What would happen if consumers lobbied against food waste?

I highly recommend this podcast update on food waste by Tristram Stuart.
http://www.bbc.co.uk/programmes/b01n9vhr
Stuart is the British food waste maven, who began his explorations as a teen, asking for food waste generated at his school to take home to feed his pigs.
In this broadcast he asks what would happen if food consumers in the rich world spent as much effort advocating against food waste as they do (for example) demanding organic labeling and preventing schools from selling sugary drinks?  We might make a bigger difference, in the lives of the poor and the health of the planet, than we have with any of these other initiatives.
(Doesn't mean you should vote against Prop 37, Californians - only that we need to reach beyond to other issues which pervade every step of our consumer food chain, from grower to dump/compost.)