Morrisons has won a major recycling award for its Recyclopedia initiative for its own-brand packaging.
The Bradford-based supermarket chain picked up the Baylis Award for Best Supermarket Initiative, at last night’s National Recycling Awards 2007, at the Telford International Centre.
The Recyclopedia campaign features a labelling system developed by the chain for its own-brand packaging. Morrisons Recyclopedia guide uses three symbols on its packaging, which act as a barometer of whether packaging is fully recyclable, partly recyclable or not yet recyclable. The symbols are accompanied by speech bubbles that provide the consumer with information about the recyclability of the packaging components and how to find out about local recycling facilities.
The judging panel praised the initiative for the clever and considered way it engages with consumers, saying: "It's quite prominent, considering there is not a lot of space to play with on the packaging.”
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