A story in cardboard

“Active! Long live fruit”: with this slogan Bestack launched, on February 9 at Fruit Logistica in Berlin, its new communication campaign to promote the innovative features of “Active”, a packaging that enables a significant reduction in food waste, developed and patented by the Italian fruit and vegetables  corrugated cardboard packaging producers’ consortium, in collaboration with the University of Bologna.

Thanks to the regulatory action of a mixture of natural essential oils, the containers are able to slow down the deterioration of the fresh produce. All told as much as 800 thousand tons of fruit and vegetables could be saved from the garbage every year in Italy. The promotional video directed by Riccardo Salvetti recounts the genesis, development and project numbers, adopting a creative language, suitable for different target audiences and communication channels. The project totals five years of research, 4,500 analyses in 2016 alone, and panel test samples in stores and salespoints.