Sirane enjoys the Fruit Logistica breakthrough

by Daily News - 08/03/2010

"Europe’s premier packaging solutions company, Sirane Ltd, is still enjoying the aftershock of its ground-breaking presence at Fruit Logistica, Europe’s premier fruit exhibition in Berlin last month. "

Founder and director Simon Balderson says that ‘we expected a good show in Berlin in February but have actually been taken aback by the response of the trade to our fruit packaging solutions. We learned from the customers on our Fruit Logistica stand exactly what kind of product we have on our hands – and just how much Sirane’s packaging can help change the industry – and the environment - for the better.’

Sirane’s Dri-Fresh® Resolve® absorbent pads took centre stage at the company’s exhibition where the industry hailed it as a breakthrough packaging solution. Sandra Evans, Sirane Sales Manager explains that ‘Dri-Fresh® Resolve® is being hailed as a breakthrough for the fruit industry because it provides a step-change in the economics, shelf-life, and product yield for soft fruit. The Resolve® pad provides better protection for the fruit of course but this is just the start.

Evans adds that ‘the fact that our pad is instantly absorbent and that the juice is hidden means that the fruit always looks good even if it happens to be over-ripe. The grower can pack more fruit, confident that the packaging will keep it intact and fresh and the fruit retailer can also rely on the packaging to do the same. The consumer is happier with the product and is more likely to eat it rather than throw it away. The levels of returns and wastage throughout the whole supply chain are massively reduced – and everybody benefits!’

Sirane was accordingly inundated at Fruit Logistica with growers, retailers, distributors and others from all over the world including South America – including Chile, Argentina, and Peru; African countries – with a strong showing from Egypt; the Middle East and the Far East, Australasia and very strong interest from the United States.

Simon Balderson adds that ‘our new pad demonstrates some very unique air-flow properties. This is partly achieved as a result of the permeability of the natural bio-polymer surface. The design and the pad material prevent the sweating and bruising of the fruit and reduce the wastage even further. Our pad also greatly reduces condensation within the punnet from transit temperature fluctuations. Because the fruit pad has a micro-porous corn starch top and bottom layer together with a cellulose middle layer it not only absorbs the juice instantly, but also acts as a cushion for the soft fruit and allows constant air flow around the fruit. Consequently, the fruits will not sweat in transit or on the shelf. All of these factors go to enhance presentation and increased customer satisfaction with the shelf appeal.’

Balderson adds that ‘for most growers and retailers the fact that the pad is fully sustainable and fully compostable to EU standards is the icing on the cake. This truly has the feel of a global first – universal application – saving everybody cost, wastage and saving the environment too. The Resolve pad is not just an alternative option or a slight improvement, it is a breakthrough product.’

The Sirane impact at Fruit Logistica has meant that Sirane is now shipping the fruit pads for trial all over the world. Sirane is also agreeing a host of distribution and agency agreements in order to ensure that the product is available everywhere. Balderson says that ‘we shall expand our manufacturing operations as required to give everyone access to the product.’

Sandra Evans says that ‘as you might expect, we are seeing some look-alike products on the market. These are not even close to Dri-Fresh® Resolve® in performance or environmental properties. Our combinations of pure cellulose and bio-polymer materials are unique – and give Dri-Fresh® Resolve® its’ unique properties.’

Prior to the Fruit Logistica show Sirane’s Resolve® pad sales for fruit applications had already grown by 420% over the past 18 months. Sirane attributes the fruit pad growth both to changes in the competitiveness of the fruit market; to the attractiveness of the absorbent packaging technology and also to a desire to minimise spoilage and product returns.

The Sirane Resolve® fruit pad is available in standard and compostable versions. It cushions the fruit, absorbing excess moisture or juice, therefore decreasing pack and product waste. The Resolve® absorbent cushioning fruit pad - fully compostable and competitive with alternative materials - is primarily supplied as part of a package involving PP or PET trays. As well as its compostable function, the Resolve pad helps suppliers to extend shelf life and also guard against damage, discolouration and decay. In its compostable version, the Resolve® pad is composed of a non-genetically manipulated corn starch-based film which has been thermally laminated to a fully compostable FSC (Forest Stewardship Council) accredited cellulose-based absorbent material. The pad composts quickly accordingly to the latest European consumer composting standards.

In terms of consumer demand the continuing appeal for antioxidant foods, fruits and juices, is still driving up the volume of the European and world markets for berry cultivation and consumption. The blueberry and other berries market continues to achieve double digit growth. Aesthetics continue to be an important part of product sales – and Sirane’s abilities with colouring fruit pads and other materials has seen it win orders. As part of its networking and research in this area Sirane will once again attend the Global Berry Congress in London, May 11-12, 2010.

Prior to that, this month of March will see give another opportunity for the food industry to see Sirane people and products in the form of Foodex 2010, NEC, Birmingham, UK, March 21-24. Sandra Evans says that ‘Our stand at Foodex 2010 at the NEC will give visitors a great opportunity to meet us and all our products – fruit packaging included - across the entire food spectrum. Just call me at Sirane to book an appointment.’

Sirane’s growth in absorbency-based packaging has been based on a customer-driven operation; paying particular attention to commercial matters such as shortening order lead-times and delivery. The company’s innovations in the compostable/degradable packaging area – marketed under the Dri-Fresh® Resolve® brands – have also been setting the pace for the industry supply-side and been winning friends and orders in the retail and supermarketing worlds. Over 35% of Sirane’s current sales are based on products that were not manufactured one year ago.

By any standard the commercial growth and success of Sirane has been impressive: The Telford-based business now employs some 90 plus people and has grown to a £8million plus turnover from a standing start in 2003. Balderson pledges that 'we are aiming to make Sirane the safest and most hygienic food packaging company in Europe.'

All further details from Sandra Evans at sirane . sandra.evans@sirane.com
Tel (Mob) 07875361175 Tel. 01952 230055 Fax. 01952 210065 Web: www.sirane.com

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