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Icelandic boss Richard Walker admitted that the group still had a "mountain to climb" over its plastic-free commitment after being forced to return to the drawing board for two key tests.
The eco-friendly supermarket had to reintroduce plastic packaging into its bananas this summer – which equates to 10 million plastic bags a year – after replacing its paper tape did not held his hopes.
In May, Iceland also canceled a trial of a plastic-free vegetable vendor in Liverpool just three months after a 20% drop in sales, as bulk and alternative packaging products were not successful. seduce local buyers.
However, Mr. Walker, general manager of the frozen food chain and son of founder and president Malcolm Walker, has beaten despite promises made last year to eliminate the plastic of his own labels from here 2023.
Addressing the PA, Walker explained the problems faced by the group and said he had not abandoned the unfortunate lawsuits.
It is launching its latest efforts on new non-plastic banana packaging this week, with a trial in 20 stores starting July 24th.
He also plans to launch a new plastic-free vegetable merchant initiative in more than 30 stores later this year, which will focus on pre-packaged products rather than bulk items, in response to customer feedback after 39, failure of the procedure.
Mr. Walker said, "It's all part of the process – we have to keep experimenting."
"It's good to be honest and open about challenges."
He added: "We still have a mountain to climb – and we are all alone – no other supermarket follows us."
The group's early efforts to replace plastic packaging on bananas resulted in up to 20% shrinkage of the fruit and broke or decayed, Walker admitted.
He added that the drop in sales in the Liverpool Fruit and Vegetable Trial had shown that the initial efforts were unsustainable.
Despite the recent challenges, the group has already purchased 1,500 tons of plastic throughout the supply chain, starting with the replacement of black plastic ready-to-eat trays.
"It's a very hard job that costs us a lot of money," admitted Walker.
He said that as a private company, the company is able to focus its efforts on these initiatives, but must be aware of the consequences for the company.
"We can not do anything that could jeopardize the success of the company because 25,000 jobs depend on it," he said.
He added that the initiatives they launch can not raise prices and discourage customers.
"We serve five million customers a week and some only have £ 25 a week to spend on food, so it is essential that our prices are high," he said.
The group will not say how much it spends for its commitment without plastic, except to say that it costs "millions".
Iceland is also investing heavily in its Food Warehouse brand, which has just opened its 100th store in Blackpool.
The brand, which combines a cash and carry format with its more traditional Icelandic format, is set to grow by an additional 45 stores over the next 12 months.
Walker said the group "was learning German discounters" about how to make the fledgling chain a success.
PA Media
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