DS Smith, global leader of fibre-based and sustainable packaging solutions, has partnered with Serele SuperR agricultural cooperative, 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 packaging items that were used to hold the producer’s fresh tomato products to create a selection of four sustainable and 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.
The DS Smith punnets also feature an angled corner design to hold specific cherry tomato varieties with a variety of different dimension requirements. The shape of the punnets ensures that any volume of empty space is reduced, while simultaneously supporting packaging and production processes within a hybrid environment. In addition, the new tomato punnets are wrapped in a recyclable and flexible film to enhance their appeal on-shelf and stand-out for consumers in-store.
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. These indicators range from carbon footprint, reuse, supply chain optimisation, and recyclability, through to materials utilisation, and recycled content.
Christian Schmidt, Managing Director DS Smith Packaging România: “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 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”.
Silvia Răileanu, Founder, Serele SupeR: “Our switch to sustainable and fibre-based materials for our tomato punnets is supporting our sustainable growth and strengthening our existing relationships with our retailer customers and their consumers. Both are increasingly in support of and influenced by sustainable packaging when making their purchasing decisions. Our cardboard punnets are also successfully optimizing our production and supply chain processes. Through this partnership with DS Smith, we hope to accelerate systemic change and set new standards in packaging for the entire agriculture sector in the region. We hope to demonstrate a progressive working model for other producers and our competitors.”
Serele SupeR is one of the most advanced tomato producers in Romania with operations in Biled, Timiş County. Serele SupeR 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.
The partnership between DS Smith and Serele SuperR commenced in 2022, and the company is one of the most advanced tomato producers in Romania with operations in Biled, Timiş County.
