The international marketing magazine for fresh produce buyers in Europe
Carl Collen

BY CARL COLLEN

Natural Branding helps fight plastic

More than 22m units of "unnecessary plastic packaging" have been saved thanks to Natural Branding from Eosta

Natural Branding helps fight plastic

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Netherlands-based Eosta has announced that it has, in close cooperation with 32 retail chains in 13 countries, saved more than 22m units of unnecessary plastic packaging due to Natural Branding laser technology.

"In supermarkets, organic fruits and vegetables are usually packed in environmentally unfriendly plastic foil in order to distinguish them from the non-organic alternative," the group stated. "Over the past years through Natural Branding, Eosta has been addressing this issue and is avoiding any form of packaging."

The process sees a high definition laser removing part of the pigment from the outer layer of the peel of the fruit or vegetable, leaving a permanent mark. As this mark is clearly visible it is no longer necessary to pack the products in plastic.  

These plastic free organic products have been welcomed by both retailers and consumers, and to date more than 32 supermarket chains in 13 countries have adopted natural branded products in their stores. 

Packaging manager Paul Hendriks, who has been the driving force behind this development, is obviously delighted: “It’s great to see that so many retailers have embraced natural branding and understand that the most sustainable form of packaging is actually no packaging," he said.

Eosta's sustainability manager, Michaël Wilde, was also very proud: “Together with our retail partners we have helped save 22 million packaging units which adds up to 6,000 km of plastic film and a CO2 savings which is the equivalent of driving 255 times around the globe”. He adds: “And we are only just getting started.”
 

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