ROCHESTER, N.Y. — After a successful pilot here, Wegmans Food Markets is rolling out plastic bags made of 40% post-consumer recycled plastic chainwide. The retailer believes the recycled content is among the highest in the industry.

“This has been a work in progress to find a bag that helps with environmental sustainability and is tough,” writes Mary Ellen Burris, senior vice president of consumer affairs in a Fresh Ideas blog post. “Too much recycled content and the bags are weakened. Not enough and it’s hardly worth the effort. The magic number for us right now is 40% recycled content, with the rest being virgin plastic.”

Wegmans also continues to encourage reusable bag use. This Saturday from 11 a.m. to 3 p.m., shoppers who bring back a plastic bag filled with used plastic bags will get a coupon for a free reusable bag worth 99 cents. The plastic bags will be sent to Houston-based Superbag where they’ll be recycled to make plastic bags with 40% recycled content.