What we really need to tackle our plastic problem is for companies and governments to stop using plastics altogether when it isn’t necessary. The supermarket chain Iceland is showing that it’s possible to phase out the use of plastics completely after committing to eliminating plastic packaging for all its own brand products within five years. The retailer said it would be replacing plastic with packaging including paper and pulp tray and paper bags, which would be recyclable through domestic waste collections or in-store facilities.