First Iceland supermarkets and now MacDonald’s restaurants have announced that they will act on reducing disposable packaging and create recycling loops for their packaging. This is the start of businesses thinking ahead and taking steps to reduce the impact of their packaging which is vital to the fundamental approach they take. It wont be easy but in reality the hardest step has been taken by the CEOs setting the goal. We already know how to deign new products, eliminate waste and how to recycle and this will improve with scale and innovation.

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