Apetit, a Finnish food company focusing on plant-based products, is also the largest cultivator of open-field vegetables in Finland. Consumers are familiar with Apetit's range of vegetable frozen foods, plant-based and fish patties, frozen soups, and pizzas, as well as domestically sourced rapeseed oils.
"We create well-being from vegetables by offering food solutions that are tasty and make everyday life easier. Our commitment to customers, the environment, and fellow individuals is evident in our everyday actions ", says Miika Kemilä, Apetit Oyj's Communications and Sustainability Manager.
"One of Apetit's strategic priorities is a responsible value chain. We rely on domestic plant-based food solutions and their development, growing the product range based on local fish, and sustainable and purposeful packaging solutions", Miika Kemilä answers.
Packaging plays a significant role in the product's value chain and is the most visible part of the product, the first contact for the consumer. In the packaging, it is also possible to concisely inform the consumer about sustainability, for example with different labels.
"The goals for products and packaging are defined in our corporate sustainability program. Apetit aims to transition to fully recyclable packaging materials by 2025. Last year, 70% of our product packaging materials in retail were recyclable. We actively seek opportunities to enhance the responsibility of our packaging without compromising its functionality," says Packaging Specialist Henna Lehtinen.
"In general, it can be said that responsible materials are emphasized more and more in packaging. It's now the norm for packaging to be optimally environmentally friendly. This is why we have introduced PEFC-certified cardboard in some of our products", Henna Lehtinen explains Apetit's process.
"We see the use of PEFC-certified material as a natural progression in the development of cardboard packaging. Cardboard is recyclable and renewable, and when PEFC-certified, it originates from sustainably managed forests. Certification ensures the responsible origin of the packaging material. In PEFC, the entire production chain is traceable. The change itself was easy. Once we confirmed the availability of PEFC-certified cardboard from our supplier, only design adjustments were needed. We were able to progress swiftly, as PEFC-certified material is readily available," Lehtinen adds.
Packaging can facilitate the consumer's decision-making process at the frozen food aisle in stores. Henna Lehtinen outlines what needs to be considered in packaging design:
"In food, packaging is extremely important for product safety and to prevent waste. Additionally, it must be recyclable after use. With these factors in mind, we always aim to choose the most appropriate and environmentally sustainable packaging solution.
The packaging must be clear and user-friendly. Labels, ingredients, and country of origin should be prominently displayed. Packaging should also be easy to open and fit smoothly into the home freezer. The recycling instructions must be simple, clear, and easy to find. In frozen packaging, it's crucial for the product name and concept to be prominently displayed – consumers make decisions very quickly. Colors can be used to convey information about ingredients – for example, blue is often used for fish products, and green for vegetable frozen foods."
Packaging labels have also been developed, especially in terms of recycling instructions, during packaging label renovations.
"Starting from September 2023, we gradually began using PEFC-certified cardboard, initially in some of our meal kit boxes, and later in other product categories packaged in cardboard. Starting from the beginning of 2023, the packaging plastics for our potato frozen products were switched to recyclable material. This change increased the use of recyclable packaging materials by approximately 22,000 kilograms annually," Lehtinen notes.
Work to increase the use of recyclable materials continues systematically. In addition, laminates for plastic packaging have been thinning, reducing the amount of used plastic. Additionally, we are constantly seeking the optimal solution for efficient packaging – meaning not packaging air and optimizing package sizes.
Change is being implemented one product category at a time. This approach also provides an opportunity to address challenges one by one. In connection with material changes, the entire packaging is thoroughly reviewed, and considerations are made regarding potential improvements or optimization of packaging size.
"The change in packaging materials is also influenced by how much packaging material is already in stock and whether there are upcoming changes in the appearance of the packaging. Therefore, we also take into account that there is no waste generated from these changes or that the changes are timed according to appearance changes. The development work is a collaboration throughout the organization," Lehtinen concludes.
Are you PEFC-certified or do you use PEFC-certified material in your operations?
Take part in our campaign and let us tell your sustainable story and spread it to others.
jenni.piela@pefc.fi
thomas.lowenberg@pefc.se
morten.haugerud@pefc.no
© 2023 PEFC Nordic – a collaboration between PEFC in Norway, Finland, Sweden and Estonia. All Rights Reserved.
