Asda To Broadcast Infomercials On Green Credentials

Thu, 08 May 2008
 
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Asda is set to launch a new behind-the-scenes TV documentary focusing on its efforts to go green by cutting waste, reducing packaging and sourcing more sustainable products .

The 30-minute ‘People, Prices, Planet’ documentary will be aired on Sky's Information Channel every evening for the next three weeks, starting next Monday, and will also be streamed online at information.tv .

The programme, which Asda has paid to air, aims to reach environment groups such as Greenpeace and Friends of the Earth, as well as government departments and MPs.

The supermarket chain said the short documentary will also be used as an internal communications tool, targeting the Asda workforce.

The ‘People, Prices, Planet’ film consists of six sections that each focus on a different part of Asda’s green operations, such as sourcing sustainable orange juice and the retailer’s distribution network which involves shipping 70 per cent of its non-food imports, rather than moving them by road.

In addition, the documentary will also highlight Asda’s use of local food hubs, its organically produced children’s food and its low carbon egg production.

Paul Kelly, Asda’s corporate affairs director, commented: "I’m sure some will accuse us of propaganda or greenwash, but we believe it’s important to tell people what we’re doing to reduce waste, cut packaging and source our products in a more sustainable way.

"Over the last couple of years the media has become a little weary of all the green supermarket stories that are relentlessly sent out, so we’re had to find an unconventional route to get our message out."

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