Strong, attractive on the shelf and well protected: why Group A. De Witte packs Zespri kiwis in Repun

How do you pack kiwis efficiently, protect the fruit perfectly during transport and storage, and ensure an attractive presentation on the retail shelf? Together with Group A. De Witte and Zespri, Smart Packaging Solutions developed a new Repun pack made of lightweight solid board.

Starpack is the packing and repacking division of Group A. De Witte, a group of fruit and vegetable companies. In Sint-Katelijne-Waver (Belgium), Starpack packs fruit and vegetables for retail and private labels, among other things. For Zespri, the world market leader in kiwifruit, Starpack packs green and gold kiwis in various formats.

The packaging had to meet several requirements at once. “The key expectations were very clear: a really attractive retail pack that appeals to consumers,” says Johan De Neef, Managing Director of Smart Packaging Solutions. “It also had to be cost-efficient and PPWR-proof. And finally, we need to be able to respond flexibly to retail demand, which can vary considerably.”

That combination called for a solution developed from hands-on practice. “We started with the question: what do you need? Then we looked at what we have today and together made a number of improvements, including to the dimensions and design. That’s how we ultimately arrived at this result: a Repun pack made of lightweight solid board with a grammage of 550 g/m².”

Kiwis are transported and stored under refrigeration. That places specific demands on the packaging. “The packaging has to retain its shape and strength, even in a humid environment,” says Jurgen De Witte, CEO of Group A. De Witte. “That way, we prevent damage to the fruit during packing and transport. Cold air must also be able to circulate properly. For kiwis, it’s important to keep the temperature as close to zero degrees as possible. Solid board is highly resistant to moisture and cold, and retains its strength.”

The pack is available in several formats. “We pack both large and small kiwis. This pack allows combinations of four, six and eight pieces,” says De Witte. 

The pack is finished with a sleeve. De Witte: “Combined with the sleeve, solid board folds neatly around the product. This creates a unity between packaging and product, and the kiwis sit securely in the tray. That helps prevent damage and food waste. At the same time, consumers want to be able to see the product in the store. With this solution, the kiwis are as visible as possible.”

Besides all the practical requirements, the new European Packaging and Packaging Waste Regulation (PPWR) was also an important starting point. This regulation aims to make packaging more sustainable. The first obligations have applied since 12 August 2026. Since then, companies must be able to demonstrate, among other things, which materials their packaging is made of and that it meets the applicable requirements. “It’s very important for us to work with packaging that is ready for the PPWR,” says De Witte. “Our retail customers are asking for it, and we want to be a pioneer in this area.” 

Johan De Neef: “This pack is made from recycled material, is recyclable after use and 100% PPWR-proof. What’s more, we can supply datasets for all our packaging containing the information required for the PPWR. That way, we help our customers comply with the new PPWR rules.”

The short lines of communication between Group A. De Witte, Zespri and Smart Packaging Solutions were key during development. Group A. De Witte packs the kiwis for Zespri and therefore knows exactly what retailers require and how the packaging is used in practice. “We talk directly to the packer who supplies the retailer. That allows us to translate the request straight into the packaging. That adds enormous value,” says De Neef. “In our plant, we make the entire pack, from start to finished product. That means we can offer packaging that matches exactly what the customer needs.”

 De Witte also emphasises the added value of working together: “Smart Packaging Solutions thinks along with us. How can we preserve the fruit even better? How can we guarantee even better cooling? They respond quickly and are genuinely involved in optimising the solution.”