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US: Hollandia Produce introduces a new squircle clamshell design

Hollandia Produce LLC grower shipper of Live Gourmet living lettuces and leaf greens launches a new redesigned clamshell for its award winning Live Gourmet Living Butter Lettuce to achieve its strategic objectives of sustainability and differentiation. The new Squircle design incorporates the best features of both a square and a circle to create the ultimate package for living lettuce.

Hollandia Produce, LLC CEO Pete Overgaag says the new form and function Squircle design reshapes and optimizes the space utilized to package the lettuce and enables automated packaging systems while retaining all the prized features of Live Gourmetís legacy clamshell package. Additionally the new form eliminates unused space in the master carton allowing for a 20% increase in units per pallet. A 15% source reduction in RPC PETE used to make the clamshell has been achieved and the new harness style companion master carton used to ship the product reduces total annual cardboard used package the product by 40%.

The new Squircle design is an attractive improvement on the antiquated design of our original package that will help differentiate our Live Gourmet Living Butter Lettuce from all other living lettuce grower shippers said Director of Marketing Vincent Choate. An eye catching, colorful and communicative label complements the new design and acts as a tamper evident seal for the new package. Target consumer and frequent user focus group studies suggest the new optimized design achieves the goal of continued brand recognition while attracting first time buyers with its colorful and distinctive design. Source reduced; elegantly redesigned and supremely functional the new Squircle clamshell package meets and exceeds merchandising, physical protection, food safety, sustainability and transportation packaging criteria for the 21st Century.


Publication date: 5/19/2011


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