Saica Group targets fresh produce waste with unified packaging strategy at Fruit Attraction

A strategic alignment of corrugated and flexible divisions

As the packaging industry navigates the complexities of the agricultural supply chain, Saica Group has confirmed its return to Fruit Attraction 2026, scheduled for October 6-8 at IFEMA Madrid. The Zaragoza-based multinational will leverage Pavilion 7 (Stand 7C24) to showcase Saica Fresh, a portfolio that represents a significant operational shift. Rather than marketing materials in silos, the company is integrating the capabilities of Saica Pack (corrugated board) and Saica Flex (flexible packaging and labeling) to offer a unified response to the fresh produce sector.

This cross-divisional strategy reflects a growing trend in the packaging sector during 2026. Converters are increasingly realizing that agricultural clients no longer want to buy boxes from one supplier and films from another; they demand cohesive systems that protect margins and reduce food waste across the entire logistics chain.

Mapping the four stages of the agricultural lifecycle

The core of the Saica Fresh proposition is built around four distinct phases of a product's journey, acknowledging that packaging requirements change drastically from the farm to the consumer's home. The first phase, The Field, focuses on structural integrity. Here, corrugated solutions must withstand high humidity, rough handling, and long-haul transport without compromising the load. It is a pure performance play where board grade and structural design are critical.

The second phase, Preservation, is where the synergy with Saica Flex becomes apparent. Extending the shelf life of fresh produce is currently one of the most pressing challenges for European retailers. By utilizing advanced flexible packaging, the focus shifts to moisture control, respiration rates, and barrier properties to actively combat food waste.

Moving down the chain, the Point of Sale phase transforms the packaging from a protective vessel into a merchandising tool. High-quality post-print and digital printing capabilities on corrugated displays are essential here to drive brand differentiation in highly competitive retail environments. Finally, the Circular Economy phase closes the loop. Saica is emphasizing lightweighting, mono-material designs, and enhanced recyclability, aligning with the stringent European packaging regulations that are reshaping material choices this year.

Leadership perspectives on market demands

The integration of these divisions is not merely a marketing exercise but a structural response to market demands. Miguel Angel Martinez, Marketing and Commercial Director at Saica Pack, notes that packaging plays a different but equally vital role at every stage of the fresh produce journey. The challenge lies in engineering the exact solution for each specific bottleneck, whether that is field protection or retail visibility.

Echoing this sentiment, Miguel Angel Ibañez, National Accounts Director at Saica Flex, points out that combining expertise in both corrugated and flexible materials allows the group to balance protection, functionality, and sustainability from a global perspective. This 360-degree approach is what separates mere material suppliers from strategic supply chain partners.

Saica’s cross-divisional approach highlights a necessary evolution in our industry, shifting the focus from mere material supply to comprehensive lifecycle management. Will the agricultural sector fully embrace these integrated packaging solutions, or will price volatility keep them tied to traditional, fragmented purchasing models? Follow The Paper for daily news, market signals and key updates from the global paper, corrugated and packaging industry. — Sigue toda la actualidad del sector en www.thepaper.ai