LG Electronics Canada has partnered with chef Chuck Hughes to launch the LG Continuous Kitchen digital video series.

The partnership, which began April 24, the day known as “Stop Food Waste Day”, will include a seven-part series of weekly videos demonstrating how to reduce food waste while cooking meals at home. It will also feature the use of various LG kitchen appliances.

The launch comes at a time when environmentalism is top of mind for many, with green movements emerging over the past few months encouraging people to ditch straws, to-go cups and other single-use plastics.

Efforts to be more environmentally conscious is particularly applicable to Canada, which was named one of the world’s leading food wasters in a Commission for Environmental Cooperation (CEC) report released earlier this month. According to CBC on the report, 396 kilograms of food per capita is wasted in Canada every year, compared to 415 kilograms produced in the U.S.

Hailing from Montreal, Hughes has become a staple on the Food Network, hosting shows such as Chuck’s Day Off, Chuck’s Week Off, Chuck’s Eat Street and Chopped Canada. He is also the chef and co-owner of Montreal-based restaurants Garde Manger and Le Bremner.

The campaign was conceived by KBS Canada, LG Canada’s agency of record.