PulpVision, a Dutch innovator in sustainable packaging, has officially launched in the UK market with its Thermoformed Moulded Fibre Punnets, offering a plastic-free alternative for packaging soft fruit, mushrooms, salads, and vegetables. Founded in 2021 and family-owned, PulpVision specialises in transforming paper waste into 100% compostable and recyclable moulded fibre packaging designed to meet the rigorous demands of modern produce supply chains. These thermoformed punnets are resilient, compatible with top-seal technology, and integrate seamlessly into existing automated packing lines, delivering performance comparable to plastic without the environmental drawbacks.

Leading PulpVision's UK expansion is Shaun Herdsman, appointed Sales Manager in early June, who brings extensive experience in agricultural packaging and automation. Herdsman is currently spearheading trials with growers, packers, and retailers across the UK. He emphasises collaboration across the supply chain, stating, “We’re not just offering packaging; we’re looking to develop tailored, scalable fibre-based solutions that meet the highest standards of sustainability and shelf appeal.” The punnets have already been trialled during British Tomato Fortnight, showing equal or improved shelf life compared to traditional plastic options. They are designed to de-nest consistently, label cleanly, and heat-seal reliably, making them a straightforward replacement for current plastic packaging. Additionally, they support the UK’s sustainability goals by being fully recyclable within existing kerbside collection systems.

The arrival of PulpVision aligns with a broader UK industry shift away from plastic in fresh produce packaging, driven by increasing consumer demand for sustainability and regulatory pressures. Retailers such as Sainsbury’s have committed to replacing plastic mushroom punnets with cardboard alternatives, a move that is expected to eliminate over 775 metric tons of plastic use annually, equating to more than 52 million plastic pieces. This change encompasses all 13 varieties of Sainsbury’s own-brand mushrooms and marks one of the largest single reductions in plastic use in the retailer’s history. Sainsbury’s initiative also includes making accompanying film packaging recyclable at their flexible plastics recycling points.

Similarly, UK growers like Smithy Mushrooms have partnered with paperboard packaging leaders to provide exotic mushrooms in recyclable paperboard punnets, responding to consumer preferences for less plastic on-shelf and the introduction of legislation aimed at reducing single-use plastics. These shifts reflect a wider industry trend as well as regulatory frameworks such as the UK's Plastic Packaging Tax and Extended Producer Responsibility reforms. Packaging companies report heightened interest from fruit and vegetable producers in cartonboard formats that balance environmental credentials with product protection.

Additionally, other innovative fibre-based packaging solutions are emerging, such as those developed by DS Smith and Priméale for vegetable kits, featuring a fibre-based corrugated cardboard tray with a cellulose hydrate lid. These designs focus on protecting fresh produce during transport while maintaining visibility and moisture retention, and can be customised for various customer requirements.

PulpVision's entrance into the UK market represents a timely and promising contribution to the fresh produce sector's sustainability drive. By offering plastic-free, high-performance packaging that fits smoothly into existing supply chains, the company positions itself as a key partner for growers, packers, and retailers aiming to reduce plastic waste while maintaining product integrity and shelf appeal.

Did you know that our judges consider the quality of our entrants' packaging, as part of our 10 point judging criteria? If your product is delicious and in sustainable packaging, then it already ticks two of the boxes! Enter your product today: https://uk.qualityfoodawards.com/QFA2025/en/page/2025-enter-awards