South Africa faces a significant food waste problem, with 10.3 million tonnes wasted annually, 27% occurring at the primary production level. Efforts to address this issue are scant, risking ineffective strategies. Implementing behavioural interventions to this problem at this level is often overlooked; however, it holds immense potential. BCA, on behalf of The World Wide Fund for Nature (WWF) and Food Forward, conducted research to understand farmer behaviour regarding food waste. This research aims to inform policymakers and institutions to develop behaviourally informed initiatives for waste reduction on farms and enhance consumer understanding of production processes related to food waste.