The protective packaging is designed to reduce reliance on plastics while boosting presentation
WA Farm Direct has launched a cardboard punnet trial for its Baby Bravo offering just before the close of the season. The new punnet is designed to reduce reliance on plastics while enhancing fruit protection, presentation, and on-shelf impact for consumers.
Developing the punnet took time and careful consideration to ensure it met multiple criteria including the reduction of plastic, according to WA Farm Direct.
The result is a design that protects smaller-sized Bravo apples, keeps them secure during handling, and presents the fruit in a premium, eye-catching format.
Beyond its functional benefits, the cardboard format showcases the natural colour and premium positioning of Baby Bravo, helping it stand out on shelf for consumers.
Made from responsibly sourced cardboard and fully recyclable through household recycling systems, the marketer said the punnet reflects shopper expectations while supporting positive outcomes across the fresh produce supply chain.
“Baby Bravo continues to grow in popularity as a healthy, flavour-packed snacking apple. This punnet allows us to protect fruit quality while presenting it in a premium, eye-catching way for consumers,” said Rebecca Blackman, executive manager at WA Farm Direct.
“It has taken time to produce something that meets all of our goals – including reducing our use of plastic – and we’re excited to see how shoppers respond. We will continue exploring packaging solutions that continue to provide benefits throughout the supply chain.”
The cardboard punnet trial for Baby Bravo is now underway in West Australian retail outlets, with results to be reviewed at the end of the season. If successful, the punnet is planned for national rollout in 2026.
