Easter eggs packaging has emerged as an emotive issue in recent years, with retailers being pressured by consumers and local authorities to restrict the amount of material used.
And, last year, retailers working with WRAP managed to reduce the amount of Easter packaging they used by at least 25% through using lighter packaging or including recycled content (see letsrecycle.com story).
This week councils, such as Warwickshire and Norfolk county councils, have made efforts to highlight the amount o waste generated over Easter, which equates to around 3,000 tonnes, with a view to helping curb the generation of unnecessary packaging waste.
Warwickshire county council is offering tips on how residents can cut waste, through purchasing foil-wrapped or smaller-boxed eggs and reminding residents that the majority of material in Easter egg packaging can be recycled through the kerbside collection service.
Councillor Alan Cockburn, portfolio holder for the environment, said: “It's really easy to cut down on the amount of waste we generate at this particularly wasteful time of year but that does not mean we have to miss out on the fun. There are lots of great ways to bring the family together to celebrate such as making gifts at home by decorating eggs.”
Wales
In Wales, Rhondda Cynon Taff council has teamed up with Waste Awareness Wales to encourage residents to reduce the amount of waste created over the four-day weekend. And, the council is also urging residents to put any card or paper into their kerbside collection box.
Councillor Anthony Christopher, the council's deputy leader and cabinet member for frontline services, said: “While we certainly don't want to deny chocoholics their sweet treats, we do have to highlight the fact that the vast majority of packaging from Easter eggs will head straight to landfill.
“We only have only about eight years of landfill space left in Wales, which is why we are asking shoppers in Rhondda Cynon Taf to be mindful of this when buying their Easter eggs. So this year, why not try and select eggs that are not excessively packaged such as those wrapped only in foil. They still taste as good, but you'll be doing your bit for the environment.”
Assessment
Consumers are tired of excess packaging – they are tired of paying for it and tired of having to dispose of it
Jo Swinson MP
Meanwhile, trading standards officers at Norfolk county council have assessed eight Easter egg producers outside of the region and written to encourage them to ensure the amount of packaging does not outweigh the egg itself.
Ann Jackson, Norfolk county council senior trading standards officer, said: “On the whole manufacturers are using materials that can be recycled, or that comes from recycled material, and to that regard the packaging is environmentally friendly on the whole.
“However there are some manufacturers who are still using too large an amount of packaging compared to the weight of the product itself, with the worst offender we found having the packaging weighing over 40% of the weight of the whole product.”
Also assessing the use of packaging in Easter eggs, Liberal Democrat MP Jo Swinson has published a ‘league table' assessing the ratio of egg-to-packaging among the major chocolate egg producers.
And, while she praised work done by supermarket giant Sainsbury's and confectionary firm Nestle to reduce packaging and improve recyclability, Ms Swinson criticised other companies for marketing “grossly over-packaged eggs”.
Commenting, Jo Swinson said: “Consumers are tired of excess packaging – they are tired of paying for it and tired of having to dispose of it. Easter eggs are a prime example – in many cases, the huge boxes contain more air than chocolate.
“Last year we saw Easter egg packaging reduced by a third, and companies such as Nestlé, Cadbury, Green and Black's and Thorntons have made real efforts to cut packaging and improve recyclability. However, Guylian, Lindt and others are still producing grossly excessive packaging.
Retailers
Responding to the survey, which singled the firm out as having the least recyclable packaging out of the 12 eggs tested, Sainsbury's said it was pushing to reduce packaging but it had to be acknowledged that there was a limit on how far reductions could go.
Sainsbury's packaging manager, Stuart Lendrum, said: “Easter eggs are extremely fragile so effective packaging is essential as no one wants to receive a broken egg on Easter Sunday.
“This year, we've reduced the packaging on our boxed Easter eggs by 40%, which is a great achievement building on the significant packaging reductions of previous years. In addition, all the packaging used is recyclable, depending on the facilities available in the local area.”
Mr Lendrum added that the firm would continue to find ways to reduce packaging in line with its target to cut packaging by a third by 2015.
In addition, Marks & Spencer, which emerged as fifth in Ms Swinson's packaging league table, said it had managed to cut its Easter egg packaging by almost 50% since the introduction of its Plan A sustainability programme introduced in 2007.
And, this year, the retailer claimed that packaging had been reduced by one fifth compared to that used in 2009 and had achieved a 20 tonne reduction in packaging material by revamping its novelty chocolate egg range.
Helene Roberts, head of packaging at Marks & Spencer, said: “We know our customers want to be able to give their friends and family Easter treats that look and taste great, and they really don't want them to have too much packaging.”
Reduction
Adding to the efforts to reduce packaging in the retailer sector, chocolate manufacturer Thorntons has achieved a 14% reduction in packaging for its core Easter 2010 range, which builds on the 22% decrease which the firm recorded in 2009.
The reduction has been created by a three step initiative which looks at reducing its packaging costs and weights, sourcing sustainable materials, particularly using FSC certified carton-board, and enhancing its recycling labelling on pack.
Peter Wright, Thorntons marketing director, said: “Once again we have delivered on our commitment to reduce our packaging at Easter, a time of year where packaging waste is extremely high.
“We are continuing to look at ways we can reduce our packaging even further across our all year round ranges, as reducing our packaging is part of the wider picture in reducing our carbon footprint overall.”
The company also produces bagged eggs and it has managed a 4% reduction in the weight of the five million bags produced annually, with a total weight saving of 431kg.
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