Zespri, the New Zealand-based global leader in kiwifruit production and marketing, takes a significant step towards more sustainable packaging by launching, in collaboration with Sinclair – a company specialising in sustainable labelling solutions – the first home-compostable fruit label.
This pioneering innovation brings together product traceability and recognisability with a strong commitment to environmental sustainability. Italy, a key strategic market for Zespri, has been chosen as one of the first countries to announce this breakthrough, underscoring the brand’s focus on quality and responsible innovation.
To raise awareness of this milestone with the general public, Zespri has launched a striking outdoor campaign in Milan, a hub for communication and innovation in Italy.
Since 16 May, two large-format billboards have appeared in prominent locations across the city:
- Via Tivoli (Brera area): 16–31 May
- Via Canonica (Arco della Pace area): 16 May – 15 June
The aim of the campaign is to highlight the introduction of the new home-compostable sticker – a concrete move aligned with growing consumer expectations.
The new T55 sticker, developed by Sinclair in collaboration with Zespri, is currently the most advanced compostable label available on the market. It ensures excellent adhesion to fruit and retains all traditional functionalities, including barcode legibility, origin, variety, and branding, while remaining compatible with high-speed, automated packing lines.
Its true innovation lies in its certifications: it is the first fruit label to be certified as a “finished product” compostable at both home and industrial levels by TÜV Austria, ABA, and DIN CERTCO. This means it can be disposed of in household organic waste, along with fruit peels and other biodegradable materials, helping to reduce plastic waste and support more sustainable daily habits.
“We’re proud that Italy was chosen to announce this revolutionary innovation,” says Emanuele De Santis, Marketing Manager Italy & Med. Countries. “Italian consumers are highly conscious of environmental issues, and it was important for us to offer a tangible example of sustainable innovation – one that improves the consumption experience, even in the smallest everyday gestures. We’ve also decided to make the patent open-source, encouraging the entire fresh produce sector to adopt this solution for a more sustainable future.”
All Zespri kiwifruit have been progressively fitted with the new compostable sticker since last year, further demonstrating the company’s commitment to an increasingly environmentally conscious and consumer-focused production model.
With this initiative, Zespri not only reinforces its leadership in green innovation but also sends a clear message to the entire industry: sustainability is a practical choice, driven by detail and powered by shared innovation.
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