ICA was the first grocery retailer in Sweden to test laser marking in a pilot project on organic avocados and sweet potatoes to distinguish organic produce from conventionally grown produce. The method also avoids unnecessary packaging applied solely for branding purposes.

Plastic is ubiquitous in today's society. A great amount of plastic is specifically flowing into the packaging industry. However, economic and technical limitations cause most plastic packaging to have a linear and unsustainable life, often characterized by a very short use phase.

ICA’s laser marking pilot project has now been adopted as permanent practice and is being expanded to more organic fruit and vegetable products. The marking is a way of distinguishing organic products while at the same time reducing environmental impact by eliminating the need for plastic wraps and sticker labels.

The new, sustainable label is etched directly on the skin using a laser that changes the pigment on the skin, clearly displaying the product’s name, country of origin and PLU code. The method is now being expanded for use on more fruit and vegetable items.

Using a laser, only the pigment in the outer skin of the fruit or vegetable is changed. The method has no effect on the product itself. The laser marking is done in the Netherlands and Spain.

ICA’s pilot project, which began in late 2016, has been well-received by consumers.