Albert Heijn, Aldi, Carrefour, Colruyt, Delhaize and Lidl will be introducing reusable mushroom trays in their stores in Mechelen in 2025. The purpose of this six-month pilot project is to enhance cooperation and improve standardisation among the partners, resulting in a faster transition to reusable packaging.
Belgian retailers have joined forces to create the Reusable Packaging Coalition, which is part of the Flemish Green Deal Anders Verpakt (Green Deal in Different Packaging). The aim is to work together to find ways of reusing packaging for fruit and vegetables on a large scale. The first pilot project will be focusing on reusable mushroom trays.
Lowering the threshold for consumers
The key challenge here is to create a positive environmental story around large-scale reuse. The fact that all the retailers are working together is a true game-changer, since it means packaging can be standardised and consumers find it easier to become part of the story.
Fost Plus has an important role in this project, helping to outline the business model, facilitating the pilot project and helping to steer consumer behaviour towards reusable packaging.
Broad cooperation
The partners in the Reusable Packaging Coalition are working with local mushroom growers FME, customisation specialist MIVAS, packaging manufacturer DeSter, software company Twintag, Kingslize Premium Pizza which has already tested a project around reusable pizza boxes, standardisation expert GS1, Pack4Food and sector federation Comeos.
The key challenge here is to create a positive environmental story around large-scale reuse. The fact that all the retailers are working together is a true game-changer.
