Home and personal care product manufacturer and retailer Grove Collaborative has launched its Beyond Plastic Impact Tracker.

The exclusive tool discloses the amount of plastic avoided and recovered in each order.

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Plastic avoidance is achieved by offering products containing few or no single-use plastics, leveraging materials with higher recyclability such as aluminium, glass or paper so customers can avoid purchasing plastic in the first place.

Plastic recovery is achieved through Grove’s plastic neutrality commitment. For every ounce of plastic sold to customers on Grove’s website and through brick-and-mortar retail partners, the same weight of ocean-bound plastic is recovered from nature through the company’s ongoing partnership with rePurpose Global.

In addition to plastic avoidance, for any plastic that is sold through the retailer’s website or brick-and-mortar partners such as Target and CVS, Grove will continue to recover the equal weight of plastic from the environment.

This is part of Grove’s new sustainability goal to avoid 15m total pounds of single-use plastic waste by 2030 — the equivalent of 495 million standard water bottles.

Grove reports on its progress through its annual Plastic Scorecard and has introduced a plastic intensity metric that measures its progress in decoupling its revenue from the material.

Customers can search and shop for reduced plastic alternatives through the company’s Beyond Plastic digital badging system, which identifies products that are 100% plastic free, 95%+ plastic free, or contain no single-use plastic.

In 2020, the company set out to be 100% plastic-free by 2025. This goal led to the creation of the industry-led Plastic Working Group with 130 brand partners.

Grove Collaborative CEO Jeff Yurcisin commented: “Despite being 18 months away, we know we won’t reach our goal of being 100% plastic-free. We are just as committed to being a part of the solution to the plastic problem and are confident our new plastic goals will reignite the urgency for our industry to continue transforming with us.”