Single-use, sustainability, branding, food safety: Today’s produce packaging is as important as the product.

In July, Kroger introduced a new fresh produce private label dubbed Field & Vine, spotlighting blueberries, blackberries, raspberries and strawberries grown by farmers in the United States. In doing so, the grocer illustrated what packaging can do in fresh produce.

Kroger, based in Cincinnati, OH, wanted to emphasize the product line developed from local sourcing. As such, the branding on the clamshells became an eye-catching way for the retailer to present Field & Vine and its all-American sourcing to its customers.

“Field & Vine features berries grown in the fields of American farmers that are picked, packed and delivered in stores during peak seasonality,” says Dan De La Rosa, Kroger’s group vice president of fresh merchandising when introducing the product line. “Harvesting at just the right time during the U.S. growing season allows us to provide our customers with an enhanced fresh experience.”

In an age where consumers are bombarded with messaging from an array of media, Kroger demonstrates grabbing the customer’s attention can often be best accomplished in the store, which means that packaging can play a substantial role in product success.

IT’S COMPLICATED

But branding is only one facet of packaging that connects with consumers. Concerns about handling and food safety were elevated during the COVID-19 pandemic, which led to more packaging, yet sustainability and recycling concerns have since returned to the forefront.

Elizabeth Callinan, assistant brand manager at Inline Plastic, Shelton, CT, says consumer packaging use in produce departments increased during the COVID-19 pandemic due to safety concerns and a desire to get in and out of stores quickly.

“In the aftermath, grocers seem to have scaled back a bit, in part due to the continuing preference for bulk produce among some consumers, and in part, to address environmental concerns some customers have raised,” she says.

Jeff Dolan of The Dimare Co., Newman, CA, — whose family has been in the wholesale and repack business for almost 100 years — says, from the perspective of a grower/packer/shipper, issues related to fresh produce packaging preferences ebb and flow.

“Plastic clamshells are always a double-edged sword,” he says. “They are relatively cheap, easily obtained and commonly accepted by the public. But, of course, environmental issues are always a concern. Use of cardboard as a replacement has not worked as well. It isn’t as sturdy, and I think the customer wants a transparent container in order to see what they are buying. Corn-based plastic packaging is an option, but it hasn’t taken off. But it is biodegradable, as long as it is exposed to the sun.”

Even within individual commodities, packaging varies. “Some tomatoes, grapes, cherries, TOV lend themselves to consumer packaging,” Dolan says. “Larger round and roma types generally are bulk items that the customer wants to touch, squeeze, and smell. Of course, retailers also like to have 4-packs or sleeves of tomatoes as another SKU and an alternative offering.”

Although he’s skeptical about how much single-use packaging can extend shelf life or support freshness in general, he admits packaged grapes and cherries “have less shrink and less liability with packaging.”

To make considerations even more challenging, companies have to weigh the recognition factor, especially given the marketing dollars growers can afford.

“Packaging does have the advantage of providing easier farm identification,” Dolan says. “But, we aren’t Coke or Oreo. Our marketing/advertising is pretty ineffective and really not even worth doing.”

Steve Greenfield, director of sales and marketing at NNZ Packaging, Lawrenceville, GA, says he’s somewhat surprised how fast some of the behaviors learned in the pandemic have been abandoned, resulting in a slide back to bulk fresh produce from packaged. A slight, but detectable, movement in material is happening, too.

“There is a little bit of a push toward paper and paperboard,” he says. “It’s a little more expensive. It’s mostly in organic or unique varieties of produce.”

CONVENIENCE VS. SUSTAINABILITY

“As we emerge from the COVID-19 era, our bustling lifestyles have resumed, driving the continued growth of the prepackaged meal prep sector in response to increasing demands for convenience and health-conscious options,” Inline Plastics’ Callinan says. “This shift reflects consumers’ desire for efficient meal solutions that free up valuable time for personal and family connections.”

At the same time, she adds, “we’re witnessing a rise in environmentally conscious consumers who prioritize retailers offering sustainable packaging alternatives, including recyclable, post-consumer and compostable materials, as well as options with reduced plastic content. Looking ahead, the packaging industry is poised for ongoing innovation in sustainable solutions, aiming to meet evolving customer expectations while contributing positively to environmental preservation.”

Victoria Lopez, marketing and business development manager, Fox Packaging, McAllen, TX, says the company has been in the thick of developing sustainable and innovative produce packaging solutions.

“Consumers are increasingly seeking eco-friendly options, and regulatory bodies are implementing stricter environmental guidelines,” she says. “Over the next few years, we anticipate a continued emphasis on sustainability, with advancements in biodegradable materials and smart packaging technologies that extend shelf life and reduce waste.”

It’s a tricky balance. For instance, Lopez adds, while paper sacks are widely used, their environmental impact is still a topic of discussion. “Similarly, the convenience of grab-and-go products must be balanced with the ecological footprint of single-serve beverage bottles. Our commitment is to continually evaluate and improve our packaging solutions to meet today’s sustainability challenges.”

Addressing sustainability concerns can make produce packaging more acceptable to more consumers.

“It’s not just about using responsible packaging. It’s also about guiding consumers with the right information to ensure the sustainability cycle is completed,” Lopez says. “Proper labeling educates on the importance of correct sortation and recycling, enabling consumers to become active participants in environmental stewardship.”

Callinan says plastic packaging producers are making strides in sustainability by optimizing material use and incorporating post-consumer content to minimize waste and conserve virgin resources. “They are also enhancing recyclable product development and improving communication about recycling practices, which collectively contribute to a reduced environmental impact.”

