Plastic reduction in the retail sector is a hot topic. "Supermarket owners and chefs reach out to us with a lot of questions," says Johannes Janssen of AGF-Holland. "We are certainly not activists."
"But, with our background, we think we have a responsibility to take good care of the earth. This is why we have chosen to put our fruit and vegetables in natural packages. The time is ripe for the 'pure natural packaging' with a sustainable appeal."
That is why this Dutch wholesaler now markets a new line of punnets, trays, and banderols. They are made from specially-developed natural cardboard. This material is 100% bio-degradable. "Apples and pears are already available in cardboard boxes. These, however, only represent a limited share of the fruit and vegetable sector."
"For products such as strawberries, mandarins, and oranges, there are simply no environmentally friendly alternatives. This concept's beauty lies in the fact that it can be used for most fruits and vegetables - from strawberries to top fruit, from mandarins to tomatoes," says Johannes.
"The packaging is made from unbleached, light-weight organic cardboard. The material can be recycled up to seven times." The pure, natural cardboard comes from sustainably logging. It maintains the fruit and vegetables' quality completely.
The Johannes punnets and trays come in all shapes and sizes, small and large. They have sturdy handles too. The larger sizes are also made to be handy, stackable, practical, and attractive.
"They have been developed to package products optimally. We let our imaginations go wild. Together with a packer, we developed this new packaging. It looks great," says the fruit and vegetable wholesaler.
The packaging line has been given a historically significant name - Johannes. "My great-grandfather, Derk Johannes, and grandfather, Johannes, both got their fruit from the Betuwe region. They bought their fruit from farmers in the Koekoekspolder area and at auction in IJsselmuiden", explains Johannes Junior.
"My father, Johan, grew his company into one of the largest market sellers in the Netherlands too. I have been involved in the business from a young age. Together with my father, we form the green heart of the Johannes packaging line and AGF-Holland wholesalers."
"We share in the dream to bring our business closer to nature. This dream is why we developed the long-desired ‘cradle to cradle’ packaging line. The idea for this product has its roots in the minds of many generations," Johan continues.
Cradle to cradle
"With this natural packaging, you can really help clients quickly and easily make a conscious choice. I think we have managed to give the packaging a fresh appearance. We, therefore, expect this packaging to be a success. Everyone is wildly enthusiastic about it."
"With this 'cradle to cradle’ packaging line, we are gradually working toward a plastic-free future. It is for all future generations who want to enjoy all the purity nature has to offer," concludes Johannes.