Marc Bolland has claimed Morrisons is more environmentally friendly than other chains as the retailer launched a campaign to reduce the amount of food thrown out by consumers.

The chief executive said Morrisons' carbon footprint had reduced by 36% over the past three years and claimed the retailer's vertically integrated supply chain meant it made use of a far higher proportion of the fresh produce it bought. "Our whole crop purchasing enables us to sell far more of the fruit and veg we buy," he said. "We sell 20% more of the potatoes we buy than the industry average. We even use broken potatoes by passing them back through the chain for pigfeed."

In the Great Taste, Less Waste campaign, launched this week, Morrisons will put stickers on food to show how to store it. Every product had been tested to see if packaging could be reduced. Peppers are no longer packaged as a result.