Freshness is everything in the produce department. It’s the driver of consumer choice, the anchor of category loyalty and one of the biggest drivers of shrink on the income statement.

Yet the challenge for retailers remains the same: how to keep perishable fruits and vegetables looking and tasting their best for longer, while minimizing waste and maximizing profit.

A new technology, Vidre+, is rapidly changing the conversation about how freshness can be protected and extended. Thankfully, it doesn’t require a costly infrastructure upgrade or operational inconvenience. It’s a simple sticker applied directly inside packaging that instantly transforms traditional clamshells, bags and boxes into “smart” packaging with built-in freshness protection.

How Vidre+ Works

Vidre+ is a patented active packaging solution developed by Fresh Inset. The technology is comprised of a small sticker coated with 1-MCP (1-methylcyclopropene), a safe, proven compound that inhibits the negative effects of ethylene — the natural ripening hormone produced by fruits and vegetables.

When humidity inside a sealed package reaches 85 percent, Vidre+ activates, gradually releasing 1-MCP over a controlled 30-hour period. The result is a timed and extended application of freshness protection that reduces ethylene’s impact without leaving any residue.

“The patented timed and gradual release of 1-MCP is what makes Vidre+ more effective than single-burst delivery options in this category,” said Kevin Frye, vice president of market development, North America. “Plus, the sticker format allows for different sizes to carry varying dose rates. This means produce that has been unable to benefit from traditional 1-MCP applications, like leafy greens and berries, now can.”

For retailers, this is a game changer. Suppliers can now ship produce in ordinary packaging that functions like advanced active packaging without expensive add-ons or supply chain disruption.

Proven Results with Delicate, High-Value Produce

The most fragile items, such as raspberries, arugula and spinach, are proving to be some of the biggest success stories for Vidre+.

• Raspberries: In commercial trials, raspberries protected by Vidre+ maintained firmness and bright color several days longer. That means higher sell-through and fewer complaints.

• Arugula: Known for its rapid decline in quality, arugula treated with Vidre+ retains color and texture, offering consumers more days of freshness at home.

• Spinach: A category staple, spinach often suffers from yellowing and wilting. Vidre+ helps maintain vitality and crispness for longer shelf life and enhanced consumer loyalty.

Why Retailers Should Care: The Shrink Equation

Shrink remains one of the most stubborn cost centers in produce. Every clamshell of berries or bag of spinach tossed from the cooler represents lost revenue and wasted labor.

Vidre+ helps attack shrink at its source. Even a few extra days of shelf life creates more selling time, better display flexibility and improved consumer confidence.

Shoppers who consistently bring home fresher produce are more likely to repurchase, boosting not only category growth, but also driving loyalty throughout the entire store.

• Reduced waste = higher profitability

• Better consumer experiences = repeat sale

• Longer shelf life = stronger category performance

Ask Your Produce Suppliers About Vidre+

Vidre+ is applied at the supplier level but supplier adoption is often driven by retailer demand. When retailers request Vidre+ protected packaging, adoption accelerates and everyone benefits.

The technology allows suppliers to easily create their own smart packaging and enhance their operations. It gives retailers the ability to meet consumer demand for quality produce and support sustainability goals with reduced waste and the prevention of carbon dioxide and greenhouse gas emissions without the high cost of adopting new sustainability practices. For consumers, it simply means healthy, fresh produce that lasts longer.

Looking Ahead: Smarter Packaging as the New Standard

As sustainability pressures mount and consumers demand both freshness and reduced waste, retailers have a unique opportunity to lead. By encouraging suppliers to adopt Vidre+, retailers can directly influence category performance, shrink reduction, and customer satisfaction, all without major capital investment.

Freshness is the currency of produce retail. Vidre+ is a new way to bank it. For retailers, the message is simple: encourage suppliers to optimize their produce quality with Vidre+ and make “smart packaging” the new standard for your produce department.

For more information about Vidre+, visit vidreplus.com.