Waitrose has announced a new ruse to boost its green credentials, in a tie-in with the overhaul of its online delivered service.

Via a partnership with the Woodland Trust, the retailer make a contribution to planting new trees across the UK for every order placed on waitrose.com.

The supermarket said 30 acres of new woodland would be created this year as a result of the initiative, announced to coincide with the £10m re-launch of its online service tomorrow.

“The launch of our new online platform is a real milestone for our business, which truly accelerates our progress as a multi-channel retailer,” said managing director Waitrose Mark Price.

“Thanks to our unique partnership with the Woodland Trust, we’re not only improving our customers’ shopping experience online but making a positive contribution to the environment at the same time.”

Read more
Ocado expands its horizons with West Country deliveries (1 March 2011)
Waitrose emails a million to kick-start London online push (21 February 2011)