CorpComms Magazine

UK supermarket Sainsbury's has upped the ante with the launch of a new £1 billion sustainability plan.

The so-called 20 by 20 Sustainability Plan sets out 20 sustainability targets to be achieved by 2020.

Plans include a promise to double the amount of British food it sells by 2020 and implement a 30 per cent carbon emission reduction by the same target.

The retailer anticipates that by 2020 some 20,000 of its employees will have at least 20 years' service. It is also pledging 50,000 new jobs in the UK.

The Prime Minister David Cameron has welcomed the move.  'I welcome today's announcement from Sainsbury's. It is a great example of the principles of Every Business Commits - helping to create jobs and growth whilst also tackling our shared social and environmental challenges, investing in their workforce and in our communities, and building a bigger, stronger society.'

This initiative is the latest in a slew implemented by the retailer. It has been marketing itself as the largest retailer of MSC certified fish and RSPCA Freedom Food products. It is also the first  Paralympic Games only sponsor.

It comes as the supermarket launches its Brand Match campaign. Sainsbury's is pledging to save customers money by price matching thousands of items sold by rivals Tesco and Asda.

The announcements are mounting evidence of an increasingly aggressive battle between UK supermarkets. Tesco posted its worst performance for 20 years last week.

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