Packaging impacts not only the health and appearance of produce but can also affect other things like price and safety. Packaging is crucial for distributing fresh produce safely, maintaining its freshness, and extending shelf life.

Branding (or labeling) is a major focus for any product on the shelf, and it’s especially important for produce packaging. Does the label convey the proper message? Will the consumer realize they’re purchasing an organic product when they look at the label? Do they trust the quality when they see a certain logo? When consumers know they can trust a particular grower, they are much more likely to purchase that product over and over again.

Sustainability is another key factor influencing shoppers today. Is the packaging reusable or does it contain single-use plastic? Growers, shippers, and distributors of fresh fruits and vegetables agree that the biggest challenge to sustainability has been produce packaging. The market for sustainable packaging is growing as global waste continues to have a huge impact on the environment. Plastic waste is undoubtedly one of the biggest problems plaguing our planet, and packaging is by far its biggest proponent, estimated to contribute more than 140 million tonnes to the plastic waste problem globally per year. As a result, consumers and governments have increasingly been pushing for change, pressuring businesses to shift the way their products are packaged to be less harmful to the environment. France, for instance, introduced a packaging ban for fruits and vegetables as part of its ultimate goal to phase out all single-use plastics by 2040.

One particular challenge that is unique to packaging produce is the impact packaging has on the quality of the product. Choosing the wrong packaging can be seriously detrimental to the overall health and freshness it retains from the field to the shelf. If a product does not look healthy or fresh on the shelf, consumers are not likely to purchase it. In the case of romaine lettuce, wilting of the outer leaves is to be expected. Even though the underlying leaves may be fresh and perfectly good for consumption, the consumer might not think so. That is why it’s important that packaging not hinder the employees at the store level from trimming, watering, and presenting the produce looking its very best.

One more thing that affects a consumer’s decision is safety. That is incredibly important when it comes to consumables. A consumer who picks up a bunch of leafy greens and sees unsightly rust stains (left behind from a twist tie) is probably going to perceive the product as unsafe for consumption. Produce that is maintained on the shelf is sprayed with water to help it retain freshness, therefore it’s very important that anything that comes in contact with it is not going to leach unsafe chemicals or damage the delicate leaves or stems.

So, what’s the answer for growers, shippers, and distributors of fresh fruits and vegetables? While there isn’t one answer for all, there is one true leading solution for most and that’s the eco-friendly, reusable, customizable, and versatile rubber band.