‘The experience begins in the store’
Since September, Looye Joyn tomatoes have been available in supermarkets in brand-new packaging. Quality Pack is very proud of this unique retail packaging and our collaboration with Looye Growers. A great reason to interview Michel van Giesen and Esther de Waard about the new packaging, the development process, and the feedback they’ve received from the market.
Michel, buyer at Looye, has been involved in the development of the new packaging from the start. He explains why this change was necessary for Looye Joyn tomatoes: “With the new packaging, we wanted not only to increase the content from 375 to 400 grams of vine tomatoes but also to align with our sustainability ambitions and—just like with our Honeytomatoes—create a premium look that matches the consistent quality we deliver.”
A Complex challenge in trusted hands
“With all these demands combined, we knew this wouldn’t be a simple task. That’s why Quality Pack was a logical partner for us in this process,” Michel continues. “We’ve been working together since the development of the ‘Honey Cup’ and have always enjoyed a smooth collaboration. We know their systematic approach and trust in their high level of commitment and service. This choice proved to be the right one. Quality Pack provided great input and went above and beyond to achieve this result together.”
Setting the tone on the retail shelf
“For us, the experience of Joyn tomatoes starts in the store,” says Esther, Marketing Manager at Looye. “We wanted packaging that allows consumers to see and smell the flavorful vine tomatoes. This open packaging achieves that, and retailers are also enthusiastic about it. Additionally, we’ve received positive feedback on the distinctive look and the sustainable materials used. Both the tray and the band can be fully recycled with paper and cardboard waste.”
Overcoming Technical Challenges
“This was certainly not an easy process. We encountered quite a few challenges in achieving our goals,” Michel says with a laugh. “For example, we chose a tray that had never been used in the fresh produce sector before. The top of the tray is finished with a beaded edge, and we added a band as a wrap. This may sound simple, but the packaging and the process are full of details and clever innovations. Take, for instance, the special notch at the bottom of the tray, which ensures the band stays in the correct position. Quality Pack was very proactive in addressing these issues, even going beyond what we had asked for.”
Sustainability as a foundation
Esther adds, “We’re also incredibly proud of how sustainability has been integrated into the packaging. This goes beyond material choices. Our packaging process runs on 65% solar energy that we generate ourselves. For us, sustainability also means reducing waste. With this new packaging, we’ve taken another step forward in this regard. Shelf-life tests show that the open structure of the packaging helps keep the Joyn tomatoes fresher for longer compared to the previous packaging. That’s a fantastic result!”
An innovative total concept
“Packaging is often seen as a necessity, but this adds brand value to the overall experience, reduces the environmental footprint, and extends the shelf life of the tomatoes,” Esther continues. “This is an important step toward the future for us, where premium quality, sustainability, and optimal consumer experience come together. At Looye Growers, we are proud to add this Looye Joyn packaging to our family of premium offerings and to take the lead in this development.”
