New dispenser aims to enhance blueberry accessibility and sustainability, complying with upcoming EU packaging laws

SEKOYA® has recently unveiled its innovative LIVIE™ Blueberry Dispenser, a move aimed at revolutionizing the blueberry market. The official launch took place on Tuesday, July 16th, during the SEKOYA Field & Forum in Meterik, Netherlands.

The event drew significant attention, with attendance from major European supermarkets, members of the SEKOYA® B2B Network, and press representatives, totaling over 80 guests. Attendees were given a firsthand look at the new dispenser and explored various blueberry varieties from the SEKOYA and Fall Creek® Collection programs.

The LIVIE™ Blueberry Dispenser is designed to address the upcoming Packaging and Packaging Waste Regulation (PPWR) set to become EU law by 2030. This regulation will ban several types of single-use plastic packaging, including those for fresh, unprocessed fruits and vegetables under 1.5 kg. Hans Liekens, Value Chain & Retail Manager at SEKOYA, emphasized the dispenser’s role in compliance with these regulations and its potential to open new market opportunities. “We already see a lot of new opportunities popping up with this device,” Liekens stated.

The dispenser itself is a cooled unit capable of holding 3 kg of blueberries. It features a patented filling ‘Eco Box’ that allows for easy and hygienic refilling without direct contact with the fruit. Additionally, there is an optional pedestal refrigerator unit that can store an extra 12 kg of fruit, streamlining the refill process for stores.

These capacities are aligned with average store sales to minimize the need for frequent refills. The device’s functionality is exclusive to LIVIE™ selected blueberries, which ensures the preservation of size, firmness, and overall fruit quality, preventing spoilage and enhancing sales.

A notable feature of the LIVIE™ Dispenser is its flexibility in packaging options. Supermarkets and food service operators can select from three different cup sizes (small, medium, large) and choose packaging materials that suit their sustainability strategies, whether reusable, compostable, or recyclable. This adaptability allows retailers to cater to consumer preferences and align with environmental goals. “The unique option this device gives is the freedom for a supermarket or Food Service player to choose a consumer pack that fits their needs,” Liekens explained.

SEKOYA has been active in enhancing the snacking category for blueberries since 2020, focusing on producing large, crunchy, and flavorful blueberries with an extended shelf life available year-round. The introduction of the LIVIE™ Dispenser marks a significant advancement in making these high-quality blueberries more accessible to consumers, retailers, and growers alike. As stated in the press release, SEKOYA aims to elevate the blueberry category through these innovative steps, resulting in benefits across the supply chain.

Images: Courtesy of SEKOYA

LIVIE™, the trademarked B2C brand of SEKOYA, is reserved exclusively for retailers and members of the SEKOYA B2B Network. This branding ensures that consumers receive the best blueberries, distinguished by their superior quality from the SEKOYA network.

Shifting the focus to shoppers and their needs will drive consumption growth through differentiation in assortment. “Blueberries should leave the commodity scenario now and focus on the shoppers and their needs,” Liekens asserted.