Since its founding in 1991, Naturalvi – a small family-run business based in the heart of Alsace – has gone from strength to strength. Its growth has been fuelled by an ability to anticipate the increasing demand from fruit and vegetable professionals for plastic-free packaging solutions. Although the momentum in France was temporarily disrupted by the Covid years, regulatory delays, and successive updates to the AGEC law decree, the interest in sustainable packaging continues to gain ground, both nationally and internationally.
International reach
Despite being a French company, France is only Naturalvi's third-largest market in terms of sales volume. "Back in 2017, we had 17 employees; today, we are 43," says Pierre Del Valle, Sales Manager for France and Export. "This growth, along with major investments such as the acquisition of a second production site covering 5,750 m², has allowed us to open up new markets while maintaining excellent production lead times. By increasing our manufacturing capacity, we've been able to meet growing demand from new customers, including some as far away as South America and Oceania. Meanwhile, other Western European markets are expanding rapidly. Spain, for example, has taken significant steps to restrict plastic use. A government decree now imposes a heavy tax on plastic trays sold by distributors, creating a clear financial incentive to switch to virgin kraft paper trays."
But legislation isn't the only driving force. "We're also seeing a shift in mindset," Del Valle continues. "Many customers who aren't yet legally required to switch from plastic to kraft paper trays are making the change proactively, anticipating a plastic-free future. Such forward-thinking behaviour is more common in neighbouring countries than in France, particularly in markets that have experienced strong growth in recent years."
Trays made with 100% Alsatian expertise, sold at the right price
To respond to this growing demand with both speed and integrity, Naturalvi remains committed to its strategy of delivering high-quality products that are 100% made in France, and at the right price. "I'd even say that one of our greatest strengths is offering trays made entirely in Alsace," says Del Valle. "Our production lines are fully integrated, which, to my knowledge, is unique in this field. This allows us to control the entire manufacturing process – and quality – from start to finish. There's no better guarantee when it comes to traceability. It also means we can respond quickly to customer needs. If a client wants a new mould, we don't have to source it from Asia – we design and produce it ourselves. This saves time, ensures quality control, and, of course, reduces our carbon footprint. Being based in Alsace, in the heart of Europe, gives us a further logistical advantage: we're close to the port of Antwerp, Germany, and the Benelux region while still within reach of Southern Europe. This matters increasingly to our customers, who want precise data on the carbon footprint of our trays, as well as fast and flexible delivery."
The many advantages of virgin kraft paper trays
The growing preference for Kraft paper trays over plastic or cellulose isn't only driven by sustainability concerns. "Kraft is a far more appealing bio-based material than cellulose, which requires a very energy-intensive production process. Our trays are also deeper, which keeps fruit in place better, reducing bruising and waste. Plus, kraft paper is porous – it breathes and absorbs moisture from refrigeration, unlike plastic, which traps water and ends up damaging the fruit. As a result, our trays help extend product shelf life. From a marketing perspective, they offer a more premium appearance than plastic or cellulose, while remaining cost-competitive. Their clean design – with solid or custom printing in up to three colours – enhances the visual appeal of supermarket displays." "There are logistical benefits too," Del Valle adds. "Our trays simplify waste management during sorting, since wooden or cardboard crates and kraft trays can be disposed of together, all in one go."
To further reinforce its environmental commitment, Naturalvi has recently obtained PEFC certification. This guarantees that the raw materials used in its trays come from sustainably managed forests and responsible sources. For consumers, it means that each purchase supports sustainable forestry and responsible resource use.
For more information:
Pierre Del Valle
Naturalvi
Tel: +33 3 88 07 27 83
[email protected]
www.naturalvi.com