Fruit labels that rot right: BIG interview with Duncan Jones, Sinclair International 

For over 40 years, Sinclair International has been one of the leaders in fruit labeling, renowned for its high-speed labeling systems and unwavering commitment to sustainability. Now, Sinclair is setting new industry standards with its groundbreaking compostable fruit label, T55 — a game-changer in eco-friendly packaging.

In an interview with Fructidor, Duncan Jones, Marketing Manager for Sinclair’s Rest of World (ROW) division, shared insights into their latest product, its benefits, and how regulatory shifts in Europe are accelerating demand for truly compostable solutions like T55. 

Fructidor: Could you please share more about your new compostable label? 

Duncan Jones: T55 is our latest innovation and a significant step forward in sustainability. The label is certified for both industrial and home composting, making it unique in the industry. We worked with partners like Dinsert Co. and the Australasian Bioplastics Association to achieve these certifications. Essentially, the label breaks down completely and becomes usable compost, which aligns with global composting standards and legislation. We officially launched the label in October last year under the name T55, and the reception since then has been fantastic. We’ve received some really promising inquiries, especially as European packaging waste regulations get refined and closer to enforcement. Retailers and suppliers are increasingly seeking solutions like ours that help them reduce plastic waste in their supply chains. 

Fructidor: How long does it take for the label to decompose? 

Duncan Jones: The home composting certification requires decomposition within 365 days. Of course, that depends on environmental factors like temperature and moisture, but we’ve conducted time-lapse tests, and the results are impressive. For instance, by day 50, most of the label is virtually gone. More recently, we conducted a new series of time-lapse trials that showed even faster results. Under home composting conditions, the label completely broke down in under 12 weeks, and in one specific test, the label on a banana decomposed fully in just 56 days. Seeing those results visually through the videos was remarkable. It breaks down into usable compost with zero plastic waste. 

Fructidor: Are there any videos of these tests? 

Duncan Jones: Yes, we have videos showcasing the label's decomposition on various produce like bell peppers, bananas, and apples. Unfortunately, we can’t release these publicly due to intellectual property rights, but we have been able to share them with some of our partners. The latest time-lapse videos, including the one showing the label breaking down on a banana in 56 days, have been particularly powerful when demonstrating the label’s performance to retailers and suppliers. 

Fructidor: What’s the feedback from the industry so far? 

Duncan Jones: Very positive! We launched the label with Zespri earlier this year. They’re our first adopters and have been long-term partners. However, the real challenge lies in educating both retailers and consumers about the label’s benefits. Sustainability is about ongoing education and communication. Since the launch, we’ve also had very encouraging conversations with new audiences beyond our traditional network. We are now talking not only to produce category managers but also to sustainability and packaging managers, as they are increasingly driving the search for environmentally friendly solutions. In some cases, retailers were surprised to learn that their suppliers had already switched to our T55 label, which made the transition even easier for them. 

Fructidor: But consumers don’t decide which labels are used, right? 

Duncan Jones: Exactly. Retailers and packers make those decisions. That’s why we’re focusing on B2B education while also working to reach consumers. We’re considering ideas like adding information on the back of the label to help consumers understand how to dispose of it properly. We are also exploring marketing campaigns, including on platforms like Facebook, to raise awareness of our compostable label and the broader benefits of loose produce. 

Fructidor: Speaking of loose produce, how does your label fit into the growing trend of reducing pre-packed fruits and vegetables? 

Duncan Jones: That’s a great question. Retailers are indeed shifting towards loose produce as they look to reduce plastic packaging, and our T55 label supports that transition perfectly. Pre-packed produce often leads to over-purchasing and food waste. In the UK, for example, consumers frequently end up with more apples than they need because pre-packs often come in fixed quantities like six, when they might only need four. With loose produce, people buy what they need, reducing food waste. Our compostable label is key to making loose produce viable while still providing traceability and branding without adding plastic waste. 

Fructidor: How does this compare to traditional plastic or other sustainable labels? 

Duncan Jones: Our focus is on the end of life — what happens to the label after use. Whether it’s paper or certified film, we believe in minimizing waste. Our compostable label offers a tangible alternative to single-use plastic while maintaining the same performance and traceability benefits. We’ve tested other compostable labels on the market, and none match the performance of our T55. It adheres well to produce and endures throughout the supply chain, from New Zealand to the UK, even under challenging conditions like long shipping times and varying temperatures. In terms of performance and durability, it is equivalent to a conventional plastic label, which is a huge breakthrough for a compostable product. 

Fructidor: Is pricing a concern for customers? 

Duncan Jones: Yes, and we understand that. Our T55 label is a premium product because it took over 15 years of research and development to perfect. It’s a proprietary formula, and we’ve invested heavily in its intellectual property. That said, we are actively working with our supply chain and our customers to find ways to reduce costs. The more we scale, the lower the costs will become. Greater adoption will allow us to achieve economies of scale, which is key to making the label more accessible to everyone. 

Fructidor: Which markets are you focusing on? 

Duncan Jones: Europe and North America are our most mature markets, but we’re also seeing strong growth in South Korea and South America. Canada is particularly ahead in terms of sustainability awareness. The Asian market is a bit slower, but South Korea is picking up pace. Germany is an interesting market as well because it has a well-developed organic waste separation system, and we are also testing our label in anaerobic digestion conditions there. That test is still ongoing, but early indications suggest our label breaks down successfully even under those high-temperature, accelerated processes. 

Fructidor: What’s next for Sinclair? 

Duncan Jones: We’re gearing up for several trade shows in Asia, Australia, and South America. These events are vital for raising awareness about the new label and its benefits. We’re also running additional tests to demonstrate the label’s performance across different product types and environments. On top of that, we are developing the next generation of compostable labels aimed at further improving cost efficiency and performance. 

Fructidor: Would you like to share any final thoughts or key takeaways? 

Duncan Jones: Sustainability is a journey, not a destination. We’re proud to offer a solution that reduces single-use plastic and aligns with our customers' sustainability goals. As the industry evolves, we’ll continue to innovate and support a more sustainable future for everyone. We genuinely believe our T55 label is the best solution out there today, and we’re excited about what’s still to come. 

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