Waitrose Extends Rye Grass Packaging to More Private Brand Eggs

\"\"Egg cartons made out of rye grass and recycled paper will be extended to more Waitrose eggs. The packaging has protected eggs in the premium specialty Duchy private brand since 2015. Now customers will spot more Waitrose private brand eggs in the environmentally friendly alternative, with the rollout of the packaging to eight more products. The new boxes will house British Blacktail eggs which are exclusive to Waitrose. All the retailer’s hen eggs are free range.

The packaging protects its contents like a traditional egg carton, but uses 60% less water during production, releases 20% less CO2 and uses 20% less electricity compared to a standard pulp egg box. The widely recycled logo is also on the pack.

Tor Harris, Head of Responsible Sourcing and Sustainability at Waitrose, said:

“Rye grass has proved a cracking alternative to traditional cardboard egg boxes and it’s great that more eggs will be packaged in this way.

“This is a positive move to boost the sustainability of our packaging and help the environment.

“These innovative packs build on our commitment to ensure that all our own-label packaging is widely recyclable (using the widely recycled logo), reusable or home compostable by 2025.’’

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.