The fresh produce sector in Mexico is embracing a new packaging concept that combines sustainability with operational efficiency. Through a collaboration between Ravenwood Packaging and Troya Alimentos for Aztec Fruits, a linerless tray-based packaging solution is being introduced to replace traditional plastic nets and adhesive labels.

The system integrates fibre-based carton trays with linerless labels applied using Ravenwood’s Nobac technology. This approach eliminates the need for plastic netting and reduces material waste associated with traditional label backing liners, offering a more resource-efficient packaging format for fresh fruits and vegetables.

Troya Alimentos has already rolled out the solution across 20 different SKUs, including avocados, tomatoes, citrus fruits and mangos. The packaging is designed to work seamlessly within existing supply chain operations, enabling retailers to adopt the format without major infrastructure changes. Label application speeds reach up to 50 packs per minute for smaller trays, while larger formats operate at 20 to 25 packs per minute, ensuring scalability for high-volume distribution.

The market response has been rapid. The initiative launched in January 2026 across 30 stores, distributing 50,000 packs in its first month. By the second month, distribution expanded to 75,000 packs across 50 stores, with projections targeting 200,000 packs across 150 stores in the third phase. The rollout spans key regions from Mexico City to Tulum and Los Cabos, with further plans to supply Amazon Fresh in Mexico City following successful trials.

This innovation is closely aligned with growing regulatory pressure on single-use plastics, particularly in Latin America. By replacing plastic nets and conventional labels with fibre-based materials and linerless technology, the solution reduces both plastic consumption and packaging waste, while improving recyclability within existing paper streams.

The shift to linerless tray packaging reflects a broader industry move toward reducing material use while maintaining product protection and shelf appeal.

Consumer reaction has also been noteworthy. According to Troya Group, shoppers have shown strong curiosity toward the new format, highlighting the role packaging innovation can play in enhancing brand differentiation at the point of sale. The clean design and visible reduction in plastic contribute to a more sustainable brand image, which is increasingly valued by environmentally conscious consumers.

From an industry perspective, this development illustrates how incremental packaging innovations—such as eliminating label liners or switching to fibre-based structures—can deliver meaningful environmental benefits without compromising efficiency. It also reinforces the growing importance of automation-ready, sustainable packaging formats that integrate smoothly into modern retail and logistics systems.

As sustainability regulations tighten and retailers seek scalable alternatives to plastic-heavy formats, linerless and fibre-based packaging solutions are expected to gain traction across global fresh produce markets. The Mexican rollout serves as a practical example of how innovation, regulation and consumer expectations are converging to reshape packaging strategies in the food supply chain.