The announcement by Morrisons that it is introducing a number of measures to reduce plastic pollution has been met with delight by those campaigning to make Ross a single use plastic free town.

Morrisons will be one of the signatories to WRAP’s UK Plastics PACT, an industry initiative which aims to transform the way businesses use plastic and prevent plastics polluting the environment. The company will also allow customers to use their own containers for meat and fish from the Morrisons’ Market Street Butcher and Fishmonger counters as one of the steps to reduce plastic pollution.

The company is taking action as its own research says that plastic reduction is now the third most important issue to Morrisons customers.

A spokesperson for the Marine Conservation Society (MCS) told the Ross Gazette that the charity is really pleased that Morrisons have announced these measures to reduce unnecessary plastic and packaging in their stores.

“We really have to start acting now if we are to have any hope of stemming the flow of plastics into our oceans so we would hope to see some of these actions coming in immediately.

“We all have a part to play as individuals to refuse single use items, including straws and plastic bottles, and start using alternatives. From using paper straws, to refillable cups and bottles, we can all encourage governments to implement deposit refund systems and levies on single use items. We would also want to see Government mandate product material to be produced more from recycled sources, helping the industry to rethink the design and recyclability of their products.

“At MCS, we are working locally to try and make Ross-on-Wye a plastic-free town and help encourage other local communities to do the same. If the Morrisons branch at Ross-on-Wye could implement these measures straight away, that would achieve a massive step in the right direction”

Other moves to reduce plastic waste at Morrisons include;

Working through all of its own brand products to identify, reduce and remove any unnecessary plastic packaging.

Trialling the effect of removing plastic packaging from fruit and vegetables in a number of stores. The aim is to look at how plastic packaging, which keeps food fresh, can be reduced without increasing food waste.

Making more packaging recyclable. One of the first pieces of packaging to be replaced will be black plastic trays, used for fresh meat and fish. They will be phased out by the end of 2019.

Fitting drinking water fountains into new stores. Morrisons has already made water freely available in its cafés for customers who want to refill their water bottles.

Currently 82 percent of the plastic by weight in the supermarket’s packaging is recyclable. To achieve the 100 percent target, it will be collaborating with suppliers, other retailers, local authorities and WRAP.

David Potts, Chief Executive of Morrisons, said: “Reducing the damage caused by plastic is one of the most challenging issues society can address. Because we make most of the fresh food we sell, we’re in an important position to make changes to our packaging. Joining WRAP’s Plastic PACT also offers a special opportunity to work collaboratively to take this opportunity.”