Romanian tomato producer moves to fully recyclable fibre-based punnets

DS Smith, an International Paper company, and leading global provider of sustainable and fibre-based packaging solutions, has partnered with the Serele SupeR agricultural cooperative in Romania, to replace ten million plastic packages with circular, recyclable, fibre-based and FSC® certified corrugated cardboard solutions.

The DS Smith design team assessed a variety of Serele SupeR single-use packages that were previously used to hold the producer’s fresh tomato products and have instead created a selection of four sustainable, fibre-based, corrugated cardboard punnets. The new punnets are faster and easier to pack on the production line and they are 100% recyclable at the end of their lifespan.

Angled design feature

The DS Smith punnets also feature an angled corner design to hold specific cherry tomato varieties with different dimension requirements. The shape of the punnets is intended to ensure that any volume of empty space is reduced, while simultaneously supporting packaging and production processes within a hybrid environment. In addition, the innovative tomato punnets are wrapped in a recyclable and flexible film to enhance their appeal on-shelf and stand-out for consumers in-store.

As a result of the new DS Smith packaging solution, Serele SupeR claim to have achieved significant benefits within a three-year trial period, including:

• Ten million plastic trays eliminated and replaced with corrugated cardboard and fibre-based punnet solutions made from 100% renewable and FSC®-certified materials.
• A reduction in carbon emission - 46% less CO₂ compared to PET packaging made from PET (polyethylene terephalate, otherwise known as thermoplastic polymer)
• Optimisation of material consumption increased by up to 21% without compromising on product protection.
• Increased efficiency in logistical processes for contemporary retail requirements.

Circular Design Metrics (CDM)

The DS Smith team of expert designers applied their unique and industry-first Circular Design Principles incorporating the use of their pioneering and industry-first Circular Design Metrics (CDM) tool to measure and quantify a packaging design’s sustainability performance across eight key indicators. The indicators range from carbon footprint, reuse, supply chain optimisation, and recyclability, through to materials utilisation, and recycled content.

Our partnership with Serele SupeR demonstrates how we can add value through circular design and innovation in packaging. We have managed to significantly reduce plastic use, lower emissions, and support Serele SupeR in their sustainability targets. The new designs demonstrate the effectiveness and efficiency of sustainable packaging to the wider horticultural sector in Romania, and so perhaps other fresh produce producers will start to see this approach as the new norm. We are proud of the results led by our solution so far and continue to support Serele SupeR as they move towards a circular economy.

Christian Schmidt, Managing Director DS Smith Packaging, România

In embracing their transition to sustainable and fibre-based packaging solutions, Serele SupeR also hope to differentiate their brand within their competitive local marketplace.

For us, the transition to sustainable packaging is not just an operational change, but a strategic and responsible decision. We wanted to find a solution that would meet the needs of our consumers and partners, but also really reduce our environmental impact. The collaboration with DS Smith offers us more than just innovative packaging - it gives us a direction for sustainable growth. This transformation strengthens our relationship with retailers and the consumers who choose our products, who are increasingly mindful of their environmental impact. Behind our corrugated punnets is a wide strategy: we have integrated sustainability principles into the entire supply chain to build lasting value and trust in the long term. We strongly believe that strong partnerships, such as the one with DS Smith, can accelerate systemic change and can set new standards in agriculture and packaging.

Silvia Răileanu, Founder, Serele SupeR

Serele SupeR is one of the most advanced tomato producers in Romania with operations in Biled, Timiş County. The company has set sustainability targets to meet European legislation around the reduction of carbon footprint, including the PPWR (Packaging and Packaging Waste Regulation) which aims to reduce packaging waste in the EU and establish a uniform framework for all member states.

DS Smith has a target-led sustainability strategy, Redefining Packaging for a Changing World, and is committed to leading an industry-wide transition to a circular economy while delivering sustainable circular solutions for its customers.