I like the idea of week-long or event specific targets to get people interested and active in the idea. I think this sort of easing people in by testing feasibility, especially on the scale of something like the 2012 Olympics will be a huge step in the right direction.
Ultimately, though, we have to get manufacturers on board - perhaps through consumer pressure.
"When I see a plastic mushroom container I nearly weep," says Mrs Reid. "What could I use it for? I could use it for lots of things - like plant trays - but I have got enough. Plastic does break down but it doesn't turn back into anything useful for hundreds, possibly thousands of years."
This sort of quote seems to indicate that she has no choice but to buy mushrooms in plastic containers - packaging for stuff as quickly consumed as food really ought to come in more environmentally friendly containers.