🌱 IFCO’s unique take on produce packaging

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Produce Leaders
November 11, 2024

🌱 Good morning, and welcome to today's fresh newsletter! 

👉 In today's email:

  • USDA Approves Import of Fresh Hass Avocados from Guatemala

  • IFPA Donates Over 226,000 Pounds of Produce to Atlanta Community

  • Fresh Picks: Our Handpicked Produce Content from the Web

  • Can Fruits & Vegetables Really Be Branded?

  • Envy Apples Transition to Domestic Supply & Expand Organic Offerings

  • IFCO: Transformation in Fresh Food Logistics Through Reusable Packaging Solutions

  • Tip of the Day: Set Up a Text Messaging Service to Keep Clients Engaged

USDA

USDA Approves Import of Fresh Hass Avocados from Guatemala with New Safety Measures

The U.S. Department of Agriculture's Animal and Plant Health Inspection Service (APHIS) has approved the import of fresh Hass avocados from Guatemala, marking a boost in U.S.-Guatemala trade relations.

Effective November 8, 2024, this decision follows a detailed risk assessment by APHIS, which found that Guatemalan avocados can be safely imported with certain safeguards. 

These include requirements for registered production sites and packinghouses, along with other protective protocols to prevent the introduction of pests and diseases.

This measure supports APHIS’s goals of protecting U.S. agriculture while expanding international markets, offering U.S. consumers greater access to fresh avocados.

IFPA

IFPA Donates Over 226,000 Pounds of Produce and Floral to Atlanta Community Following Global Show

The International Fresh Produce Association (IFPA) donated over 226,735 pounds of produce and 8,575 pounds of floral arrangements after its Global Produce & Floral Show in Atlanta, supporting local communities through the Atlanta Community Food Bank, a Feeding America network member.

This ongoing partnership, active since 1983, aims to address food insecurity by donating fresh produce and flowers to local families, nursing homes, religious institutions, and nonprofits.

Additionally, four tons of green floral waste were composted for local gardens.

IFPA’s sustainable approach emphasizes social responsibility, with plans to continue similar efforts at future shows in Anaheim and Atlanta.

🫑 Global Market Overview Bell Peppers | FreshPlaza.com

OPINION

Can Fruits & Vegetables Really Be Branded?

In a world where almost everything is branded, fruits and vegetables have largely avoided the general marketing trends that shape other consumer choices.

Historically, produce was just that, chosen based on freshness or price rather than brand loyalty.

But as consumers increasingly look for transparency, quality, and sustainability, the produce industry is beginning to shift. Now, items like apples, carrots, and tomatoes are appearing with labels that tell stories, highlight unique qualities, and promise a better experience.

This raises an intriguing question: can fruits or vegetables really be branded?

Branding in produce allows companies to add perceived value to what’s traditionally been seen as a commodity. Like coffee or bottled water before it, produce is now being differentiated by factors like organic certification, peak ripeness, and sustainable farming practices.

A “branded” apple or tomato might be positioned as fresher, tastier, or more environmentally friendly, and for some buyers, that’s worth paying a premium.

A labeled vegetable that uses less water or fewer pesticides has an appeal that goes beyond flavor, connecting with a customer base that values responsible food choices.

Still, branding produce has unique challenges.

Unlike shelf-stable products, fruits and vegetables are highly perishable, and their branded qualities need to be communicated quickly, often right at the point of purchase.

A branded apple or tomato might have to work harder than a typical packaged product to stand out in a price-sensitive section of the store.

As branding gains traction, it could fundamentally change how consumers think about fruits and vegetables, moving from a price-driven choice to one based on value, quality, and ethics.

For an industry traditionally focused on bulk sales and affordability, this represents a potential evolution, where even something as simple as a fruit or vegetable could indeed become a brand.

APPLES

Envy Apples Transition to Domestic Supply & Expand Organic Offerings

Envy Apples are now transitioning to fresh, domestic supply in the U.S. following strong demand and faster-than-expected sales last year.

With an increase in production as new trees mature, Envy is also expanding its organic apple line to meet rising consumer demand for organic options.

The brand, known for quality and flavor, aims to boost category growth and attract premium shoppers, who tend to spend more across multiple product categories.

Ahead of the holiday season, Envy is collaborating with Hallmark to promote festive in-store displays, sampling, and seasonal recipes.

