Yes, reusing what has already been bought is far better than simply chucking it (although I put as much into our recycling bin as possible).
I read a good post recently promoting a reuseable product which (if memory serves) consisted of beeswax-covered cloth, for wrapping food. I would imagine this stuff could be used to wrap certain frozen foods too.
One of our big supermarket chains had a recent survey done asking its customers whether they'd rather be charged for their shopping bags (and the money going to charity), as part of an idea to reduce the use of the plastic bags; but then looking around the shop at the HUGE amount of plastic wrapping used on products, not to mention the screeds of paper wasted on printing long till receipts (most of which taken up with advertising!) it all feels so pointless unless changes are implemented across the board. A bit like trying to walk against a very strong wind, but I know a small step forward is better than none at all. :)