Aiming for zero

January 30th, 2013 - 10AM

Wouldn’t it be great to use a brand that didn’t create any waste? For most companies in our sector that’s a distant dream. But at we think it’s quite possible – and we’re heading that way as fast as we can.

When we buy virtually anything at a supermarket we create packaging waste and, even if we recycle diligently, there’s nothing we can do to stop it. Our discarded packaging either goes straight to landfill or is down-cycled (a more correct term for recycling home care bottles) and in time ends up in landfill. There it sits for a few hundred years, an unfortunate legacy of our purchasing decision, and now a problem for future generations.

And there’s just so much of it. So long as there are supermarkets there will be excess packaging. This is because it is the main (and often only) noticeboard that brands have to promote themselves.

Because the distribution model is so different we can do things differently – and that means we can design out waste. Not only does this mean having less packaging it also means thinking about what happens to that packaging after it’s been used.

Can it be re-used by you? Could it be re-used by us? These are questions that we’re always asking ourselves and I’m very confident our answers will head us down a path towards zero waste.

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