Retail technology innovation of the week: Waitrose & Partners connects with Polytag Ecotrace Programme

Retail Technology Innovation of the Week is a series brought to you by RTIH, and sponsored by 3D Cloud, highlighting stand out deployments, launches, and initiatives by retailers and tech suppliers.

Every week, we will showcase forward thinking tech plays that have impressed our Editor and the Retail Technology Innovations Report judging panel, alongside the publication of the 2025 report.

So far, we’ve flagged up sterling work being done by Ocado Retail, Decathlon, Lacoste, Downtown Spirits, TalkShopLive, Huck’s, Wing, Nobody’s Child, IKI, Pixevia, Archive, Therabody, Outform, Kingfisher, Boots UK, Ocula Technologies, Ikea, Carrefour Belgium, Matalan, and McDonald’s.

And this week we’re focusing on Waitrose & Partners, which has joined Polytag’s Ecotrace Programme, where the aim is to transform the tracking and recycling of single-use plastic packaging in the UK.

As a member, Waitrose will gain 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 was launched in the summer of 2024. With its partners, Polytag is deploying its invisible UV Tag detection technology in 12 Materials Recovery Facilities (MRFs). These units, which are retrofitted to conveyors, detect packaging that has been ‘marked’ with Polytag’s invisible UV Tags, applied at speed using fluorescent ink.

As Extended Producer Responsibility (EPR) legislation comes into force, retailers and brands will need to take responsibility for the recycling of their packaging materials.

Alice Rackley, CEO at Polytag, says: “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.”

“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. We would also love to hear from other industry leaders that are interested in joining the programme to work towards a more circular economy.”

Denise Mathieson, Head of Packaging Design & Delivery at Waitrose, says: “We are committed to reducing our impact on the environment and finding innovative solutions to improve the recyclability of our packaging. Joining the 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. 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.”

2025 RTIH INNOVATION AWARDS

Green retail will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which will open for entries in April, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.