Dive Brief:

• Kroger has launched a recycling program for its Simple Truth private label product packaging, according to a company press release. The program is taking place in collaboration with recycling company TerraCycle.
• Through the program, shoppers will be able to recycle packaging from more than 300 products in the private label line, including those not currently accepted in curbside recycling programs like produce and bread bags, pouches, liners and plastic wrapping.
• Customers who want to participate sign up through Terracycle's dedicated webpage for the program. From there, TerraCycle will send them containers in which they can collect their Simple Truth packaging. Once the container is full, they’ll ship it back to TerraCycle for recycling.

Dive Insight:

The launch of the Simple Truth recycling program will help Kroger work toward its ambitious Zero Hunger Zero Waste campaign goals, which include developing more sustainable packaging and reducing unnecessary packaging. 

The initiative also aligns with the cleaner image of Kroger's Simple Truth products, which include natural and organic items and "free-from" foods. Kroger’s goal with this line has always been to make healthier foods more accessible, and it also appeals to shoppers who want to reduce their environmental footprint, Kroger’s senior brand manager Ben Melillo said in a statement. 

Kroger noted this program will help its customers recycle flexible packaging from more than 300 Simple Truth products. Individuals, schools, offices and community organizations across the U.S. are all eligible to participate in the program.

Recycling can be a challenge for consumers, especially when it’s not clear if a specific type of packaging is recyclable, or when their local collector has strict requirements. With Kroger’s program, customers have fewer hurdles in determining how to recycle. The program is free, and participants get the box sent to them with clear guidance on what they can collect for recycling. TerraCycle even creates a label for customers to print and place on their box before returning it. 

Many grocers encourage customers to recycle, but often consumers are asked to come into stores to drop off their recycling or find a way to recycle it on their own. Retailers like Aldi, Natural Grocers and Walmart participate in a consumer-facing recycling program with How2Recycle, which incorporates labels on product packaging that give customers recycling instructions.