Eco-packaging: the bright new trend, the agricultural information resource, has issued an article on the new trend on the environmentally friendly product market – the packaging made of natural components. Rustem Mustafin, the Director for Marketing at APH ECO-Culture, expressed his view on the matter.

He believes that although the recent trend is not yet as popular as it should be, the number of people advocating for the reduction of the use of plastic is growing rapidly. Reusable paper and cardboard analogs seem to be much “greener” alternatives. Moreover, such packaging comes in handy if we speak about vegetables and fruits. Right now, the innovation is only introduced in a few stores, VkusVill supermarkets in particular. However, we can expect it to skyrocket anytime soon.

One of the main reasons for the distribution of environmentally friendly packaging to be limited now is their opaqueness, says Mustafin. For example, the main product of “ECO-Culture” is tomatoes, which have very specific consumer properties: shape, color, and flavor. Each consumer wants to study the product available on the store shelves as thoroughly as possible to make sure that the tomatoes are ripe and not damaged. So far, it is possible only when the transparent materials are used, which are film and plastic.

Thus, the producers are facing a problem of eco-packaging not providing visual access to the product. Meanwhile, Russian consumers are not ready yet to trust supermarkets and to purchase the goods in cardboard boxes that are completely closed or have small “windows” only. Moreover, even the European-style packaging we have developed in our company does not allow seeing more than one-fourth of the contents. This forces the consumer to question the quality of the product.

But in general, organic packaging (in particular, paper and cardboard) is obviously interesting both to the producers and to a certain part of the customers. At the moment, the psychological status of Russian consumers makes it impossible to abandon plastic and polyethylene packaging completely in the nearest future. Still, we should discriminate those consumers who are willing to put the interest of our planet above their own.

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