Performance in use
Strength through production, watering cycles, cell separation and transport.
A Beyond vision
Beyond packaging.What if packaging carried more than a product?
Our thinking began with the unboxing experience and the use of renewable and recyclable materials. Today, our ambition goes further: to design packaging that does more than reduce its footprint — packaging that can contribute to regenerating living systems.
Applications in development
More than a container
Two purposes. One ambition.
Packaging reaches a person’s hands. We touch it, open it and interact with it. It can tell the story of a company’s commitment and invite a tangible action. The message no longer lives only on a website, in a post or in an ESG report: it becomes part of everyday life.
Protect what it carries.
Bring the product safely to its destination, preserve its quality and make it easy to use. That is packaging’s first purpose. It remains essential.
Serve a useful purpose next.
Design for what happens after opening: another use, a meaningful action, a contribution to living systems to develop and measure. The message packaging carries and its practical value should reinforce one another.
People before materials
The right solution starts with the people who use it.
A grower wants to support their plants. A brand wants to turn its commitments into something tangible. A person wants to know what to do with the packaging in their hands. We want to connect those needs, then choose the material and format that make sense for them.
We want to shape what comes next with growers, brands and users: start with real uses, design together and refine solutions through practical experience.
01 · Supporting the plant
A tray without plastic. A cell that stays with the root ball.
Our goal: replace the plastic tray with a fibre tray made of detachable cells, each intended to be planted with the plant.
This is one way to give packaging a useful next role: support the plant as it grows and travels, then accompany it into the ground. We are developing the support and growing medium as one system, with the ambition of helping roots and water management after planting.
- Eliminate the plastic tray from this growing process.
- Detach each cell and plant it together with its root ball.
- Develop a useful role for roots and water after planting.
The journey we are designing
From young plant to open ground.
- 01
Grow
Support the plant in a cell designed around its growing medium and irrigation conditions.
- 02
Transport
Keep root balls secure in a tray suited to handling, moisture and distribution.
- 03
Detach and plant
Separate the cell from the tray and plant it with the root ball, without removing the plant from a plastic container.
- 04
Support what follows
Evaluate root penetration, plant establishment and how the support changes in the soil.
The detachable cell is the part that stays with the plant. Tray format and formulation will be adapted to each crop and use.
02 · Protecting the product
Protection tailored to the product. What follows, designed from the start.
The same thinking informs our development of moulded fibre protective packaging. Shape and formulation must meet the product’s transport and handling requirements. Its next use or recovery pathway is part of the design brief.
- Tailor cushioning and geometry to the product.
- Assess strength, moisture and logistics requirements.
- Choose a next step suited to the material and available recovery systems.
From concept to results
Growing the vision, one result at a time.
This page will evolve with real prototypes and results. Our regenerative ambition guides development; practical use and testing will allow us to evaluate the benefits.
Our development priorities
Plant and water
Root penetration, establishment after planting and water consumption, compared with a reference system.
Behaviour in soil
How the cell and its complete formulation change over time, including binders and any additives.
Value for the grower
Operational compatibility, plant losses, handling and total cost per marketable plant.
Benefits for water, roots and soil are development objectives to be evaluated. Moulded protective packaging is not automatically intended for planting; its next step depends on its formulation and use.
The vision in conversation
Hear the thinking behind the material.
In the Climate Hive conversation with Kevin Drolet and Mike Higgins, Alain Bélanger discusses packaging, development and partnerships. Listen to the chapter for the thinking behind these applications.
Listen to the packaging chapterConversation in English · Chapter starts at 33:32Designing together
What should come next for your packaging?
Grower, brand, distributor or user: your perspective can help shape this work. Let’s discuss what your packaging needs to protect, the message it could carry and the purpose it could serve next.
To get started: your application, current material, volumes and the main challenge to solve.
Let’s shape what comes next