Waitrose & Partners has joined Polytag’s Ecotrace Programme, an initiative launched in 2024 to enhance the tracking and recycling of single-use plastic packaging in the UK. The programme employs invisible UV tags applied to packaging, which are detected at 12 strategically located Materials Recovery Facilities (MRFs) across the country. This technology enables brands to accurately measure the recycling rates of their plastic packaging for the first time, providing greater transparency within the recycling stream.
As a member of the Ecotrace Programme, Waitrose will gain access to Polytag’s digital dashboard, offering real-time, barcode-level lifecycle data on its plastic packaging as it moves through the recycling process. This data will allow Waitrose to understand how its packaging is recycled, informing decisions that support a circular economy.
Denise Mathieson, Head of Packaging Design & Delivery at Waitrose, stated that joining the programme is a significant step in enhancing the company’s ability to track and understand the journey of its plastic packaging post-consumption. She emphasized that leveraging Polytag’s technology will provide unprecedented insights into how their packaging is recycled, enabling more informed decisions that align with their sustainability efforts.
Polytag’s CEO, Alice Rackley, highlighted that Waitrose’s participation comes at a pivotal moment as the company approaches its goal of installing Plastic Detection Units (PDUs) at 12 sites within the first year of the Ecotrace Programme. She noted that this achievement will empower FMCG brands, retailers, and waste management companies by providing invaluable access to granular barcode-level data on 50% of the UK’s waste recycling stream.
This collaboration aligns with the UK’s Extended Producer Responsibility (EPR) legislation, which requires retailers and brands to take more responsibility for the recycling of their packaging materials. By participating in the Ecotrace Programme, Waitrose demonstrates its commitment to reducing single-use plastic waste and supporting a more transparent and effective recycling system in the UK.
