Organic and conventional products distinguished by packaging

Last month Albert Heijn announced that they would like to reduce the number of packaged products in the produce section. Approximately a month after the announcement reactions from customers have been positive, according to the supermarket chain. But this move also raises questions. Is AH striving towards a package free fruit and vegetable department? How do you prevent organic products and conventional products from sharing the same packaging? And what about packaging that lengthens shelf life?

"During the last period a number of fruit and vegetable products were studied to see whether they could go without packaging," says Anoesjka Aspeslagh, spokeswoman for Albert Heijn. "Based on that research we have decided to sell only some of the products without packaging from now on."

In order to the make the distinction between regular and organic products, a package or clear label is needed. "If we sell the regular product loose, then we'll package the organic one. If a product only comes organic, such as white and red cabbage, then we don't have to package the product to make a distinction."

On the other hand this move does not mean that the chain is trying to create a package free produce section. "Sometimes packaging is necessary for part of the year, for example, for the protection or longer shelf life of a product. If a package is necessary, we choose the most appropriate and most sustainable package, with a focus on the saying 'reduce, reuse, recycle' and the use of renewable raw materials."

This allows for new techniques to be brought in, new techniques that can, for example, extend the shelf life of a product. "For each product we are looking for the right balance between quantity and type, and packaging and shelf life. We are incorporating new techniques into this move."

Move to fully organic?

Would this not just shift the problem? If the consumer still puts their products into a bag, does it still yield results? "Ultimately, less plastic will be used if we sell these products without packaging because there are a number of large products that do not need their own plastic bag, like pointed cabbage." 

Although Albert Heijn sees the demand for organic products growing, the supermarket is not attempting to create a fully organic produce section. "In recent months we have greatly expanded our range of organic products. However, we always want to offer our customers a choice, therefore a fully organic produce section is not yet on the agenda."