Waitrose has new signs at meat and fish counters to encourage customers to bring their own containers. Credit: Waitrose.

UK retailer Waitrose is asking customers to bring reusable containers when using the supermarkets’ fresh service counters in a move to reduce plastic waste.

The decision to encourage customers to adopt reusable forms of packaging is part of its packaging and plastic reduction strategy.

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As part of the initiative, the retailer has introduced signs at meat and fish counters across its store portfolio to increase awareness of the policy.

Waitrose & Partners CSR, health and agriculture head Tor Harris said: “Our long-term aim is to remove bags completely from our counters or find a suitable alternative for meat and fish in the same way we have with compostable fruit and veg bags, which will be introduced this year.

“Our long term aim is to remove bags completely from our counters or find a suitable alternative for meat and fish.”

“We haven’t as yet found that option and know we can’t remove them overnight as there are food safety considerations when handling raw meat and fish and buying food from the counters has become part of many customers’ regular shop.

“The signs, as well as the conversations our partners are being encouraged to have with customers, are designed to help us work with our customers to start making a difference as soon as possible.”

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Last month, the retailer announced its commitment to eliminate the use of glitter in its own label cards, wrap, crackers, tags, flowers and plants by Christmas 2020.

In October last year, the supermarket chain also started a trial of its three Italian ready meals in fibre-based packaging, in an effort to remove own-label black plastic containers by the end of next year.