The Kroger Co., Cincinnati, has announced the launch of its Simple Truth Recycling Program, offering customers what it says is a free and simple way to recycle the flexible packaging of more than 300 products from its private-label Simple Truth brand. The company says Simple Truth is America’s largest natural and organic brand, with annual sales exceeding $2.5 billion in 2019.
Developed in partnership with Trenton, New Jersey-based TerraCycle, Kroger’s new platform enables customers to recycle a wide range of flexible packaging not currently accepted in curbside recycling programs, including produce bags, bread bags and plastic overwrap from household items like tissues and bottled water. The Simple Truth Recycling Program marks another significant milestone for Kroger’s Zero Hunger | Zero Waste social impact plan and establishes the company as the first Fortune 25 retailer to offer a free recycling program for its own private-label brand, reports Kroger in a news release.
“A key part of achieving our ambitious Zero Hunger | Zero Waste vision is offering our customers innovative solutions to recycle and reuse product packaging,” says Keith Dailey, group vice president of corporate affairs and chief sustainability officer. “We’re thrilled to partner with TerraCycle to launch our new Simple Truth Recycling Program, supporting our sustainable packaging goals and enabling Kroger customers to recycle their favorite Simple Truth and Simple Truth Organic products without ever leaving home.”
Kroger customers can participate in the Simple Truth Recycling Program by signing up at TerraCycle.com/SimpleTruth to receive a free, prepaid shipping label and sending the brand’s flexible plastic packaging to TerraCycle. For every pound of eligible packaging recycled, customers earn points that they can redeem as donations to charities.
Ben Melillo, Kroger’s senior brand manager, says, “We know more of our customers are seeking out opportunities to reduce their environmental footprint and we’re excited to meet their needs by introducing the Simple Truth Recycling Program—an initiative that not only simplifies the recycling process but also makes it more rewarding.”
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