Avery Dennison Expands Production of Vidre+ to Combat Food Waste
Avery Dennison is expanding its production of Vidre+, a revolutionary coating that extends the shelf life of fresh produce, at one of its specialty plants in France. This move aims to combat food waste and reduce the carbon footprint of food production.
Vidre+ works by slowing down the ripening process of fresh produce, significantly extending its shelf life. It is adaptable to various packaging types and can be tailored by dose and size to meet the specific needs of different crops. Avery Dennison is currently optimizing its production process to further enhance efficiency and expand manufacturing capacity, paving the way for large-scale commercial deployment.
The technology transforms any label into a smart, active one that extends the freshness of fruits and vegetables. It has the potential to prevent up to 4.4% of fresh produce waste, which would equate to a reduction of approximately 4.2 million tonnes of CO2 in the food production industry's carbon footprint. Fresh Inset, the company behind Vidre+, has obtained all necessary regulatory approvals to sell the product in the European Union and is currently running multiple pilots to ensure full commercialisation by 2026. Recognising its potential, Vidre+ has been named a finalist in the Packaging Europe's Sustainability Awards 2025.
Avery Dennison's industrial scale-up of Vidre+ is a significant step towards reducing food waste and lowering the carbon footprint of food production. With its adaptability, proven results, and industry recognition, Vidre+ is poised to make a substantial impact on sustainability in the fresh produce sector.
