Demonstrating the advantages of plastic packaging with clear, evidence-based arguments, combined with an engaging and immediate language, these are the key aims of the new Pro Food communication campaign. Pro Food represents the main European manufacturers of plastic food packaging, comprising 14 companies and 29 manufacturing facilities.
Through advertisements in B2B publications, the campaign emphasises the positive role of plastic packaging in the agri-food supply chain. Using sport as its central metaphor—an arena that conveys universal values and resonates across business and consumer audiences—the campaign adopts a clear and direct tone, steering clear of greenwashing.
Each type of packaging is associated with a sporting setting: on a golf course, plastic containers “Love the green” and respect the environment; on a basketball court, they “Always go into overtime”, helping to reduce waste; at the beach volleyball net, they “Make a great block”, ensuring hygiene; on the football pitch, they “Play on the attack”, adding value; and by the poolside, they “Love transparency”, inspiring trust.
“Our awareness efforts around plastic packaging are grounded in scientific data and demonstrable evidence,” explains Mauro Salini, President of Pro Food. “This campaign adds an emotional dimension. The sports theme is no coincidence: just as behind every successful athlete there is talent and hard work, even a seemingly simple plastic tray is the result of technology, research, investment and design—meeting economic, environmental, functional and aesthetic requirements.”
European Packaging and Packaging Waste Regulation
The campaign also aims to put the European Packaging and Packaging Waste Regulation (PPWR) under the spotlight, which, if implemented, is very likely to have a negative impact not only on the fruit and vegetable sector but also on the HoReCa channel. The concern is that it overlooks the essential role packaging plays—not just in terms of product safety and shelf life—but across the entire supply chain.
As a key partner to retail, distribution and HoReCa businesses, Pro Food strongly backs plastic packaging solutions for food products, promoting accurate, science-based information on environmental impact, and supporting continuous research into eco-compatible alternatives. The ultimate objective is to ensure environmental sustainability, preserve product quality and shelf life, reduce food waste, protect consumer health and safety, and support responsible consumption.
The campaign rolled out across trade media in the fruit and vegetable, packaging and retail sectors during Macfrut, the international fruit and vegetable trade show held in Rimini from 6 to 8 May, and will continue, in the coming months, to promote a more balanced and fact-based view of plastic packaging.
