Continente brand’s rice 1 kg packages will be available on paper (certified and recyclable) by the end of the year, contributing to a reduction of 61 tonnes of plastic per year. Continente is the first private label to make this transition, which was one of the 10 finalist proposals in the ‘Out of the Box’ contest launched to consumers last year.

The transition will be gradual over the next few months and will involve 8 references of Continente rice – ‘Thai Jasmin’; ‘Agulha Selecionado’; ‘Agulha Europa’; ‘Vaporizado’; ‘Basmati’; ‘Carolino’; ‘Aromático Punjab’; and ‘Risotto’ - for sale at the leading national food retailer’s stores.

One of Continente’s major commitments is to anticipate by 2025 the ambition defined by the European Union for 2030, that the entire brand’s packaging placed on the market is reusable, compostable or can be recyclable in an economically efficient way. In addition to this commitment, Continente also undertakes the mission of incorporating at least 30% of recycled raw material into its plastic packaging by 2025.

In 2022, the retailer achieved a recyclability rate for its plastic packaging of 80%, representing a growth of 5.3 pp compared to 2021, and the incorporation of 14.1% of recycled raw material (+2.0 pp compared to 2021). In addition, the brand created an eco-design manual to guarantee the development, from scratch, of more sustainable and effectively recyclable packaging for its products.

With more than 4 thousand private label products present in the daily lives of families in Portugal, namely through the ‘Continente’, ‘Continente Equilibrio’, ‘Continente ECO’, ‘Continente do Bebé’, ‘Continente Seleção’ and ‘Continente Bio’ ranges, Continente has sought to find and implement measures that seek to minimize the impact of its activity and that contribute to sustainable development.


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