8m fund is targeted at retail pack waste

A government-backed £8m innovation fund is seeking to entice teams of designers, product managers and retailers into commercial projects which reduce the bulk of post-consumer packaging waste.

The Waste & Resources Action Programme (WRAP) is offering a slice of this fund to "environmentally smart" retail packaging projects which are well-researched and well-presented. The ambitious aim is to slash the amount of retail-derived packaging in the household waste stream by early 2006.

Says chief executive Jennie Price (pictured above): "We understand that any design has to continue to ensure that product is not damaged in any way, and has to convey the marketing message." But she says there are still major examples of overpackaging on the retailers' shelves, the typical 'bag and box' combination for cereals, for example. "If we could help to shift this sector, it would make a huge difference on its own," she adds.

Another target area for the initiative is frozen and chilled meals. Key categories like this are likely to attract funding for up to 100% of research costs, says WRAP, while others may have 50% of costs covered. "The replicability of the idea will be important, so that others can pick up on it," says Price. "We will own the intellectual property, in each case."

WRAP is encouraging funding applications from teams representing the different links -- from pack designer to retailer -- in the supply chain. "We'd like to see enough people involved in the project to ensure that the product is likely to get on to the shelf," Price explains. "In any proposal, we need a good sense of exactly what is being trialled, and some evidence that it will work."

Over 40% of household waste going to landfill is retail packaging. The aim is to reduce this total by 310,000 tonnes by March 2006.