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A supermarket in Amsterdam has opened the world’s first dedicated plastic-free aisle! The aisle will feature more than 700 products, all of them entirely free of plastic packaging.

The plastic-free aisle will open in the Amsterdam branch of the Dutch supermarket chain Ekoplaza, the Guardian reports. The hundreds of products available there will include a wide-array of staples like rice as well as snacks, fruits and veggies, and other meals. Campaigners say that the products will not be more expensive than goods in plastic packaging but will be “scalable and convenient.” They will be packaged using alternative biodegradable materials where necessary.

The campaign to introduce the pioneering aisle was created A Plastic Planet whose co-founder, Sian Sutherland, called the opening “a landmark moment for the global fight against plastic pollution.”

“For decades shoppers have been sold the lie that we can’t live without plastic in food and drink. A plastic-free aisle dispels all that,” Sutherland said. “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.”

Ekoplaza wants to roll out similar aisles in all of the company’s 74 branches by the end of 2018. Erik Does, Ekoplaza’s chief executive who has been working with the campaign for the past month, stated that the project was “an important stepping stone to a brighter future for food and drink.”

“We know that our customers are sick to death of products laden in layer after layer of thick plastic packaging,” he said. “Plastic-free aisles are a really innovative way of testing the compostable biomaterials that offer a more environmentally friendly alternative to plastic packaging.”

The opening will hopefully influence many more businesses across the world. “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,” Sutherland emphasized.

The plastic-free supermarket aisle is a potentially game-changing innovation – especially since so many consumers are in favor of innovations that would make it easier to buy plastic-free products. According to a recent poll carried out in the UK, a remarkable 91 percent of British adults back the introduction of plastic-free aisles! We hope to see this trend catch on and spread soon!

To learn how you can help the planet by making conscious choices about your plastic usage, check out One Green Planet’s #CrushPlastic campaign!

Image source: ekoplazabio/Instagram

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