Consumer preferences are shifting notably, she adds. Paper sacks are becoming more popular for bulk items due to their eco-friendly properties, while single-serve, grab-and-go options remain favored for their convenience.

“These convenient packaging options extend product shelf life, which is a key part of their sustainability story. However, communicating this benefit effectively is challenging due to the complex, and often controversial, nature of their end-of-life disposal and overall lifecycle impact. Therefore, the challenge with anything made of plastic will continue to be the sustainable aspect, and balancing consumer needs with environmental responsibility.”

Sustainability ought to be an internal consideration, stresses Mark Hoppenjans, vice president of sales and sustainable business, Serv-Rend, Collinsville, IL. “We focus on being crystal clear on cost to adopt, legislation, infrastructure and our own habits as a manufacturing company,” he says. “We rate to Ecovadis every year and track water, waste and carbon closely. We work at it, and there’s still things to learn and improve.”

MATERIAL DIFFERENCES

For her part, Rachel Kenyon, senior vice president, Fibre Box Association, Itasca, IL, says, while the pandemic had a profound effect on consumer packaging, other changes in the marketplace are having their own impact.

“The pandemic triggered changes in consumer attitudes and preferences, and many started prioritizing healthier and more sustainable habits,” she says. “Meanwhile, a steady flow of alarming news about the environment is leading many people to consider how they can minimize their personal impact on the planet.”

Kenyon says another trend to watch is advancing use of automated technology in supply chains. “Machines are programmed to perform repetitive tasks with consistent results, eking out process improvements and efficiencies that are good for business. As more automated systems come online, they will invite the development of new packaging solutions that are designed to optimize productivity and adapt to changing times.”

Although demand for more sustainable packaging is often a point of discussion, the reality is a higher cost may be involved.

Hoppenjans says consumers are price-sensitive and evaluate things based on their own personal economics and convictions.

“Consumers have shown they will not pay more than 3% additional for a sustainable package,” he says. “Our industry has done a good job getting people excited about sustainable options and, at the same time, a poor job of being direct about the cost to adopt and working to drive the cost of sustainable materials down versus conventional.

“Between now and 2035, I expect to see a gradual upward line toward more sustainable materials and bulk where the whole field-to-kitchen transit makes sense,” Hoppenjans adds. “It will be a jagged line though. You’ll see dips based on legislation and cost. More younger consumers coming into the market and starting households will be part of this gradual trend. They’ll be active in 2050 and 2060 and are much more tuned into the whole life of the products they buy.”

He says the immediate future is focused on recycled content and recycling rates.

“This makes the most sense for cost and making small improvements now,” Hoppenjans says. “New materials that are compostable are still two to four times the cost of conventional. For produce, that can only make sense in a few, very high-margin products.”

It’s going to take some time to improve materials and scale to drive cost down, he adds. “The supply for conventional sources, paper and plastics, and the equipment are both set and very efficient. Displacing these with newer materials is not going to be sudden, especially at slightly higher costs.”

Compostable packaging is getting “very little traction in produce because of cost,” he also notes. “Very few compost facilities take compostable packaging. About 100 of 5,000 nationally. Recyclable and recycled content are both gaining.”

Although sustainability concerns are broadly felt today, many factors influence the development of produce packaging.

“It’s sales, marketing and compliance that are driving new approaches,” Hoppenjans says, noting that packers/distributors “want packaging and suppliers that support their targets for material and data.”

NAME GAME

Packaging has multiple functions including, for many growers and retailers, as a way to make their products stand out. Fox Packaging’s Lopez says packaging is about a lot more than just protection.
“We understand the critical role branding plays, with key principles like clarity, authenticity and consistency driving our approach to packaging design,” she says.

Clarity, she explains, ensures a brand is “instantly recognizable and stands out in a fast-paced retail environment, while authenticity creates a genuine connection with consumers.”

“Consistency across all packaging graphics reinforces brand identity and fosters customer loyalty,” Lopez adds. “By focusing on clear and consistent branding, we help influence consumer perception and choice, supporting the broader goals of responsible packaging and conscious design.”

Kenyon, with the Fibre Box Association, says brand recognition connects consumers to products they trust.

“Packaging is an obvious medium for branding messages,” she says. “Packaging can be used as a promotion vehicle, a branding platform and an information source for consumers who want to know more about the brand, the product, and the package. Sometimes the package itself attracts shoppers.”

Since it can include QR codes and online links, packaging can help companies engage consumers in new ways. Hoppenjans says because branding “does play a role, investments here must produce a return in the form of repeat orders and loyal customers. In the long run, sustainable materials will be used for brand loyalty with younger consumers. You’ll see this gamified on mobile devices to increase use.”

The use of packaging to deliver fresh produce, along with a statement of the advantages that a brand offers, can be key to gaining traction with consumers.

“In today’s competitive marketplace, effective branding is crucial for making packaging stand out and attract consumer attention,” Callanan says. “Ultimately, thoughtful branding transforms packaging into a powerful marketing tool that deeply resonates with and influences consumers, turning the humble package into a storytelling medium that can make or break a sale.”

NNZ has come up with something called a pop-up pack for round fruits and vegetables. It’s a high-graphic paperboard tray that can be readily branded, easily used and comes in sizes for two, four or six pieces of fruit, and it has some properties peculiar to itself.

“It comes flat,” Greenfield says. “You just push down, and it pops into its structure. Then you can hand pack. We’re selling it with the idea that you can start small, pack by hand, maybe for a pilot with a retailer. Then, if it takes off, there is another level that’s semi-automatic. It’s inexpensive machinery. You can automate it a little bit. Then if it really scales, there are some high-speed machines that can affect it quickly and label it.”