The Ofwat-funded initiative says rinsing rice twice as a substitute of 5 to seven instances may save as much as 5 litres per preparation, whereas a separate marketing campaign urges Muslims to make use of a one-litre jug for wudu
A £270,000 UK water-saving marketing campaign has inspired South Asian and different Asian households to clean rice fewer instances as England faces extreme drought situations, in response to The Telegraph.
The initiative, funded by Water trade regulatpr Ofwat’s Innovation Fund and led by South Staffs Water and Cambridge Water, goals to advertise water-saving habits amongst totally different ethnic and religion communities.
The marketing campaign comes after a number of heatwaves left giant elements of England going through extreme drought, with considerations rising over falling river and reservoir ranges.
Marketing campaign targets rice washing and wudu
One a part of the initiative focuses on how rice is ready in South Asian households. The marketing campaign says some households wash uncooked rice 5 to seven instances beneath operating water till the water turns into clear.
It encourages folks to cut back this to 2 rinses, with movie star chef Ping Coombes that includes in movies demonstrating the follow. The marketing campaign estimates that limiting the rinses may save as much as 5 litres of water every time rice is ready.
It additionally suggests reusing the water left after washing rice for functions reminiscent of watering vegetation.
“Rice is life in South Asian cooking,” Coombes was quoted as saying. “I’m captivated with sustainability and this can be a nice probability to indicate some easy ways in which we will all do extra for our planet. Small adjustments actually could make a giant distinction.”
Extra from WorldOne other a part of the challenge focuses on wudu, the Islamic ritual washing carried out earlier than prayers. Working with Cambridge Central Mosque, the marketing campaign encourages Muslims to make use of a one-litre jug as a substitute of leaving a faucet operating whereas performing wudu.
Based on the marketing campaign, wudu beneath a operating faucet can use between six and 12 litres of water per session.
Scheme faces criticism
The initiative has attracted criticism from some politicians and members of the general public, who’ve questioned whether or not taxpayer and water-bill cash needs to be used to focus on established cultural and non secular practices.
Critics have additionally pointed to the dimensions of water misplaced by Britain’s ageing infrastructure. Water firms in England are estimated to lose round three billion litres of water every day by leaks.
Conservative shadow Cupboard Workplace minister Mike Wooden criticised the spending, saying households going through rising water payments “won’t be greatest happy” to see their cash getting used on what he described as “weird schemes”.
Some culinary and well being consultants have additionally questioned the recommendation on rice washing. They argue that rinsing rice can serve functions past eradicating extra starch, together with bettering its texture and doubtlessly lowering sure contaminants left from processing.
Water officers, nonetheless, have defended the challenge, saying it’s supposed to develop a extra inclusive strategy to water conservation. The initiative goals to check methods of partaking totally different communities and inspiring sensible adjustments that would scale back family water consumption during times of water stress.
