Kroger announced last week the launch of its Simple Truth Recycling Program, offering customers a free and simple way to recycle the flexible packaging of more than 300 products from Simple Truth, America’s largest natural and organic brand, with annual sales exceeding $2.5 billion in 2019.
Developed in partnership with international recycling leader TerraCycle, Kroger’s new platform enables customers to recycle a wide range of flexible packaging not currently accepted in curbside recycling programs, including produce bags, bread bags and plastic overwrap from household items like tissues and bottled water. The Simple Truth Recycling Program marks another significant milestone for Kroger’s Zero Hunger | Zero Waste social impact plan and establishes Kroger as the first Fortune 25 retailer to offer a free recycling program for its own private-label brand.
“A key part of achieving our ambitious Zero Hunger | Zero Waste vision is offering our customers innovative solutions to recycle and reuse product packaging,” said Keith Dailey, group vice president of corporate affairs and chief sustainability officer. “We’re thrilled to partner with TerraCycle to launch our new Simple Truth Recycling Program, supporting our sustainable packaging goals and enabling Kroger customers to recycle their favorite Simple Truth and Simple Truth Organic products without ever leaving home.”
How the Simple Truth Recycling Program works:
- Sign up at TerraCycle.com/SimpleTruth
- Collect Simple Truth and Simple Truth Organic flexible plastic packaging (bags, pouches, liners and wraps)
- Ship the packaging to TerraCycle using a free, prepaid shipping label
- Earn points for every pound of eligible packaging sent
- Redeem points as donations to charitable organizations
“Thanks to companies like The Kroger Co. and their popular Simple Truth product line, consumers can enjoy their favorite foods while being rewarded for doing the right thing,” said Tom Szaky, TerraCycle founder and CEO. “As the first major retailer to create a free recycling program for their own private-label brand, Kroger is offering consumers the opportunity to divert packaging from landfills and make a positive impact on the environment for future generations.”
“Since its launch in January 2013, Simple Truth has led the way in making natural, organic and free-from foods more mainstream and accessible for customers,” said Ben Melillo, Kroger’s senior brand manager. “We know more of our customers are seeking out opportunities to reduce their environmental footprint and we’re excited to meet their needs by introducing the Simple Truth Recycling Program—an initiative that not only simplifies the recycling process, but also makes it more rewarding.”
The Simple Truth Recycling Program is currently open to individuals, schools, offices and community organizations across the U.S. The Simple Truth portfolio includes more than 2,000 natural and organic products, with hundreds of new items launching each year. To learn more about the brand, visit SimpleTruth.com.
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About the Author: Christopher Durham
