August 9th, 2021


Retailers throughout Europe are turning their focus on the sustainability of their product offering. Packaging is an integral part of the final product and it needs to contribute in a positive way to the overall image and environmental effects of the product. Packaging is more often emphasized in retailers’ sustainability programs with targets to increase the use of bio based raw materials and ensure recyclability, for example. For the brand owners, already embracing sustainability in their product and packaging development, this provides a chance to gain competitive advantage.


A Finnish lettuce and herbs brand Vihreäkeiju, is a great example of a comprehensive approach to the sustainability of end products, all the way from the sustainably grown fresh produce to the environmentally friendly packaging. They are using packaging made of cellulose based and carbon neutral Woodly® to pack herbs like coriander, to reduce the use of fossil raw materials. The main raw material for Woodly material comes from certified coniferous forests, which are managed in accordance with international ecological and ethical standards. Packaging made from it can be sorted into plastic recycling or mixed waste after use.

“After learning that such a great, locally-created innovation is available, we were immediately eager to test the material with our products. It is great to bring packaging into the everyday lives of consumers, which will help save the environment and make the circular economy more efficient. Choosing Woodly® packaging material sends a strong message to consumers and retailers about Vihreäkeiju’s pioneering spirit and responsibility,” says Kyröntarhat Oy’s CEO Tomi Levonen.


“Replacing fossil plastics with bio based plastics is a long-term project and needs to be done on a company-by-company basis. Leaders like Vihreäkeiju play a big role in this work,” says Jaakko Kaminen, CEO of Woodly.


“As part of our newly published sustainability strategy, we are focusing on developing and producing increasingly more sustainable packaging solutions to packers and retailers, with bio based and recycled raw materials and ensured recyclability. Cellulose based Woodly® is an excellent example of a solution completely integrated in circular economy,” Ari-Pekka Pietilä, Amerplast Chief Sales and Marketing Officer, says.


In May 2021, Vihreäkeiju herbs packed in Woodly packaging were declared one of the winners in Lidl Finland’s packaging innovation competition aiming to find sustainable solutions to reduce the use of traditional fossil based plastics in packaging.


The momentum is building to gain a competitive advantage and a positive image for your brand by choosing sustainable packaging solutions. We predict that, within the next five years, these solutions will become mainstream and quite likely even the only reasonable option, as sustainable packaging will no longer be just an advantage but also a requirement, demanded by brand owners, retailers, consumers and even national and EU level legislation.

Salad pouch

Contact us, and let us help you to find out, how we could increase the sustainability of your packaging.


About Woodly®

Woodly Oy is a Finnish company developing materials technology, whose commercial product is a new type of wood based on wood cellulose – Woodly®. The properties of Woodly material are similar to conventional fossil plastics, but are carbon neutral and recyclable. In addition to packaging, it can be used to make products for various uses.


About Vihreäkeiju

Vihreäkeiju is a brand that produces lettuce and herbs from Honkatarhat Oy and Kyröntarhat Oy, whose greenhouses are located in Honkajoki, Pöytyä and Marttila. Honkatarhat Oy, which focuses on lettuce cultivation, has a cultivation area of 4.1 ha and the company employs about 30 people. Kyröntarho, with a focus on herbs, is located in Pöytyä, has a cultivation area of about 2.7 ha and employs about 25 people. The companies belong to the Finnish LM Green Holding Group, whose main owner is the family company Laihian Mallas Oy.

Written by:

© 2022 Amerplast