ARTIFICIAL INTELLIGENCE x CO-PRODUCTION x CROWD SOURCING
University of Gloucestershire has teamed up with Stroud District Council and Litter Free Stroud to unveil a groundbreaking project aimed at combating the pressing issue of litter in the
district’s rural areas.
The problematic phenomenon known as ‘fast-litter’—characterised by the packaging of takeaway food and drink carelessly discarded from vehicles—has become increasingly evident,
tarnishing the beauty of rural communities.
The project’s initial findings reveal a concerning array of items tossed into verges and hedgerows, including vapes, water bottles, coffee cups and fast-food packaging, all of which detract from the countryside’s charm
while posing a threat to local wildlife.
At the project’s core is an AI-enabled mobile app and dashboard, designed by tech experts from University of Gloucestershire’s School of Business, Computing and Social Sciences.
The app enables communities to easily report fast-litter in rural hotspots, allowing Stroud District Council to analyse the data and uncover significant patterns.
Dr. Richard Cook, Principal Investigator at the University and a leading authority in environmental sociology, stated, “Fast-litter is a growing problem in rural areas.
As more fast-food brands offer drive-through options, we are seeing a marked increase in litter across the countryside.
“This partnership with Stroud District Council and Litter Free Stroud gives us the opportunity to understand the scale of the issue and use cutting-edge technology to support real change.
By introducing a new app, volunteer litter pickers simply need to photograph discarded items on their smartphone. This then logs the location and identifies the food brand that sold the item before
it became rubbish, providing valuable insights to guide policy and inform interventions.
“As the technology behind the app uses open source AI, there is also the opportunity to roll this scheme out nationally, or adapt it for different social causes.”
Growing evidence correlates the rise of fast-food
consumption and advertising with adverse childhood
health outcomes, including obesity. However, alongside
public health issues, another pressing problem has
emerged: fast-litter.
Specifically the discarded branded, on-the-go
disposable packaging from fast-food outlets. This form
of litter not only impacts urban environments but also
poses a threat to rural ecosystems and biodiversity.
Notably, fast-litter is not recorded in any national waste
dataset, creating a critical gap in our understanding and
management of this issue.
The consumption of on-the-go food has surged in recent years,
fuelled by the proliferation of disposable packaging and
drive-through facilities. There are over 41 million licensed
vehicles in the UK, further contributing to the ease of litter
dispersal.
Given that Cheltenham borders the Cotswolds Area
of Outstanding Natural Beauty (AONB),
characterised by its rich biodiversity, the adverse
environmental consequences cannot be overstated.
Current national policy frameworks, such as the
Extended Producer Responsibility (EPR) reforms, do
not specifically address branded fast-litter.
Volunteers in the region have collected nearly 750,000 pieces of
litter since 2023, indicating not only the volume of litter present
but also potential channels for branded packaging to enter
freshwater systems, ultimately threatening biodiversity and
water quality. Notably, rural and protected areas supper
disproportionately from litter, despite their low population
density.
Environmental Sensitivity of Cheltenham’s Landscape
The Cotswolds AONB houses vital habitats, including limestone
grasslands and ancient woodlands. The health of these
ecosystems is at stake, as the presence of fast-litter can
significantly harm natural capital, biodiversity, and overall water
quality.
Market and Infrastructure Context
The UK is home to over 53,000 fast-food outlets, with major
chains like McDonald’s and KFC reporting substantial profits in
recent years. Unfortunately, existing policy mechanisms offer
limited accountability for these brands regarding the
environmental impacts of their packaging waste.
WHEN ASKED PEOPLE SAID..
THEY NEVER LITTER
A BIT OF LITTER IS OK
THEY EAT FAST-FOODS IN CARS
THEY BUY FROM DRIVE THROUGHS
Without systematic national monitoring of
fast-litter, we risk exacerbating its spread into vital
ecosystems and waterways, amplifying cleanup
burdens on local authorities, and hindering
progress towards environmental recovery targets
Establish a National Baseline Monitoring Framework:
To accurately track the scale and distribution of
branded fast-litter.
Implement Geospatial Analysis and AI-Assisted
Detection: To enhance our understanding of litter
pathways.
Facilitate Data Sharing Between Central and Local
Government: To enable evidence-based policy-making
and better allocation of resources.
We must draw attention to the issue of fast-litter and its
environmental implications. By championing robust measures, we
can protect our natural resources and public health for future
generations. By taking proactive measures, we can safeguard
Cheltenham's environment and pioneer a national approach to
managing fast-litter.
Local Authorities
Supporting local authorities experiencing increased
fast-litter burdens linked to on-the-go consumption
Engaging with retailers, food-to-go outlets,
service-station operators and convenience chains
concerning the environmental impact of fast-litter
Retailers
Extending Producer Responsibility reforms to include
specific measures addressing fast-litter.
The Fast-litter team is below:
(C) Fast-litter Research Project 2025, 2026
Please drop us an email or telephone to get in touch with us