A Dutch organic food supplier is testing replacing price stickers on produce with a laser mark to reduce waste.
Nature & More teamed up with Swedish grocery retailer ICA test it on the brand’s avocados and sweet potatoes. While the laser marker may be more convenient for consumers, it’ll also mean big savings on packing costs for grocers and producers, according to the company.
The “natural brand” is created when the laser removes a small amount of pigment from the outside of the peel.
“One can find laser marked nectarines, apples and other produce in Europe,” he said in an email statement. "The trend shows that this is only the beginning because, among other things, Laser mark responds to a burning issue: why so much packaging on fresh produce?”
He said laser marking can help producers reduce their carbon footprints by removing paper labeling and packaging.
Producers hope green consumers will be more likely to purchase products that don’t use the paper, ink, and tape used in conventional labeling, Paul Hendriks, packaging expert at Nature & More said in a statement.
"The most sustainable way to pack is not to pack,” he said. “I have been saying that for years, but it has been difficult to bring about in the supermarket. With Natural Branding it becomes a logical option. We are very glad that ICA, as a front-runner, is taking this sustainable road with us.”