Upmarket grocer Waitrose has joined tech company Polytag’s plastic recycling Ecotrace Programme, a UK initiative aimed at transforming the tracking and recycling of packaging in the UK.
As an Ecotrace member, Waitrose now gains access to the Polytag dashboard – an online hub which displays live barcode-level lifecycle data on plastic packaging materials as they enter the recycling stream.
The Ecotrace Programme, which Ocado and Marks & Spencer are already part of, was launched in the summer of 2024 to optimise the identification and recycling of plastic packaging waste.
How it works
With its retailer partners, Polytag is deploying its invisible UV tag detection technology in 12 strategically located materials recovery facilities (MRF), in order to improve the efficiency and accuracy of plastic recycling in the UK.
The programme involves installing Polytag plastic detection units (PDU) at leading MRFs. These units, which are retrofitted to conveyors, detect packaging that has been ‘marked’ with Polytag’s invisible UV tags. This tech allows brands to identify how much of their packaging has been recycled post-consumption.
Polytag launched its tech with Co-op in 2022 and introduced its systems at one single MRF in Wales. It then tested, with Ocado, how its tech could be used in a digital deposit return scheme, and it is now close to having its systems in a dozen MRF in the UK as its influence grows.
Its tech is becoming more and more relevant as new legislation comes in, such as Extended Producer Responsibility which means retailers and brands will need to take responsibility for the recycling of their packaging materials. At present, there is a fragmented recycling system in the UK and a huge black hole of knowledge about what happens to packaging post purchase.
Polytag aims to change that, and its work will provide members with even more data that it hopes will enable them to take responsibility for their single-use plastic packaging and drive up the country’s recycling rate.
What they say…
Denise Mathieson, head of packaging design & delivery at Waitrose, remarked: “Joining Polytag’s Ecotrace Programme is a significant step forward in enhancing our ability to track and understand the journey of our plastic packaging post-consumption.
“By leveraging Polytag’s technology, we will gain unprecedented insights into how our packaging is recycled, allowing us to make more informed decisions that support a circular economy. This initiative aligns with our ongoing sustainability efforts and reinforces our dedication to reducing single-use plastic waste.”
She added: “We are excited to collaborate with Polytag and other retailers to drive meaningful change at an industry level, ultimately contributing to a more transparent and effective recycling system in the UK.”
Alice Rackley, CEO of Polytag, said: “Waitrose joins us at a pivotal moment as we approach our goal of installing PDUs at 12 sites within the first year of our Ecotrace Programme.
“This is an incredible achievement that will empower FMCG brands, retailers and waste management companies by providing invaluable access to granular barcode-level data on 50% of the UK’s waste recycling stream.”
She added: “This wouldn’t be possible without the support of partners like Waitrose, who share our vision for transforming the way plastic waste is tracked and recycled. Their participation marks a major milestone for us, and we’re incredibly proud to be working together to drive meaningful change in recycling rates and bring the industry together to revolutionise data capture and how we interact with single-use plastic.”
Polytag remains on the hunt for other interested parties to join the programme.
In February, the tech company also launched QR Squared, a digital service designed to help big and small brands ensure their packaging is future-proofed with GS1 UK-certified QR codes, as more organisations transition to these 2D codes to meet new transparency legislation. Tesco announced an initiative of this nature at Retail Technology Show 2025 last week.
[image credit: Polytag]
