Interview with Arjan van Steekelenburg (Chain Manager at Hazera)

“Consumer demands to reduce plastics have become louder over the years. People are now more aware of sustainable packaging and retail chains want to adapt to this consumer trend,” says Arjan van Steekelenburg. “On the other hand, the retail companies want to present their product as a brand and highlight the special characteristics of the premium product they sell.” In 2021, Hazera launched its new tomato variety Sensera. It is an aromatic, deep red tomato with a good sugar to acid ratio. But the special thing about the fruit is its quality. Arjan: “The green plant parts of Sensera are thick and stand high above the ovary. They have a fresh appearance and keep their fresh green color for over two weeks. This gives Sensera a fresh appearance over a long period of time.”

In 2021, Hazera launched its new tomato variety Sensera. It is an aromatic, deep red tomato with a good sugar to acid ratio. But the special thing about the fruit is its quality. Arjan: “The green plant parts of Sensera are thick and stand high above the ovary. They have a fresh appearance and keep their fresh green color for over two weeks. This gives Sensera a fresh appearance over a long period of time.”

One of the simplest solutions to the packaging problem is to sell loose tomatoes. But that’s not an attractive option for retailers, as Arjan explains. Aside from that, the loose segment gets messy as customers might only get one or two tomatoes out of the box packaging, it is perceived as cheap and it deprives retailers and producers of the opportunity to brand their product with their own name and offer additional information to their customers.

Hazera has managed to combine both elements – sustainability and branding – in one packaging solution: a banderole that saves more than 70% plastic compared to normal flow-pack packaging with a top seal. The panicle holds itself together and functions like a natural grip. This is an ideal solution as the Sensera variety is characterized by extra strong green parts. The banderole itself offers the opportunity to convey a chain, a shop, a manufacturing company or the values of a brand to consumers at the point of sale and in the kitchen.

The strong green parts of this new strain were not Hazera’s original goal. “We didn’t notice this ‘natural feel’ until we started promoting them commercially. But this particular quality fits perfectly with our sustainability goals in terms of packaging. And then there were the added benefits of longer-lasting freshness, of taste and the visual appeal, which are of course nice extras.”

Hazera isn’t quite finished with the new banderole yet. “We are still looking for the right material and the right method to attach the banderole to the bunch. That’s why we are asking partners to help develop this packaging concept into a paper-based product in order to reduce plastic even further. Together we will be able to fully develop this “packaging of the future”.

For more information
Michal Taraska
Global Value Chain Lead
Mobil: +48 535 215 365
E-Mail: michal.taraska@hazera.com