Asda Converts Private Brand Steak Range to 100% recyclable trays

In-line with its ongoing commitment to ‘Use less and recycle more’, Walmart owned UK retailer Asda announced the move of its entire private brand steak range into 100% recyclable cardboard trays.

This will result in the removal of over 23 million black plastic trays each year across its entire Extra Special, Butchers Selection and Farm Stores lines, which will save the planet around 700 tons of plastic annually, the equivalent weight of six Blue Whales.

Steak lovers will now be able to pick up their favorite, great quality cuts at the same great price but without having to priorities plastic reduction over their grocery decision-making, giving them even more choice when it comes to living sustainably.

In September, Asda moved its Extra Special Aberdeen Angus steak range into the forward-thinking packaging and after a positive response from customers, the retailer is rolling this out across all its own-brand steak lines.

Paul Geary, Asda’s Senior Buyer for Red Meat and Fish comments;

“We are passionate about delivering our commitment to customers to use less and recycle more and this move marks the next step in our journey as we strive to make all of our own-brand packaging 100% recyclable by 2025.

There is still some confusion around packaging and what can or can’t be recycled and by moving our entire range of steaks to recyclable cardboard trays, it means our customers don’t have to choose between living sustainably and purchasing quality, great value steaks”.

Earlier this year, Asda stepped on its bid to tackle plastic pollution, committing to reaching 30% recycled content in its plastic packaging by the end of 2020 and 15% overall reduction in plastic by Feb 2021, five years ahead of its original deadline. Reaching the target should avoid the use of around 19,500 tons of virgin plastic.

Customerswill be able to see the new packaging across the steak lines in-store and online from December 14th.

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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.