As part of the Retail Team, I worked with retailers, brands, manufacturers and other members of the supply chain to identify opportunities for resource efficiency and waste reduction. Initially this was focussed around the reduction of packaging waste going to landfill, as per the original Courtauld Commitment objectives; but soon grew to a wider remit of reducing product waste as well. Food waste had been identified as a serious issues for many countries. WRAP carried out pioneering research to identify what specific food groups were being wasted as well as contributing factors such as supply chain methods, user behaviours and packaging formats. My role focussed on engaging the design sector and highlighting the strong role there is for the creative industry in, and moving towards, a more sustainable future for retail and brands.By their very nature, creatives respond positively to such challenges and are natural problem solvers ... Amongst the numerous case studies published by WRAP, I led several demonstration projects with leading creative agencies showing concepts for alternatives methods of packaging, product dispense and brand experience could be delivered. These were used as a call to action within the agencies themselves, as well as at industry conferences to help retailers and brands deliver against corporate and legislative targets.Whilst at WRAP, as well as presenting at numerous conferences and leading a range of demonstration projects, I was responsible for setting up and co-ordinating the On-Pack Recycling Label Scheme working group. This was a cross-industry group of retailers and brands who were keen to develop a common set of labels to go on retail packaging that really helped consumers understand what packaging elements can and cannot realistically be recycled with the UK recycling infastructure.