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Spain: Green Box - 4 generations of growth and development

Spanish company, Green Box was founded in 1924 as a family company that was in the business of fruit packaging. After 88 years, the company is now entering the fourth generation, guided by a family that has been fully dedicated to research, development and manufacture of packaging for fruit. The company is now being ran by brothers Jose and Juan Rubio.

Green Box started with traditional wooden packing and in the 70's they introduced cardboard packing. In the 80's the development continued and plastic packaging was introduced.

During the last 30 years the company developed several patented boxes for fruits and vegetables and even a patent for a washing machine.

As a result of a long evolution the 'Green Box' was created. It is composed of a reusable plastic pallet, wooden bars and a collar that is both recycled and recyclable. 

It is worth closer discussion about the Green Box system and each of its components.

It is a box is that is assembled and disassembled in less than a minute. The end of the box is a plastic pallet of 80 x 60 that is just half of a 'euro pallet'. Its reticulate surface gives to the box a regular vertical ventilation. The pallet weighs only 2.8 and can load 400 kilos. After being used, a 'Green Box' pallet can be sold to the distribution network to be reused in new Green boxes or recycled for plastic prime material.

The Green Box is tough, lightweight and stackable. A 6 pallets Green Box pile only measures half a meter in height.

The wooden structure is made up of 8 bars. This leads to the packaging being so lightweight. For example, the biggest box only weights 9 kilos and can load in between 180 and 220 kilos because the Green Box is very strong.

Green Box is available in 3 sizes. Depending on the size they are stackable in stacks of 2, 3 or 4 levels.

Thanks to the design of the anchorage the stock is very stable and it does not require a wooden pallet underneath it.

A Green Box has the best relation tare / load of the market. Packaged fruit can occupy up to 8 times less space than other alternatives. And there is certainly considerable savings throughout the supply chain beginning with the fuel and ending with its manipulation in the Point of Sales. With Green Box there is less movement required and this is good for ease of use and for environment. There is also less wastage because it is preserved in a better way.

“Our company’s best marketing strategy is to create a packaging that ends up being a marketing strategy for the supermarket. We are constantly working on the image of our boxes because a Green Box is not only the best in the in the supply chain but it also acts at the POS inciting customers to buy fruits. A Green Box is big. In the fruit and vegetable section it is like a billboard,” said owner of Green Box and General Manager, Mr Jose Rubio.

“The generic case offers a clear picture of different choices of ready to eat. Seeing it, people think "Wow. That's good. I would eat it! I will buy it." There is also a Christmas motif: Red decorated with fruits. We have several standard designs, but it is also possible to print the image of our clients,” Mr Rubio continued.

Thanks to the company’s marketing efforts and sound product development, the Green Box now enjoys a good distribution, as Mr Rubio explained. "We are leaders in boxes for fruit and vegetables in Europe. We also sell in the Middle East and South America.

The Green Box can be used for all the fruits and vegetables such as melons, watermelons, potatoes, onions, lemons, clementine’s, grapefruit, broccoli and pineapple, amongst others. The boxes are purchased in the harvest season of these products. The Green Box is very popular amongst melon, watermelon and citrus exporters.

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Publication date: 5/7/2012


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