Pride on our Plates: Strengthening China's MSMEs through proven food waste solutions and behavioural insights Overall objective: Catalyse reduction and better management of food waste in ChinasMSME hospitality and restaurant sector by using innovative approaches and behaviouralinsights to implement SDG 12.3.Specific objective: By 2024, 350 Micro, Small and Medium-Sized Enterprises (MSMEs)in 5 selected Chinese regions (counties, towns or cities) are empowered to implementsolutions to reduce and better manage food waste, based on behavioural insights anddesign. The intervention will increase MSMEs capacity, understanding, and adoption ofproven best practices, tools and methods - including successful interventions in Europeand tools developed for large companies, which will be adapted to meet MSMEs needs.