DS Smith–Serele SupeR partnership eliminates 10M plastic trays in Romania

RPMANIA – International packaging provider DS Smith has teamed up with Romanian tomato producer Serele SupeR to replace 10 million single-use plastic trays with recyclable, fibre-based solutions over a three-year period.

The collaboration reflects rising demand for circular, renewable packaging systems across European fresh produce markets and highlights the growing role of fibre-based designs in reducing plastic dependency.

Following a comprehensive assessment of Serele SupeR’s previous single-use packaging formats, DS Smith’s design team developed four corrugated cardboard punnets made from 100% FSC-certified, fibre-based materials.

According to DS Smith, the new punnets are faster to pack on the production line, fully recyclable after use, and designed with angled corners to accommodate different cherry tomato varieties.

The punnets are paired with a recyclable flexible film to maintain shelf appeal and visibility in-store.

Over the course of the trial, Serele SupeR reported a series of measurable sustainability improvements.

These include the elimination of 10 million plastic trays, a 46% reduction in CO₂ emissions compared to PET equivalents, and up to 21% optimization in material consumption, all achieved without compromising product protection or product handling efficiency.

Logistics processes were also streamlined, supporting the evolving requirements of modern retailers.

Christian Schmidt, Managing Director of DS Smith Packaging Romania, said the partnership demonstrates the potential of circular design principles at scale.

“We have managed to significantly reduce plastic use, lower emissions, and support Serele SupeR in their sustainability targets,” Schmidt noted, adding that the success of the project could encourage similar transitions across Romania’s horticultural sector.

Serele SupeR founder Silvia Răileanu emphasized the strategic significance of the shift, stating that sustainable packaging strengthens retailer partnerships and resonates with increasingly eco-conscious consumers.

“The collaboration with DS Smith offers us more than just innovative packaging – it gives us a direction for sustainable growth,” she said.

The initiative aligns with broader industry momentum toward fibre-based packaging. Across Europe, fresh produce brands are phasing out hard-to-recycle plastics in favour of compostable labels, paper-based trays, and mono-material solutions.

Recent moves include European retailers trialling compostable fruit labels and lightweight paper-based flow wrap to reduce plastic footprints.

DS Smith is continuing to expand its fibre-based innovations, supported by its Circular Design Metrics framework, which evaluates recyclability, material use, and carbon impact.

As Romania’s agricultural producers respond to tightening EU packaging regulations and rising consumer expectations, partnerships like this one signal a wider shift toward sustainable packaging as a competitive differentiator.

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