In line with WRAP's recommended principles of Reduce, Recycle, Reuse, we have focussed our efforts on packaging reduction. We were able to move very quickly to achieve significant reduction. We've already reduced the thickness of some of our pots, reduced the amount of cardboard we use. By the end of 2010 we had reduced the weight of our packaging by 10% (3,000 tonnes) compared with 2006, as per our Courtauld Commitment Phase I target, despite increased sales.
We now approach our supply chain differently, considering its impact all the way through to post consumer waste rather than stopping at consumer purchase, and therefore focussing on the recyclability of the materials we use. We are investing time and effort looking into alternative ways to use more recyclable and recycled materials.