Packaging has an important role to play in keeping food fresh and maintaining its quality. Once removed, however, it quickly ends up in the bin, or the environment. What’s more, packaging manufacture has a number of adverse ecological effects. This is why we at REWE Group have set ourselves the target of making all packaging for our private-label products more environmentally friendly by the end of 2030. We have introduced a very straightforward strategy: avoid, reduce, improve. We aim to avoid excessive packaging or, if that is not possible, to reduce essential packaging or redesign it using more environmentally friendly materials.