Is what you do with your waste set to be the next battle ground for pubs looking to stay ahead of the game?

In among the savoury yoghurts (no kidding, flavours include beetroot, carrot and sweet potato), the algae oil (sustainable to produce and low in saturated fats) and the breathable cocktails (a device that turns spirits into flavourful fogs has been developed) nestled in the recent Trends to Watch Report from forecasters JWT Intelligence, the phrase "by product brands," caught my eye.

Let me explain.

Put simply these are products made from material that is left over from the making of another product.

It has been spearheaded by the likes of The White Moustache, an American yoghurt company, that uses excess whey to create a probiotic health drink; New Zealand brewer DB Export, which recently created a biofuel from a by-product of the brewing process, and Silo, a restaurant in Brighton that generates zero waste (its website will explain some of the ways it achieves this).

Naysayers will scoff that this is stuff confined to raffia mafia-types only but it seems to me that what you do with your waste is set to become the next "local sourcing." That is to say your "unique selling point" or competitive advantage (in the way that "local sourcing isn't any longer because even KFC and McDonalds claim to do it).

The idea of producing no or low waste is not a new one but it is becoming a more aspirational one. As the authors of the report put it: "Conscious consumerism is reaching new levels as people start to become educated about responsible reuse."

It can be as simple as using old jam jars as glasses, keeping the dregs of wine bottles to make into your own vinegar, or offering allotment-holders food waste to turn into compost - perhaps in return for some of that all-important local produce they are growing?