From mid-January, a large share of the organic fruit and vegetable range of DEEN Supermarkets has been provided with new packaging. With the banderole packaging, the organic fruit and vegetables stand out on the shelf.
When the collaboration with supplier BioFreshi was started in 2016, an improvement of the organic range was already being considered. At the time, a start was made with the "lasering" of some products. After that, development did not stop and there was talk of banderole. “In September 2020 we started with banderole packaging for the apples. Then the other products followed,” says Jaap van der Waarden of BioFreshi. "It is a shame that DEEN is stopping, because we can further perfect the packaging by using color and the like." Because the banding machine can be adjusted to different band widths, many products can be packaged in this way. After purchasing the products, the packaging can be placed in the paper bin.
The cardboard packaging replaces plastic packaging. “Sustainability plays a major role, especially for the bio-minded customer. Some products have a longer shelf life in plastic. That is why we have to ensure that the rotation in the stores is high. That is why we use a low package content, so that the branches can order fresh trade every day. Moreover, it turns out that the product in the cardboard packaging is well protected during transport, while the products in a plastic packaging slide back and forth more and can thus be damaged,” says Thedo Vos, Product Group Manager AGF at DEEN Supermarkten.
In the larger DEEN branches, the organic fruit and vegetables can be found in a separate organic unit. In the smaller stores they are in between the usual assortment, but they stand out because of the different but uniform packaging. “When an organic and a conventional pepper are both wrapped in plastic and placed next to each other, only the label makes the difference. By wrapping the organic peppers in paper, that difference is much clearer. We hear a lot of positive feedback from customers. Organic really stands out from the crowd, especially when you present it separately. We see that the fruit and vegetable range is still growing. And if we pay extra attention to this shelf, for example through new packaging, sales will increase. ”
It is impossible to say what will happen to the new packaging after the agreed takeover of the DEEN stores by Albert Heijn, Vomar Voordeelmarkt and DekaMarkt. “As long as DEEN continues to exist, we will present the products on the shelf in this way. I am convinced that this will be adopted further in the market,” says Thedo. "The idea of sustainability, especially for organic products, plays a role for many retailers."
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