Westfalia Fruit, a multinational supplier of avocados, mangos, and other fresh produce, launched a new process of laser etching codes and branding on avocados and mangos. Driven by its Netherlands-based operations, this initiative eliminates the need for applying plastic price look-up (PLU) stickers to individual mangos. After testing and a trial in Austria, the uniquely laser etched mangos are now available to European consumers.
“Since joining Westfalia, my focus has been on improving collaboration and efficiency. The introduction of laser etching, which is almost like a tattoo on the mango, has been an exciting project. Not only does it make the fruit stand out in-store, but it also has the potential to save up to 10 million plastic stickers a year,” Mathijs Benard, head of operations, Central Europe, as Westfalia. “What we can laser on the fruit is only limited by our imagination and customer needs. Currently, we are etching the fruit origin, customer branding, and product reference.”
