French tomato specialist Rougeline has updated its packaging in order to display the company's green credentials.
The company's prepacked tomatoes now include a photo of the grower and the logo 'Les Paysans de Rougeline'.
'Consumers are looking for proximity and naturalness,' the company's Sandrine Brunoro said, 'so we decided to change our packaging. We are trying to show that we are proud of our growers.'
The colours on the packaging have also been altered, with green replacing the previously dominant red.
'We want to give the idea of freshness,' she said. 'For us, sustainability is extremely important. We are looking to promote environmental, economic and social development.'
According to Ms Brunoro, it is still too early to gauge the effect of this new move, but she reveals that a small study recently showed that 70 per cent of consumers prefer the new packaging.
