Move eliminates the need for individual plastic PLU stickers
Westfalia Fruit has launched laser-etched mangoes for customers in Europe. Driven by its Netherlands-based operations, the initiative eliminates the need for individual plastic PLU stickers.
Mathijs Benard, head of operations Central Europe said: “Since joining Westfalia, my focus has been on improving collaboration and efficiency. The introduction of laser etching, which is almost like a tattoo on the mango, has been an exciting project.
“Not only does it make the fruit stand out in-store, but it also has the potential to save up to 10mn plastic stickers a year. What we can laser on the fruit is only limited by our imagination and customer needs. Currently, we are etching the fruit origin, customer branding, and product reference.”
The laser project was a collaboration between Westfalia’s capabilities in The Netherlands and in Germany to ensure the fruit’s quality and shelf-life were preserved. The company said customer feedback has been very positive, and the plan is to expand the range further across Europe in the near future.
Wim Destoop, president of Europe, said: “Mathijs’ role as head of operations Central Europe demonstrates the refreshed structure of Westfalia in Europe. By uniting the expertise of our operations in The Netherlands and Germany with the packing capabilities of the former EuroWest facility, we are well-positioned to ensure continuity and deliver exceptional customer service”.
Separately, Westfalia announced the appointment of Marcel van der Linden to its Netherlands team as head of commercial. Van der Linden has over 30 years of experience in fresh produce, particularly tomatoes.
“I’ve certainly joined Westfalia at an exciting time following the acquisition of EuroWest and the combination of the two teams with one clear focus – leading in quality and packing,” he said.
As well as avocados, Westfalia’s Poeldijk production facility offers year-round packing solutions for sprouts, capsicum, and other vegetables. “We are committed to providing customers with innovative solutions that showcase our broad services and flexibility,” said van der Linden, “With state-of-the-art packing lines equipped with robotic technology, we can deliver a variety of pack formats, customized to meet the unique needs of each customer.”
