BIG interview with André Giët: why moisture resistance is becoming critical in fresh produce packaging

Fresh produce packaging rarely gets attention until something goes wrong. A shipment arrives with weakened boxes, soft fruit loses shelf appeal, or exporters realise that small packaging failures are quietly creating larger commercial losses across the supply chain.

As fresh logistics become more demanding and retailers expect longer shelf stability, producers are placing far more attention on the reliability and performance of packaging materials themselves, especially for sensitive fruit and vegetable categories moving through cold and humid conditions.

Today, we sit down with André Giët from Smart Packaging Solutions to discuss the role specialised packaging continues to play in modern fruit and vegetable trade, the company’s international ambitions, and its interest in the Italian fresh produce sector.

Which fresh produce packaging needs is Smart Packaging Solutions primarily focused on today?

Smart Packaging Solutions is the solid board division of the VPK Group. We are a family company based in Belgium and, within the Smart division, we produce solid board packaging.

Solid board is typically used for packing fruit and vegetables, especially products where resistance to humidity and water is important, such as strawberries, berries in general, salads, cucumbers, and similar products.

For all these fruits and vegetables that require packaging with strong water and humidity resistance, we believe we have the right solution through VPK and Smart Packaging Solutions.

How do you see the Italian market in perspective?

Italy is new for us, but we know it is one of the biggest kiwi growers and exporters in Europe. It is also a major producer and exporter of berries, including strawberries and blueberries.

Our packaging performs very well for these kinds of products, so we see strong potential in the Italian market. We hope to establish new business relationships and develop opportunities there over the coming years.

That is also why we are participating together with our Italian colleagues from Open Imballaggi.

How long has your company been operating?

The VPK Group has existed since 1935, so it has a very long history. Our Smart division has existed since 1989.

We are present all over the world, but Italy was still a bit of a blind spot for us. These are really our first steps into the Italian market, together with our Italian colleagues from Open Imballaggi.

Which markets are you currently working with?

We work across several industries including fruit and vegetables. We operate all over the world. In Europe, we work in Belgium, the Netherlands, France, the UK, Ireland, Scandinavia, Poland, Norway, and Spain.

Outside Europe, we also supply South America, Central America, Mexico, Peru, Chile, Japan, and even New Zealand. So overall, we are active globally.

Fresh produce businesses looking for moisture-resistant solid board packaging can send their inquiry for a free consultation.