DS Smith, part of International Paper and a leader in sustainable food and drink packaging solutions, has partnered with the Serele SupeR agricultural cooperative in Romania. This collaboration aims to replace ten million plastic packages with circular, recyclable, fibre-based, and FSC® certified corrugated cardboard solutions.
The design team at DS Smith evaluated various Serele SupeR single-use packages previously employed for fresh tomato products. They subsequently developed a range of four sustainable, fibre-based, corrugated cardboard punnets. These new punnets not only simplify the packing process on production lines but are also fully recyclable at the end of their lifecycle.
Innovative Design Features
DS Smith’s punnets include an angled corner design to accommodate specific cherry tomato varieties with unique dimension requirements. This design minimizes empty space while enhancing both packaging and production efficiency within a hybrid environment. Additionally, the innovative punnets are wrapped in recyclable and flexible film, boosting their shelf appeal and visibility for consumers in-store.
During a three-year trial, the new DS Smith packaging solution enabled Serele SupeR to experience significant benefits, including:
- Elimination of ten million plastic trays, replaced with corrugated cardboard and fibre-based punnet solutions made from 100% renewable and FSC®-certified materials.
- A 46% reduction in carbon emissions compared to traditional PET packaging (polyethylene terephthalate).
- Material consumption optimization increased by up to 21% without sacrificing product protection.
- Enhanced logistical efficiencies to meet contemporary retail demands.
Circular Design Metrics (CDM)
The DS Smith design team employed their groundbreaking Circular Design Principles, using the industry-first Circular Design Metrics (CDM) tool. This tool measures a packaging design’s sustainability performance across eight key indicators, including carbon footprint, reuse, supply chain efficiency, recyclability, material utilization, and recycled content.
Christian Schmidt, Managing Director DS Smith Packaging, România:
“Our partnership with Serele SupeR demonstrates how we can create value through circular design and innovative packaging. We have significantly reduced plastic usage, minimized emissions, and assisted Serele SupeR in achieving its sustainability goals. The new designs not only showcase the effectiveness of sustainable packaging to the horticultural sector in Romania but also inspire other fresh produce producers to adopt similar practices. We take pride in our results and are committed to supporting Serele SupeR as they transition toward a circular economy.”
By embracing sustainable fibre-based packaging solutions, Serele SupeR aims to differentiate its brand within a competitive local market.
Silvia Răileanu, Founder, Serele SupeR:
“For us, the transition to sustainable packaging is not just an operational change but a strategic and responsible decision. We sought a solution that would satisfy our consumers and partners while significantly reducing our environmental impact. Collaborating with DS Smith has provided us not only with innovative packaging but also with a roadmap for sustainable growth. This transformation strengthens our relationships with retailers and consumers who prioritize environmental responsibility. Our corrugated punnets are an integral part of a broader strategy: we are embedding sustainability principles throughout the entire supply chain to cultivate long-term value and trust. We firmly believe that strong partnerships, such as the one with DS Smith, can accelerate systemic change and establish new benchmarks in agriculture and packaging.”
Serele SupeR ranks among Romania’s most advanced tomato producers, based in Biled, Timiş County. The company is committed to sustainability goals that align with European regulations aimed at reducing carbon footprints, including the PPWR (Packaging and Packaging Waste Regulation), which seeks to decrease packaging waste across the EU.
DS Smith has established a target-oriented sustainability strategy, Redefining Packaging for a Changing World, which aims to facilitate an industry-wide shift toward a circular economy while delivering sustainable circular solutions for its clients.
For further information, please visit www.dssmith.com www.internationalpaper.com.