Andy Clarke the former chief executive of Asda has spoken out against the use of plastic packaging
At 11 o'clock local time, a supermarket in Amsterdam called Ekoplaza opened the first-ever plastic-free aisle.
Environmentalists on social media celebrated the move.
Iceland, the supermarket, has promised to go plastic-free on all its own-brand products by 2023. "A Plastic Free Aisle dispels all that". A second store is expected to be in The Hague by June.
This week saw the opening of a unique store in the Netherlands where items on its aisles are completely free from plastic packaging.
Ekoplaza chief executive's, Erik Does, commented: "We know that our customers are sick to death of products laden in layer after layer of thick plastic packaging".
In August, Kenya introduced the world's toughest law aimed at reducing plastic pollution, where Kenyans who produce, sell or even use plastic bags risk up to four years or $40,000 fines. In place of conventional plastics that remain on the earth for centuries after they have come to the end of their useful lives, Plastic Free Aisles showcase compostable biomaterials that nature can easily process following human use.
The plastic-free aisle was hailed by many on Twitter.
Unlike aluminium cans and glass bottles, plastic packaging cannot be recycled endlessly.
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There, shoppers found groceries, snacks and other sundries - but not an ounce of plastic.
We've been able to recycle plastic for decades, yet our planet is swamped by millions of tonnes of plastic detritus.
A Plastic Free Aisle makes ideal sense for supermarkets battling for market share in a hyper-competitive trading environment.
It's not entirely accurate for Sutherland to say that plastic-free choices did not exist before.
But Jessica Green, assistant professor of environmental studies at New York University, cautioned that "sustainable consumerism" has its limits, and said what is needed is government regulation.
Earlier this year, a Guardian investigation showed that supermarkets in the United Kingdom were a "major source of plastic waste", producing a million tons of it each year.
Anne R. Kapuscinski, professor of sustainability science at Dartmouth College, said the amount of plastics people use across the globe is "terribly harmful" to the planet. She said plastic often ends up in the oceans, harming birds, fish and other species. Even recycling, she said, uses a great deal of energy.
Made Thought's identity for the initiative aims to bring "much needed clarity and focus" to the growing issue of plastic pollution, says the studio.
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