Written by
Garry Taylor
Director of Business Development, Whistl Fulfilment
Sustainable logistics used to be a niche topic. Now it’s becoming a core part of how retailers operate and how customers choose who to buy from.
As both consumers and regulators demand greener operations, retailers are turning to their 3PL partners for credible, science‑based environmental progress.
Delivering Sustainable Logistics
Whistl Fulfilment, backed by the Whistl Group’s validated net‑zero strategy and award‑winning ESG initiatives, is helping brands reduce emissions, cut waste, optimise packaging, and build more resilient sustainable 3PL partnerships.
In this interview, Garry Taylor, Director of Business Development at Whistl Fulfilment, shares how we’re supporting brands on their sustainability journey.
From eco‑friendly packaging and waste reduction to collaborative ESG planning, this is what’s required to be more sustainable - without impacting service levels.
Retail Priorities and Logistics Levers
Q: Why is sustainable logistics becoming such a priority for retailers?
A: Two big forces are driving the conversation: consumer expectation and ESG accountability.
Our recent consumer research told us that online shoppers are becoming far more aware of the environmental impact of delivery. Consolidated deliveries and recyclable packaging ranked among the fastest‑growing priorities, at 62% and 58% respectively. This shows that customers notice whether brands make responsible choices, especially around packaging and delivery.
The second shift is organisational. Boards now have to report clearly on sustainability. Retailers want partners who provide not only good service, but measurable environmental progress they can stand behind.
That’s where sustainable 3PL partnerships really matter.
Q: How can logistics partners help retailers become more sustainable?
A: A strong logistics partner has four levers to reduce a retailer’s footprint. Here are some of the initiatives we’ve championed:
1. Warehousing energy efficiency
Whistl uses 98% renewable electricity across its sites and is investing in smart monitoring, voltage optimisation and asset upgrades to reduce consumption.
2. Responsible, eco‑friendly packaging
A recent packaging review for Muddy Puddles consolidated 250+ SKUs and cut excess materials, reducing waste and simplifying operations for customers. This is increasingly important as retailers look for both cost‑effective and eco packaging choices.
3. Cleaner transport and fleet decarbonisation
Across the Whistl Group, emissions have been falling thanks to the introduction of low‑carbon fuels like Hydrotreated Vegetable Oil (HVO), advanced telematics, aerodynamic trailer design, and removal of hundreds of thousands of HGV miles from our routes.
4. Transparent reporting
Retailers need visibility to meet ESG disclosure requirements. Tools like our industry‑first Fuel Carbon Calculator for bulk mail help customers understand emissions and model the impact of switching to cleaner fuels.
Sustainability isn’t guesswork. It comes down to data, visibility and making practical operational changes. A logistics partner must be able to deliver all three.
Q: What is Whistl’s overarching approach to sustainability?
A: A lot of suppliers talk about sustainability. The difference is delivering it in day-to-day operations. Whistl’s ESG framework is built around three pillars - valuing colleagues, fulfilling opportunities, and preserving our natural environment. We’re committed to net‑zero by 2045, with ambitious interim targets validated by the Science-Based Targets initiative (SBTi).
But what matters most is delivery:
- We’ve reduced carbon emissions for three consecutive years.
- 98% of our electricity is already renewable.
- Nearly all our company cars are low‑emission or electric (99% in 2025).
- We achieved a 78% recycling rate and are targeting zero operational waste to landfill.
Sustainability is built into the business. This thread runs throughout procurement and fleet to packaging, supplier engagement and circular economy initiatives.
Building Sustainable Partnerships
Q: How is Whistl helping brands create sustainable partnerships that go beyond operations?
A: Retailers want a 3PL provider who shares their values and works with them over the long term. Two examples show this in action:
The Muddy Puddles Partnership
Muddy Puddles is a Certified B Corp, and we’ve worked together for more than a decade. In 2024, we rolled out recyclable, eco‑friendly packaging that cut plastic use by more than 90%. We also supported their marketplace expansion with seamless API integration, helping deliver a 4.8 Trustpilot score.
Our award-winning partnership saw us secure a joint-win for Best Business-to-Consumer Performance (Baby, Children & Family) at the Direct Commerce Awards.
Supplier engagement & the Whistl Supplier Charter
We expect our suppliers to meet high environmental and ethical standards and 96% of supplier spend is now covered by that Supplier Charter.
It’s about making sure every partner in the supply chain is working to the same standards.
Questions to ask your 3PL
Q: What are retailers most curious about when it comes to sustainable fulfilment?
A: Based on my LinkedIn conversations and interactions at events like the Direct Commerce Association Annual Summit, retailers consistently ask about three things:
1. How do we balance cost, speed and sustainability?
Usually through optimisation. Smarter routing, better packaging, fewer split locations across the warehouse and fewer miles. (A topic I often discuss with brands on LinkedIn.)
2. How do we deal with waste, particularly packaging waste?
Eco packaging is increasingly a “deal‑breaker” for consumers, and the introduction of greener materials is a topic resonating strongly across the sector. A good 3PL will have solutions for this.
3. What does a future‑proof 3PL look like?
In my experience, it’s increasingly important to build 3PL partnerships that go beyond the transactional. When it comes to sustainable fulfilment, this means marrying your decarbonisation targets and your customer experience goals. The best setups balance sustainability with cost and service, not treat them separately.
What’s clear is how sustainability has moved from being seen as a technical issue to a strategic one.
Q: How is the conversation around sustainable logistics evolving?
A: It’s shifting from “what should we do?” to “how fast can we do it?”
Whistl’s participation in the UK’s first emission‑free delivery trial - using electric rail freight, EVs and cargo bikes - shows where the industry is heading.
The new conversation is about:
- data‑driven carbon measurement
- multi‑modal sustainable delivery
- upstream supplier responsibility
- circularity, not just recycling
- designing fulfilment networks for resilience as well as sustainability
Retailers want partners who operate ahead of regulation, not behind it.
Advice for Retailers
Q: What advice would you give retailers reviewing their fulfilment strategy?
A: Ask these four key questions because they’ll reveal everything you need to know:
- Can your 3PL prove progress, not just promise it?
Look for science‑based targets, verified reductions and transparent reporting. - Do they reduce impact across the full customer journey?
Warehousing, packaging, transport and returns all matter. - Will they tailor the operation to your brand?
Sustainability must work for your products and your customer promise. - Will they give you transparency?
Data must be visible and actionable.
Sustainability doesn’t come from one big change. It’s the result of lots of small decisions done well.
Q: What excites you most about the future of sustainable fulfilment?
A: Three things:
- Innovation: Alternative fuels, emission‑free delivery models, smarter warehouse technologies.
- Partnership: Seeing brands align their sustainability goals with ours. It’s even better when you win joint awards with your partners, much like we did at the 2025 DCA Awards. This showed our whole cross‑functional approach resonated strongly.
- People: Internally, sustainability has become a shared mission across Whistl teams, from fleet to ESG to fulfilment. Externally, this has provided us with so many learnings we can pass on to our customers.
Ultimately, sustainable fulfilment will continue to evolve so long as it is treated as a competitive advantage and not a compliance task.
Closing Thoughts
Sustainable logistics is becoming a core part of modern retail with customers demanding more from brands without sacrificing on quality of service. The focus now is on practical changes that reduce impact without affecting the customer experience.
As Garry highlights, sustainability is a journey grounded in collaboration, transparency and long‑term thinking. For retailers, the key is to find partners capable of accelerating their ESG ambitions and delivering on their brand promise.
Want to know how you can benefit from sustainable logistics? Get in touch with the team for a tailored exploration of your current set-up and to understand where changes can be made.
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