Metro France has partnered with the Loop initiative to reduce single-use plastic packaging in stores.
The partnership relies on Loop's reuse deposit service, where the customer purchases and uses a product, but the manufacturer owns the packaging.
Currently, 91% of plastic produced in the world is not recycled, leading to more and more customers demanding a more eco-friendly packaging solution than single-use plastic.
Loop was founded by the recycling company TerraCycle in an effort to develop a circular economy system that allows customers to purchase everyday items, such as food, in durable, reusable packaging and return them to different Loop locations.
Loop has been trialled for the last three years in France, and the partnership with Metro is the group's first foray into the wholesale market.
In 2019, Carrefour France and TerraCycle launched a trial for their 'Loop' initiative to tackle the problems of plastic waste.
A study by the European Association of Carton and Cartonboard manufacturers, Pro Carton, has revealed that 77% of customers would be willing to pay more for sustainably-packaged products.
Metro France is hoping their partnership with Loop will be able to meet that demand.
Marie Garner, director of quality and sustainable development at Metro France, said the business has worked to find more sustainable solutions throughout its operation.
"The collaboration with the Loop team allows us in France to work with our suppliers on a circular model that reduces the amount of discarded packaging by going through a reuse stage before the final stage of recycling," she added.
The Loop deposit system will be introduced in 10 Metro stores in France this autumn, serving an estimated 100,000 customers.
The partnership is currently in talks with suppliers to create a solution usable by restaurant owners, allowing them to sustainably purchases oil, condiments, and cream, among other products, similar to regular Metro customers.
© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Conor Farrelly. Click subscribe to sign up to ESM: The European Supermarket Magazine.