Food waste is an important topic in the general frame of food consumption sustainability and ethical consumption. Several studies have focused on environmental-friendly labeling schemes based on different “ethical attributes”, such as organic, fair trade, locally grown and so on. The effect of a labeling scheme based on food waste prevention, instead, has never been studied. In the current work, experimental auctions have been used to investigate the effect of a certification about containing food waste within a certain threshold on participants’ willingness to pay. The product chosen for the auctions was the French baguette (500g) packaged with a paper wrapper for French baguette. Furthermore, we examined if this effect would be moderated by different communication strategy about the consequences of wasting. Specifically two different framing were explored: the first is based on the waste carbon footprint, the other on water footprint. Results showed that waste prevention-based labeling positively affects participants’ WTP, and that this effect is enhanced by communication strategies.