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Smart switch with FiberWise™

Smart switch with FiberWise™

Hartmann’s fibre trays make sustainability easy for producers and consumers alike.

Published 09 April 2025

Sustainability without compromise: in this interview, Hartmann’s Kati Ørskov explains how FiberWise™ helps food producers cut plastic and CO₂ while running smoothly on existing lines. Learn why consumers prefer it, and how it prepares brands for future regulations.

As regulations tighten and demand for sustainable packaging grows, Hartmann Packaging A/S is launching FiberWise™ – a fibre-based tray for fresh food. Designed to fit into existing production lines, FiberWise™ combines functionality with sustainability, enabling food producers to future-proof their packaging.

We spoke with Kati Ørskov, Business Unit Director at Hartmann, about the idea behind FiberWise™, the development process, and what it means for the food industry.

From eggs to meat: Why Hartmann entered the fresh food packaging market

“We’ve been working with moulded fibre technology since 1937,” Ørskov says. “Hartmann is the market leader for egg packaging and a major player in fruit and vegetable packaging in South America. Biodegradable moulded fibre packaging is the core of our business. Sustainability is therefore a key issue for our company.”

The idea for FiberWise™ came from Hartmann’s retail partners. “They came to us looking for alternatives to plastic trays – especially for meat. FiberWise™ is our answer: a packaging solution that’s functional, sustainable, and easy to implement.”

What sets FiberWise™ apart

At its heart is a compression-moulded tray made from recycled paper and cardboard, with a wafer-thin, easily removable protective liner. It seals like a traditional tray, but with a much lower carbon footprint.

“Only 9.8% of the tray is the fossil barrier layer,” says Ørskov. “The rest is recycled fibre. Consumers can peel off the plastic film and dispose of each component separately. It’s simple, sustainable, and effective.”

FiberWise™ is also Modified Atmosphere Packaging (MAP) compatible for meat, poultry, fish, and convenience foods – all while maintaining shelf life.

Sustainable innovation, no production disruption

One of the biggest benefits for food producers? No need to change equipment.

“Our Plug & Play approach means FiberWise™ works on existing tray sealers with no additional investment,” says Ørskov. “It runs at the same production speeds and mechanical performance as plastic trays, including robotic handling and high-speed denesting.”

This is a major plus for producers who need to meet the new EU Packaging and Packaging Waste Regulation (PPWR) without disrupting production.

FiberWise™ presents a viable, eco-friendly alternative with the potential to transform the packaging market over the long term

Kati Ørskov, Business Unit Director

Meeting consumer expectations and regulations

In consumer tests, FiberWise™ scored highly: “74% of respondents preferred fibre-based packaging,” says Ørskov, citing a GfK study. “People like the easy separation of materials.”

From a regulatory standpoint, FiberWise™ is ahead of the game. Designed with the PPWR in mind, the tray supports recyclability and circular economy goals. “It’s a solution that makes it easier for companies to prepare for the future – today.”

The future of packaging

Looking ahead, Hartmann expects to see increased focus on CO₂ reduction across the packaging life cycle.

“We already know FiberWise™ emits only one-third of the CO₂ of PET and over 50% less than PP,” says Ørskov. “But we’re not stopping here. We’re exploring new fibre sources and innovations in renewable materials.”

Why switch to FiberWise™ now?

“Sustainability isn’t a luxury – it’s a necessity,” says Ørskov. “With FiberWise™, companies don’t have to choose between sustainability and efficiency. They get both.”

Companies that act now will be the leaders – meeting regulations, reducing their environmental impact, and enhancing their brand with eco-conscious consumers.