The Pink Lady® brand was front and centre at the recent Singapore Packaging Star Awards, where WestRock Singapore Pte Ltd took top honours in the Commercial Environmental Sustainable Packaging category, showcasing the Pink Lady® grab-and-go four-pack as one of their innovative Evergrow™ fibre-based packaging solutions.
Presented by the Singapore Packaging Star Awards and sponsored by the Singapore Manufacturing Federation and Packaging Council of Singapore, the national awards recognise excellence in packaging, in areas of construction and materials usage, design, innovation technology and environmental consciousness.
The Award is also significant given WestRock’s partnership with Pink Lady® licensee, Universal Trays, to convert the eco-conscious packaging solution for distribution in Thailand.
Made with sustainably sourced wood fibre, the EverGrow™ solution uses WestRock’s KraftPak® and CustomKote® substrates to deliver paperboard packaging that is functional, curbside recyclable and appealing to eco-conscious shoppers.
The four-pack presented to the judging panel comprises a pre-formed paperboard tray, coupled with a paper band that encircles the tray top to bottom and uses end panels to hold the fruit in place.
Of the motivation driving Evergrow™, Mark Shaw, WestRock’s business leader of Consumer Packaging for EMEA and APAC, said: “Our goal was to provide a fibre-based alternative for fresh fruit distribution and sales. At WestRock, we are committed to providing innovative packaging solutions that help our customers achieve their sustainability goals.”
The Pink Lady® four-pack using the Evergrow™ solution is already on-shelf in Thailand, offering an alternative for other licensees looking to explore renewable, more naturalistic packaging that resonates with customers and meets sustainability goals.
Of the fibre-based solution, Pink Lady Country Manager, Ryan Au, says: “We were impressed with the considerable strides this solution makes towards greater sustainability across the packaging life cycle, as well as the fully customisable structural design that delivers maximum Pink Lady® branding opportunities and shelf appeal.”
Ryan also highlights the potential for fruit trays, such as the Pink Lady® four-pack, to encourage purchase of bulk fruit and enhance retail merchandising in-store and online, adding: “Packs like these are already very popular in Europe so we are keen to bring this initiative to our South East Asian markets.”
Congratulations to WestRock on this prestigious national award and to Pink Lady® licensee, Universal Trays, on this innovative partnership!
To find out more about the fibre-based packaging used for Pink Lady® apples in Thailand, contact Ryan Au via [email protected]
To access Pink Lady® brand guidelines and assets, including consumer packaging, Bushel Boxes and layer boxes design templates, explore Brand Hub here.
