The supermarket chain, Label'Vie, has launched Morocco’s first 100% biodegradable plastic carrier bag in an effort to reduce landfill waste.

Label'Vie supermarket group signed an agreement with domestic environmental marketing group Greenberry and Symphony’s French distributor Alternative Plastics (APS) for the distribution of d2w controlled-life plastic products in the country.

With The deal, Label'Vie aims to improve its approach to green efforts issues by adopting a “green marketing” strategy.

The Supermarket has said that after trying all of the alternatives, the d2w was the ideal solution and that all its carrier bags will be degradable from January 2010.

The littering of plastic bags is a large problem in the North African country. Morocco’s Ministry of Industry, Commerce and New Technologies, Ministry of Energy and Mining, and the Ministry of Water and Environment have recently issued a joint decree, which came into force in the beginning of October to ban the production of black plastic bags in the country, as a first step to circumvent this matter.

Symphony Environmental Technologies specialises in marketing a wide range of plastic products and technologies and operates worldwide. In particular, the company is a world leader in the development and marketing of totally degradable plastics and sells both finished plastics products and pro-degradent additives through a growing network of international agents and distributors.

Created in Morocco nearly 25 years ago, Label’Vie is a large-scale retail trade name operating 19 supermarkets with 1,400 employees. At year-end 2008, Label’Vie reported sales of over DHS1.1 billion. Label’Vie’s development plan, presented at the time of its initial stock market listing, calls for 40 stores by 2011, including 6 hypermarkets.