SEKOYA Blueberry Dispenser avoids packaging, waste regulations
SEKOYA officially launched its LIVIE Blueberry Dispenser July 16 at the SEKOYA Field & Forum in Meterik, NL. The event was attended by the most important European supermarkets and members of the SEKOYA B2B Network.
Over 80 guests had the opportunity to see the category opportunities around blueberry varieties from the SEKOYA and Fall Creek Collection programs as well as other varieties and try the new LIVIE Dispenser.
“Blueberries should leave the commodity scenario now and focus on the shoppers and their needs. This will lead to consumption growth through differentiation in assortment,” said Hans Liekens, value chain and retail manager at SEKOYA.
The dispenser was initially developed as an answer to the new Packaging and Packaging Waste Regulation, getting close to becoming E.U. law. As of 2030, several types of single-use plastic packaging will be banned, including disposable packaging for less than 1.5 kilograms of fresh, unprocessed fruits and vegetables. “We already see a lot of new opportunities popping up with this device,” said Liekens.
The dispenser is a simple cooled unit that contains three kilograms of fruit, is easy to clean and fill without direct contact with the fruit due to a patented filling Eco Box. There is an option to add a refrigerator unit in form of a pedestal below the dispenser which can contain 12 kilograms of fruit for easy refill in the store. These volumes are based on average sales per store today to minimize refill hassle.
“The dispenser only functions with LIVIE selected blueberries. Size and firmness are crucial, not to end up with marmalade, while consistent fruit quality and availability will drive sales. Our LIVIE Dispenser creates a significant step forward in blueberry availability, wherever you go," said Liekens.
“The unique option this device gives is the freedom for a supermarket or foodservice player to choose a consumer pack that fits their needs: you can have three size options (small, medium and large cups), and each organization can choose a packaging material that aligns with their sustainability strategy: reusable, compostable, or recyclable,” said Liekens.
