Ten years ago, Belgian dairy farmers introduced Fairebel, a fair milk brand. They wanted a fair reward for their work. From November, this label includes Belgian apples and pears. Everyone in the fruit chain should be able to earn a good living. That's according to fruit grower Xavier Laduron. "If dairy farmers succeeded, why can't we, as fruit growers? Our sector has been in dire straits for years. That's due to the loss of its main market, Russia, and various climate conditions."
Xavier Laduron
Fairebel's basic philosophy is that everyone in the chain can make a fair living. "Fair prices, as well as the products' quality, is vitally important. We don't just want to get a fair price. We want to deliver quality products too. If consumers pay premium prices, this must be reflected in the product's quality and packaging." Fairebel apples and pears are currently available at Carrefour's 900 supermarkets in Belgium.
Sustainable packaging
“Attractive, clear packaging is the best way to convey and reinforce your message," says Xavier. That's why Fairebel turned to packaging specialist, LC Packaging. This is a well-known name in the fruit and vegetable world. They do packaging for fruit, vegetables, and agricultural products. "We discussed our ideas and wishes with LC Packaging's Kelly Indeherberge."
"One of our greatest wishes was for sustainable packaging. You can't put fairly cultivated fruit in unsustainable packaging. That's why we opted for two different types of cardboard packaging. We have a 2kg cardboard box and a 1kg cardboard tray with a sleeve. These are for both apples and pears."
“We developed this packaging specifically for Fairebel,” says Kelly. "For example, the sleeve is uniquely designed with handles. Shoppers can easily carry these apples and pears. The packaging is sturdy and of good quality too. That was another of Fairebel's wishes. We choose cardboard packaging, and Fairecoop designed the label. They wanted packaging with minimal information. But it had to tell their story in a short, clear manner. We opted for white because no other packaging on the top fruit shelves iis in this color. That really makes it pop out in stores," she concludes.
Click here to read the whole article.
Want more articles like this? Subscribe to Primeur now.
For more information:
Xavier Laduron
Fairebel
Email: Laduron.Xavier@faircoop.be
Website: www.fairebel.be
Kelly Indeherberge
LC Packaging Belgium
Email: kindeherberge@lcpackaging.com
Website: www.lcpackaging.com