This dataset was produced as part of the project: Reducing plastic packaging and food waste through product innovation simulation, funded by the NERC (Ref: NE/V010654/1). The wider project was concerned with building a Discrete Event Simulation (DES) model that can simulate food and food packaging as it moves through a household, from purchase to disposal. The dataset is qualitative in nature. The motivation for the research was to inform current and future modelling efforts, to enhance project impact. 9 semi-structured, key informant interviews were conducted with a number of packaging industry experts, recruited through Packaging Industry trade shows, LinkedIn contacts, personal networking, and through participation in the project advisory board membership. These interviews were conducted remotely and informed consent was gained for each interview. The data collection contains 8 of these interviews, as one participant withdrew from the research at the anonymisation stage. Interview transcripts are stored as .docx files. Consent forms and information sheets can be viewed as part of the data documentation.THE PROBLEM Plastic packaging waste is a major issue that has recently entered public consciousness, with the British government committing to a 25-year plan that would phase out disposable packaging by 2042. Around 41% of plastic packaging is used for food, with the UK generating 1 million tonnes per year of packaging waste. Food packaging has had a 1844% increase in recycling since 2007, yet still only one third of food packaging is currently recycled [3]. Currently many consumers are boycotting plastic packaging. However, this is leading to a rise in food waste (and foodborne illness risk) due to decreased shelf life. Up to a third of the resources used to produce food could be saved by eliminating food waste [1]. In the UK, approximately 10 million tonnes of food are wasted every year, with the average family (i.e. a household containing children) spending £700 a year on food that is wasted. 31% of avoidable household food waste (1.3 million tonnes), is caused by a mismatch of packaging, pack, and portion size, and household food habits [2]. Plastic pollution and food waste can be reduced through product re-design and other household interventions. However, there is little evidence to determine the best solutions to reduce plastic pollution and food waste. The food industry and consumers have a variety of possible solutions, but no way of knowing the impacts and unintended consequences (without costly, time consuming trials and measurement). This is a major barrier to empowering the food system to enable the rapid reduction of plastic waste. THE VISION This project reduces plastic pollution (and food waste) by providing a decision support tool to trigger action in the food industry and by consumers. Evidence concerning plastic and food waste reduction (and trade-offs with cost, and environmental impacts) will be generated by updating the Household Simulation Model (HHSM). The HHSM was piloted by the University of Sheffield and WRAP (the Waste & Resources Action Programme) to model the impacts of food product innovation quickly, to enable manufacturers to select the best innovations and interventions, and to prioritise their development and deployment. This project will incorporate into the current HHSM, data on 1) plastic packaging options and composition (from Valpak/WRAP), 2) household behavioural insights around packaging (single and reuse options) and food (provided by UoS/WRAP), with specific fresh produce data (from Greenwich) 3) plastic in the supply chain and environmental impacts (via SCEnATi- a big data analytics tool of the food supply chain processes (provided by Sheffield). The updated HHSM will enable the quantification of plastic and food waste reduction, and the environmental and monetary trade-offs of various solutions. This will be done by developing an optimization engine and integrating it with the updated HHSM which will further the simulation optimization methodology with the findings from applying developed meta-heuristic algorithms to this problem. Possible solutions include offering consumers different pack sizes, or changing packaging type/shape/reusability/durability. The most successful solutions will be translated into consumer and industry guidance focusing on the top 30 foods linked to the highest waste and tradeoff potential. This will enable rapid product and food system redesign. This guidance will be open access, and deployed through WRAP and global industry networks, and open access web tools. WRAP is coordinating the voluntary agreements UK Plastics Pact and the Courtauld Commitment 2025 (focused on food waste and carbon reduction). This allows rapid scaling of the HHSM outputs throughout the UK. References: [1] Institution of Mechanical Engineers, "Global food - Waste not, want not" London, 2013 [2] Quested, T. E., et al. "Spaghetti soup: The complex world of food waste behaviours." RCR 79 (2013): 43-51. [3] Recoup 2018, UK Household Plastics Collection

This research project consisted of 9 semi-structured qualitative interviews with experts in the UK packaging sector, based on a guide formulated to address the following research questions: 1. What are the main areas of interest, materials, and packaging forms which are being considered for packaging innovation among UK retailers / packaging suppliers? 2. What is driving this innovation in packaging? How do UK firms come to understand this need to introduce new packaging substances and forms? 3. How are packaging innovations developed and brought to market? 4. What are the barriers for different kinds of innovation? Participants were selected who were experts in the packaging sector, through purposive sampling. We approached a number of members of the project (‘Reducing plastic packaging and food waste through product innovation simulation’, Ref: NE/V010654/1) advisory board, used extensive networks of contacts within the industry (partially represented on LinkedIn) and attended packaging industry conferences and events (Packaging Innovations and Materials Research Exchange) to identify potential participants and to invite them to participate. Details were collected from the participants, and informed consent was gainedd. Ethical approval was granted by Sheffield Management School for this project and this proposed sampling approach (ref: 049768). The interviews were transcribed manually and anonymised according to the ethical approval process. Unfortunately, one participant withdrew from the research as the anonymisation stage and so there are only 8 transcripts in this deposit.