three quarters of it and throw it out.
How do you educate consumers and show them that while something may be cheaper, the reality is that they're throwing away and wasting a lot of that product, even though it is cheaper?