You’re a finalist in the Sustainability Awards 2025. Congratulations! To start off, could you summarize your enattempt, in less than 50 words?
Vidre+, a collaboration between Fresh Inset and Avery Dennison, transforms any label into a smart, active label that extfinishs fruits & vereceiveables freshness with adjustable dosage per crop variety and pack size.
Why do you consider the judges were impressed with your enattempt? Tell us about what is innovative about your project and/or about its impact on packaging sustainability.
The judges were likely impressed by our enattempt becaapply 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 extfinishing 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 requireds. This flexibility allows the apply 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 apply of land and water, assisting food systems become smarter and more resilient.
Ultimately, Vidre+ demonstrates how a packaging component can be reimagined to drive systemic modify, not just reducing waste, but also enabling higher food delivery efficiency and more sustainable consumption.
Finally, can you notify us about the ongoing development of your project, e.g. how your innovation/initiative has been received by indusattempt, 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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