Next time you scrape leftover food into the bin, you're going to hear Hugh Fearnley-Whittingstall in your head, asking whether or not you could have transformed those scraggly bits into something delicious. He is on a mission to end food waste and wants you to join him.
The 50-year-old celebrity chef, famed for his River Cottage series and books, is horrified at the amount of food and leftovers we chuck in the bin, and sees odds and ends as "a really legitimate source of ingredients".
"More than half the meals I put together incorporate something from a previous meal, or something that's knocking around or needs eating up, that's wagging its finger at me saying, 'If you don't eat me soon I'll be on the compost'.
"This is something that's very ingrained in me, but talking to others, it's something people don't always have a lot of confidence around," he says, explaining the drive behind the book.
His recent BBC series, Hugh's War On Waste, set out to challenge people and companies to radically reduce the amount of food waste they produce.
"Food waste is a solvable problem. We just need to be a bit smart about how we address that, and if we're going to demand that of the supermarkets – and I think we should – we also have to be ready to do our bit."
So join him now via this link and conduct your own 'War on Waste'