Protecting the fruit, guaranteeing its quality, and conveying a recognizable brand at the point of sale. These are the pillars of the packaging strategy of San Lucar Fruit, who has been the protagonist of 94th Innovation Breakfast of the Packaging Innovation Cluster, held at the company's offices in Puçol.
SanLucar Fruit is a global company founded in 1993 and headquartered in Valencia, Spain, whose mission is to bring health, naturalness, and joy to people. Offering approximately 100 varieties of fruits and vegetables from over 35 countries, the company is the premium brand with the widest range in the retail market of Germany, Austria, the Netherlands, Poland, Belgium, Sweden, as well as in the Middle East, the Far East, and Canada.
The day included the participation of Maria PlasenciaPackaging Innovation & Development Director of SanLucar Fruit, who shared the company's packaging strategy; and with the collaboration of TLSI (Logistics Techniques, Systems and Engineering), a logistics consultancy specializing in the improvement of operations and processes. Furthermore, this meeting served to welcome... Hybrid Software Iberia as a new member of the Cluster.
Packaging to protect, communicate and add value
Specifically, Plasencia highlighted that SanLucar Fruit's packaging strategy aims to protect the quality and shelf life of the product, comply with the new legal requirements of the EU Packaging and Packaging Waste Regulation (PPWR), support sales, communicate the brand and its values, and promote innovative and differentiating solutions.
To achieve this, the company's development of new packaging begins with a market study and continues with the generation of proposals, feasibility analysis, quality tests, market trials, and final evaluation.
As an example, SanLucar presented developments such as Fresh Bag, a bag with an integrated ziplock, handle, and hyper-ventilated surface; Blue Nature Bowl, packaging for premium Sekoya blueberries; and Natürtüte, a 100% paper bag with high moisture resistance. They also showcased other solutions aimed at improving product presentation at the point of sale, such as branded decorations adapted to EPS boxes.
The common goal of these projects is to offer a technical solution to the product, respond to market needs and provide added value through packaging, making the packaging a key element within the brand experience, from the field to the table.
Logistics optimization and artificial intelligence
As a collaborating company of the event, TLSI has provided the logistical perspective to the event. Its manager, Juan Jose Hernandez, has addressed the importance of specialized consulting to improve the operations and processes of companies, especially in areas such as identifying improvements, optimizing resources, reducing costs, eliminating bottlenecks and designing layouts and warehouse maps to optimize material flows.
During his presentation, Hernández shared various practical examples of process improvement and demonstrated the potential of artificial intelligence as a support tool for data analysis in the logistics field.
The event also served to officially welcome the Cluster to Hybrid Software[Company Name], an integrated company with over 30 years of experience offering solutions for printing providers, graphic workshops, brands, and equipment manufacturers. During its presentation, Bernardo MartínezThe Sales Manager for Iberia at Hybrid Software Iberia has presented the company's solutions, focused on providing technological tools to the packaging sector.
The session concluded with the recognition as Cluster MVP of the Month a Gaëlle Daurat, Sales Manager at EnvaseliaThis distinction recognizes the involvement and active participation of members in the initiatives promoted by the association. In this edition, ESIC has complemented this recognition with a 1.000 euro check, exchangeable for training.
