The opening of world’s first plastic-free supermarket aisle in Amsterdam is the fruit of a year-long campaign by A Plastic Planet, a UK-based initiative launched in January 2017 with a single goal: “to dramatically reduce” plastic usage, especially in food and drinks packaging.

The collaboration with Dutch supermarket chain Ekoplaza allows shoppers to choose from 700 items that are plastic packaging-free. All the fittings and labels in the aisle are non-plastic, too.