UK-based retailer Marks & Spencer (M&S) has announced plans to roll out new packaging, which will extend the fruit life stored in the fridge by up to two days. According to the retail giant, M&S will consider adding the innovative strips to all its berries, if the move becomes successful.
The firm will add a small plaster-style strip measuring 8cm x 4.5cm at the bottom of punnets of strawberries, containing a patented mixture of clay and other minerals that absorb the ripening hormone, ethylene which causes fruit to ripen and then turn mouldy, guardian.co.uk reported.
The retailer claims that the strip does not affect the recyclability of the packaging and there is no extra cost to the consumer of the packaging.
M&S agronomist Hugh Mowat said the new technology will help the customers to reduce their food waste as they no longer need to worry about eating their strawberries as soon as they buy them.
Trials carried out in M&S stores showed a minimum wastage saving of 4%, which would equate to 40,000 packs, or about 800,000 strawberries during the peak strawberry season.
During April, when the British strawberry season starts, M&S strawberries are imported from Egypt, Morocco, Spain and Israel.