Envy apples are distributed nationwide by CMI Orchards, Oppy, and Rainier Fruit Co.

INDUSTRY SPOTLIGHT

IFCO: Sustainable Transformation in Fresh Food Logistics Through Reusable Packaging Solutions

IFCO, founded in 1992 in Germany, has revolutionized the fresh grocery supply chain by pioneering the use of reusable packaging containers (RPCs).

Starting with a simple idea to improve fresh food delivery, IFCO has grown into the world’s largest supplier of RPCs, now operating in over 50 countries.

The company manages over 370 million containers through a network of 114 service centers, supporting over 18,000 producers and 550 retailers with an extensive system that prioritizes sustainability and efficiency.

Through its innovative approach, IFCO has introduced a closed-loop system that allows each RPC to be reused up to 120 times before recycling, significantly reducing waste and reliance on single-use packaging.

In 2023 alone, IFCO’s sustainable operations eliminated 658,279 tonnes of CO₂ emissions, saved 12,677 megaliters of water, and prevented 363,070 tonnes of solid waste.

As a testament to its dedication to environmental goals, IFCO aims to achieve carbon neutrality in its operations and has committed to using 100% certified green electricity at its service centers.

This dedication has earned IFCO high marks for environmental responsibility; in 2024, the company received a low-risk ESG rating of 10.7 from Sustainalytics, ranking it among the top environmentally responsible companies globally.

IFCO’s innovative product offerings, like the Dora Plastic Pallet and Marina Fish Crate, address specific industry needs with sustainability at the forefront.

The Dora Plastic Pallet, a lighter, more durable, and slip-resistant alternative to wooden pallets, ensures safer handling and improved hygiene, especially vital in food logistics.

The Dora Plastic Pallet | Image: Courtesy of IFCO

Meanwhile, the Marina Fish Crate, designed for the seafood industry, integrates Bluetooth Low Energy tags and QR codes for real-time tracking, enhancing cold chain management.

These products exemplify IFCO’s commitment to tailored, reusable solutions that improve efficiency and reduce waste in high-demand sectors.

Prominent retailers like Sprouts Farmers Market have recognized IFCO’s sustainable practices, expanding partnerships to incorporate IFCO's RPCs across distribution centers in the U.S.

This adoption highlights the growing trend of eco-conscious retailers seeking to reduce landfill waste while enhancing supply chain efficiency.

A 2024 life cycle assessment by the Fraunhofer Institute validated IFCO’s environmental claims, showing that their RPCs produce 62% less CO₂ emissions than single-use packaging.

This study also showed significant reductions in water usage, energy consumption, and waste production, further underscoring the environmental benefits of IFCO’s SmartCycle pooling system.

IFCO’s circular economy model centers around the SmartCycle, which supports efficient container management through service centers that clean, sanitize, and redistribute RPCs.

Containers that reach the end of their lifecycle are granulated and recycled into new RPCs, creating a closed-loop system that minimizes waste and optimizes resource efficiency.

IFCO’s dedication to circular practices aligns with its ambitious goal of achieving Net Zero emissions by 2040.

This commitment is supported by science-based targets and includes strategies like integrating low-carbon technologies at service centers and transitioning to green electricity for production processes.

CEO Michael Pooley has emphasized IFCO’s commitment to continual improvement in sustainability, building upon the success of the SmartCycle and advancing the company’s decarbonization roadmap.

By innovating sustainable solutions and maintaining its dedication to circular economy principles, IFCO has positioned itself as a transformative force in the global fresh grocery supply chain, leading the industry toward a more sustainable future.

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TIP OF THE DAY

Set Up a Text Messaging Service to Keep Clients Informed and Engaged

Consider using a text messaging service to keep your buyers and retailers informed about seasonal harvests, availability changes, and peak freshness dates.

Providing real-time updates as crops reach market readiness ensures buyers receive the freshest produce and can plan their orders accordingly.

With the immediacy of text, you can share exclusive offers on high-demand items like early-season berries, peak-season avocados, or limited specialty greens.

This communication not only maximizes sales during peak quality periods but also minimizes waste by helping buyers match orders to actual availability.

Ultimately, it strengthens your position as a trusted source and keeps your produce top-of-mind for everyone involved in the supply chain, whether they work in retail, distribution, branding, or other sectors of the industry.

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