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Switch to jars invigorates veggie brand

Steel price hikes in late 2004 motivated Ole’, a leading vegetable packer headquartered in Morrinhos, Goias, Brazil, to evaluate other packaging options besides steel cans. T
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FILED IN:  Package Component  > Closures
     

he packer entered discussions with glass packaging supplier O-I. O-I developed an affordable glass package for Ole’-brand green beans and corn. The jars carry the equivalent 200 grams of product as the packer’s conventional steel cans are competitively priced and feature specialized easy-open metal closures from Rojek.

Ole’ introduced the new retorted jar packaging in January 2005. It doubled the company’s share of the green bean/corn market in just three months. In fact sales are growing at such a brisk pace that Ole’ is installing a new filling line to accommodate increased product demand. Ole’ is also adding a new product—a mix of carrots and potatoes—to the jarred line. According to Ole’ and O-I consumers seem to like the jar option because it allows them to view the product they are buying. —Judy Rice

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