The world’s first plastic-free supermarket aisle opened on February 28 at the Amsterdam location of the Netherlands-based supermarket chain Ekoplaza. Within this aisle, customers will be able to choose from more than 700 plastic-free products. Eventually, the company hopes to roll out plastic-free aisles at all of its 74 locations. The aisle arrives at a time when global concern over plastic pollution is on the rise and campaigns are urging companies and governments to change their plastic policies. “For decades shoppers have been sold the lie that we can’t live without plastic in food and drink,” Sian Sutherland, co-founder of A Plastic Planet, told the Guardian. “A plastic-free aisle dispels all that. Finally we can see a future where the public have a choice about whether to buy plastic or plastic-free. Right now we have no choice.”

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Ekoplaza is proud to offer an environmentally friendly alternative to its customers. “We know that our customers are sick to death of products laden in layer after layer of thick plastic packaging,” Ekoplaza chief executive Erik Does told the Guardian. “Plastic-free aisles are a really innovative way of testing the compostable biomaterials that offer a more environmentally friendly alternative to plastic packaging.” The plastic-free items, which incorporate biodegradable materials whenever possible, will not be any more expensive than those wrapped with plastic. According to anti-plastic campaigners, the aisle will serve as a “testbed for innovative new compostable bio-materials as well as traditional materials such as glass, metal and cardboard.”

Related: Iceland supermarket commits to eliminating plastic within five years

According to activists, the grocery store sector accounts for 40 percent of all plastic packaging. “There is absolutely no logic in wrapping something as fleeting as food in something as indestructible as plastic,” Sutherland said. “Plastic food and drink packaging remains useful for a matter of days yet remains a destructive presence on the Earth for centuries afterwards.” Ekoplaza’s first step into a plastic-free world should be emulated by others. “Europe’s biggest supermarkets must follow Ekoplaza’s lead and introduce a plastic-free aisle at the earliest opportunity to help turn off the plastic tap,” added Sutherland.

Via The Guardian

Images via Ekoplaza