Brand Packaging

Israel > Teva-Off

June 26, 2009


Most consumers buy fresh poultry with three to four days of shelf life, and either cook or freeze the product on or near the day of purchase. Poultry brand Teva-Off recently incorporated innovative and proprietary packaging technology that extends the shelf life of fresh poultry to eight days. “Doubling shelf life provides consumers an excellent opportunity to keep fresh poultry in the refrigerator and cook it at will, rather than wait for it to defrost or, worse, have it spoil before they get to it,” says company CEO Amnon Ariel. The move is expected to benefit retailers as well, since the short shelf life in meat and poultry cases typically causes excessive returns and discards of expired products. (Modified atmosphere packaging: Hefestus Ltd., www.hefestus-slb.com)