This study seeks to add to the food waste study literature that evaluates and assesses the efficacy of different types of increasing consumers’ awareness and responsibility for reducing food waste. A quantitative online consumer survey with Sample (n = 247) is representative of adults living in Türkiye. The data collected from the consumers through an online survey showed that insufficient consumer awareness, and low sense of responsibility towards food waste has a negative Impact on consumers’ intention to reduce food waste. Education and age have a major part on influencing the consumers intentions to reduce food waste. A second set of data were used  based on a series of observations which were conducted in a retail supermarket located in Türkiye, conducting interviews with planning manager and store managers and the daily operations followed; if any; to reduce their day-to-day food waste. The data which was focused on the waste of fresh fruit and vegetables within a three-month observation period concluded that, Grapes; Tomatoes; Potatoes; peaches and cucumbers are the main categories which had the highest amount of wasted quota. The study demonstrated that although retail stores and shareholders are recognizing the food waste problem, it is not seen as a crucial problem both economically and environmentally  that must be addressed in the near future or at least that the waste needs to be processed in a different way that is more sustainable. This study demonstrates the economic and financial impact of avoidable food loss and high waste when it comes to fresh fruits and vegetables.