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A new organic food store has opened in London’s trendy Clerkenwell district where everything for sale is sold without packaging – Unpackaged.

Shoppers are invited to bring their own containers to fill with everything from fresh organic produce to organic rice, organic dried fruits, organic oils and even eco washing powder. The store does offer reusable containers if needed, but is heavily promoting their customers to bring their own by offering a discount of 50 pence per kilo (about US$1 every 2 lbs).

It’s an old-fashioned concept. This is the way most stores operated a hundred years ago, from the old Wild West trading posts of California to the village delicatessens of the Swiss Alps. But the difference with this new store is that it’s modern and fun, with a deep political motivation to spread an eco-message while passing on the price benefits of lower packaging.

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