Ahead of the big reveal of the winners of Packaging Europe’s Sustainability Awards, we have spoken to a range of finalists to hear more about their solutions. Today we hear from Fresh Inset and Avery Dennison about Vidre+ , which aims to extend fruit and vegetable freshness.
You’re a finalist in the Sustainability Awards 2025. Congratulations! To start off, could you summarize your entry, in less than 50 words?
Vidre+, a collaboration between Fresh Inset and Avery Dennison, transforms any label into a smart, active label that extends fruits & vegetables freshness with adjustable dosage per crop variety and pack size.
Why do you think the judges were impressed with your entry? Tell us about what is innovative about your project and/or about its impact on packaging sustainability.
The judges were likely impressed by our entry because Vidre+ represents a truly innovative leap in packaging functionality, transforming a traditional fresh produce label into a smart, active component of the supply chain. What sets Vidre+ apart is slowing the ripening process and significantly extending the shelf life of fresh produce.
Unlike conventional solutions, Vidre+ is adaptable to various packaging types, from boxes to clamshells, and can be tailored by dose and size for different crop needs. This flexibility allows the use of Vidre+ post harvest to maximize protection during the distribution while no residue will be left by the time the crops reach retail.
From a sustainability perspective, the impact is substantial. By preventing up to 4.4% of fresh produce waste, Vidre+ directly reduces the carbon footprint of food production, saving an estimated 4.2 million tonnes of CO2. It also contributes to more efficient use of land and water, helping food systems become smarter and more resilient.
Ultimately, Vidre+ demonstrates how a packaging component can be reimagined to drive systemic change, not just reducing waste, but also enabling higher food delivery efficiency and more sustainable consumption.
Finally, can you tell us about the ongoing development of your project, e.g. how your innovation/initiative has been received by industry, or what are the next steps in commercialization/product development?
Fresh Inset has recently obtained all regulatory approvals to sell the solution in the European Union and has been running multiple pilots during spring and summer of 2025 to ensure a full commercialisation of the innovation in 2026.
In the meantime, Avery Dennison is preparing industrial scale up in one of its specialty plants in France. Vidre+ coating will be offered with both paper and film based self-adhesive label materials.
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