Metro takes a big step, and risk, with move on reusable containers

The Métro family of grocery stores announced recently that they would become the first major grocery store chain in the country to allow customers to bring their own reusable containers for packaging. The policy only applies in the province of Quebec. Even though other grocers are likely to make similar announcements soon, this is a benchmark policy that clearly sets a precedent. A good decision from the Quebec-based grocer, but such an approach does come with its share of risks.

Quebec’s Ministry of Food, Agriculture, and Fisheries gave its blessing and allowed this to occur. Before, retailers were solely responsible for the safety of the food served or sold in stores and refused to fill containers they did not own, so the onus was solely on them. Now, responsibilities are shared by both parties, Métro and customers alike. However, containers must be plain and neutral, free of bar codes and logos. Containers must be thoroughly clean and not damaged in any way. Glass containers are prohibited due to handling risks. Clerks at the grocery store will have to ensure there’s no risk of contamination and verify all containers’ cleanliness.

Simple, isn’t it? Well, what Métro is really seeking is a moral contract with its customers, for the sake of food safety. First, pathogens are often invisible. Grocery store clerks, who often work under pressure, will not be able to know, beyond a reasonable doubt, whether the container is clean or not. They will need to accept the customer’s confidence in his or her ability to clean containers. In turn, the store clerk will need to be well trained in handling containers of all sizes and must serve the public courteously while still making sure counters and display tops do not crosscontaminate any incoming containers or food being sold. Accidents can quickly happen.

Also, it will be interesting to see how situational conflict will be handled. Customers who have bought into the plasticreduction movement will want to get their own containers filled up. But if their containers get rejected at the point of service, these situations will require some diplomacy and consideration. All Métro needs is one disgruntled customer, just one, who would take to social media and show discontent for having containers rejecte, and then Métro’s entire campaign will be ruined. It will be shocking if it doesn’t happen within the first month. So Métro, as a business, is taking on some risks by implementing such a policy.

Risks aside, Métro made the right decision. They were first, which means a lot in this business, especially when dealing with environmental issues. Plastics have become “Enemy No. 1” over the last few years, and grocers, among other food industry pundits, have struggled to find any quick fixes to packaging and plastics. Replacing straws, bags, and utensils were more of a distraction than anything. With this new policy, Métro is getting to the core of the issue: plastic packaging.

For decades, plastic has served an important purpose in the food industry as it was a cheap solution to keep food safe. Plastics gave us convenience, whether we liked it or not. But with this new policy, Métro is betting that for its consumers, environmental stewardship now trumps food safety. At the very least, they’re assuming that both are equal in the eyes of their customer base. Consumers have voiced concerns for a few years, so it is not surprising to see major grocers join other independent retailers that were at the forefront of reusable packaging.

Métro is essentially embracing the first era of reusable packaging. It won’t end here — far from it. In fact, it would not be surprising to see other grocers push the reusable-packaging envelope even further. What’s next will be solutions that could range from reusable packaging in consignment, shared across the supply chain, to compostable packaging for a variety of food products. These technologies do already exist.

Still, some questions remain. We have been spoiled by convenience for a many years, and only time will tell if many of us are willing to let go of our quest for the easy fixes plastics provide.

Sylvain Charlebois is Scientific Director at the Agri-Food Analytics Lab, Dalhousie University and a Professor in Food Distribution and Policy, Dalhousie University