What are consumers looking for in packaging for produce?

Fresh Plaza Article - June 24, 2025

Packaging technology has made some great strides in recent years, with lots of new packaging options continuing to hit the market. However, what are consumers looking for in packaging nowadays? "We all still buy with our eyes, and consumers are very keen to have a clear view of the produce they are purchasing," says Cem Yildirim with Multivac. "This is especially true when it comes to commodities like berries, tomatoes, leafy greens, and herbs. "High clarity is considered quite important, but ease of opening and re-closing the packaging has also become a priority." Convenient use of packaging is increasingly demanded by consumers who are on the go. The ability to reclose a package to preserve the quality of produce has now become a standard expectation of consumers.

In addition to clarity and the ability to re-close the packaging, consumers highly value sustainability. As a result, the packaging industry has been shifting away from plastics and instead, trays made of paperboard and moulded fiber have increasingly entered the market in recent years. "With the introduction of these cellulose-based materials, the bulk of the package by weight is compostable and/or recyclable, even if plastic coating is required for moisture/humidity or gas-barrier," said Yildirim. The latest flow packing technology significantly reduces the use of plastic by weight. In addition to packaging, Multivac also offers a label-closure technology that provides reduced or completely plastic-free packaging for products such as kiwi fruit, apples, mushrooms, and other similar-sized items.

Multivac offers solutions across the fruit and vegetable packing industry, and with a wide variety of technologies, the company's equipment is suitable for most produce packaging requirements. Examples include bag-sealing vacuum chamber machines, thermoforming packaging machines for high-volume efficiency and lowest cost of goods, pre-formed tray sealing machines, self-adhesive label closure technology, and most recently, flow-packing. "We have the appropriate equipment for most requirements of produce packaging and are uniquely positioned to offer both the hardware and the consumables required for packaging," shared Yildirim.

In the case of self-adhesive label closure techniques like TopWRAP and TopCLOSE, the suitability of the material is directly related to the performance of the packaging in shipping, distribution, merchandising, and within the consumer's home. "Multivac's turn-key approach of supplying the equipment as well as validated self-adhesive labels reduces the packaging operation risks and assures optimal performance of the package through every stage of the value chain."

With a deep portfolio of packaging technologies, Multivac equipment is suited for a wide range of fruit and vegetable packaging solutions, both for the foodservice as well as the food retail segment. "From partially cooked potatoes to sliced/diced onions and tomatoes, olives, dates, leafy greens, herbs, blueberries, and mushrooms, our equipment is used to package scores of fresh fruits and vegetables and processed, ready-to-eat fresh-cut fruits and vegetables."

"Agriculture and food are primary concerns for everyone in the world, and it has never been more important to protect and preserve the quality of fruits and vegetables. "It's our goal to contribute to a reduction of food loss and food waste by offering the most suitable packaging solutions," Yildirim commented.