Waitrose partners with Polytag to enhance plastic recycling efforts

Waitrose & Partners has joined Polytag’s Ecotrace Programme, becoming the latest major UK retailer to support an industry-led initiative designed to improve the tracking and recycling of single-use plastic packaging.

Launched in the summer of 2024, the Ecotrace Programme aims to enhance the identification and recovery of plastic waste by using innovative invisible UV tag technology. In partnership with key recycling operators, Polytag is deploying Plastic Detection Units across 12 strategically selected Materials Recovery Facilities (MRFs) throughout the UK. These units are retrofitted to existing conveyor belts to detect packaging marked with Polytag’s UV tags, which are applied using fluorescent ink during production.

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 part of the initiative, Waitrose will have access to the Polytag dashboard, an online platform offering live, barcode-level lifecycle data on its plastic packaging as it moves through the recycling process.

Denise Mathieson, Head of Packaging Design & Delivery at Waitrose, said: At Waitrose, we are committed to reducing our impact on the environment and finding innovative solutions to improve the recyclability of our packaging. Joining Polytag’s Ecotrace Programme is a significant step forward in enhancing our ability to track and understand the journey of our plastic packaging post-consumption.

With Extended Producer Responsibility (EPR) legislation coming into effect, initiatives such as Ecotrace will support retailers and brands in demonstrating greater accountability for the recycling and environmental impact of their packaging materials.