The World Wildlife Fund (WWF) Turkey and Boğaziçi University have jointly initiated the "Green Generation Restaurant Movement," breaking new ground in restaurant management. WWF Turkey Chairman Uğur Bayar stressed that they intend to commence mobilization in the sector with this project that brings a conscious consumption approach to the restaurant sector where waste production is intense.While over 1.5 billion people suffered from obesity in 2011, one billion people starved, and another one billion people lacked enough food to feed themselves. On the other hand, one third of food is lost or wasted before it is consumed, according to optimistic estimates of the Food and Agriculture Organization of the United Nation. According to Bayar: "1.3 billion tons of food is wasted, while 10 million people starve to death every year. It is obvious that preventing waste and keeping an eye on food shortages are very important."

Every year, 30 percent of total fruit and vegetables harvested are wasted before being consumed. "In other words, $750 billion worth of food goes to waste. Speaking at the joint meeting, Professor Fikret Adaman, the the chancellor of Boğaziçi University stated: "The Green Generation Restaurant Movement is a huge step for the food sector. With simple and small activities such as not changing plates unless it is necessary or using a table cloth, preferring a jug instead of bottled water or packaged sugar, restaurant management can be turned into conscious and green-friendly environments," he concluded.

Turkish Restaurant & Entertainment Association (TURYİD) President Kaya Demirer stated that the project will grow in speed with the support of prominent members of the sector and added, "We aim to reach 100 restaurants by the end of 2015."