Greenpeace cries greenwash as Amazon Fresh chills food with frozen water bottles

24 Nov 2021 --- Amazon Fresh in Singapore is replacing unrecyclable gel packs with recyclable frozen water bottles to maintain the freshness of frozen and chilled products during deliveries. Despite the e-commerce giant claiming this “packaging innovation” reduces waste, Greenpeace has labeled the solution “an attempt to greenwash packaging.” 

“Frozen plastic bottles are not the solution. The reduction of single-use plastic – not recycling – is the solution because, in reality, recyclable doesn’t mean recycled,” Abigail Aguilar, regional campaign strategist at Greenpeace Southeast Asia, tells PackagingInsights.

However, an Amazon spokesperson tells PackagingInsights the company has been transparent with this solution and not provided any unsubstantiated or overstated claims, which is why it does not agree with the greenwashing criticism. 

“We recognize the need to continuously work on our processes to use more [environmentally] sustainable packaging,” the spokesperson points out. “This solution represents just another step in that direction. We are working to constantly optimize the overall customer packaging experience to minimize waste.”

“This [optimization] includes driving improvements in packaging sustainability across Amazon's supply chain, starting with our own packaging and operations. We are committed to building a sustainable business for our customers, employees and communities, driving toward a net-zero carbon future.”

Amazon Fresh highlights the bottles are 100% recyclable and can be conveniently dropped in blue recycle bins across the country. The bottles also contain drinking water for consumption, cooking and watering plants. All orders of frozen or chilled products, such as meat, seafood and ice cream, will be accompanied by a frozen water bottle in the new scheme.

Greenpeace unconvinced
Singapore will be the first country in Asia where Amazon will adopt the frozen bottle solution, facilitating increasing demands for recyclable options on the island.

The frozen water bottles will be used to keep seafood and other products fresh during delivery.“It is good Amazon Fresh is admitting it needs to think about new ways to deliver its frozen food,” Aguilar concedes, “but promoting frozen plastic bottles is an attempt to greenwash its packaging.”

“Big brands need to give up their dream of recycled content as a supposed fix to this crisis. It makes no difference to a turtle in our oceans that ingest plastic whether it is virgin or recycled or even plant-based.”

“We need a system reboot to create an economy not fueled by throwaway culture pushed by brands like Amazon Fresh. Our current take-make-waste economic model continues wrecking our planet,” she argues.

Singapore seeks outs recyclability
Amazon indicates demand for recycling options is growing in Singapore as part of a general consumer trend toward increasingly environmental practices in daily life. However, packaging design must also contend with the region’s hot and humid weather.

“The switch to frozen water bottles underwent extensive testing and research to create the right solution for Singapore’s hot and humid weather. They have proven to provide the same cooling effect as the original gel packs,” shares Manuel Berbuer, general manager for operations at Amazon Singapore.

“On top of that, frozen water bottles have also been tested extensively through the entire last mile journey to ensure the packaging’s integrity and products’ freshness are not compromised.”Amazon has noted a growing demand for recyclable options in Singapore.

“As conscious corporate citizens, we are cognizant of the need to continuously work on our processes to use more [environmentally] sustainable packaging, and this is a step in that direction.”

Amazon’s environmental responsibility
In its 2020 sustainability report, Amazon claimed to be the world’s largest corporate purchaser of renewable energy, targeting 100% renewable energy across all its global operations by 2025. 

Moreover, over 200 organizations have signed up to Amazon’s Climate Pledge, promising net-zero carbon across their businesses by 2040 – a decade ahead of the Paris Agreement’s 2050 target.

The Climate Pledge builds on Amazon’s existing programs like Shipment Zero, an initiative to make all Amazon shipments net-zero carbon, including 50% net-zero shipments by 2030.

In packaging, the e-commerce giant works with vendors and suppliers to enable “Ship in its own container” solutions, reducing material use.

Amazon France recently announced it would stop packaging items in single-use plastic sleeves by the end of the year, replacing them with paper sleeves or cardboard envelopes.

By Joshua Poole