Crush Citrus, sustainable label material made with agro-industrial waste

Avery Dennison
Fasson® Crush Citrus
Europe, North America

Increased premiumization, sustainability, and personalization are growing trends in the consumer goods sector in North America and Europe. In packaging, consumers are looking to buy products from brands that align with their personal values, and recent future trends research from The Future Laboratory suggests that the adoption of sustainable packaging materials are on the rise.

In the 1990s, papermaker Favini created the first paper from the upcycling principle. Shiro Alga Carta was made with algae from the Venice Lagoon instead of tree pulp. The project was a success that had international significance and inspired additional research and development into sustainable papers with alternative materials that could replace virgin tree pulp--thus lowering our reliance on hardwoods.

In 2019, Favini partnered with Avery Dennison to take the use of sustainable papers a step further. Fasson® Crush Citrus is a sustainable label material made from agro-industrial by-products. 

A sustainable label for wine and spirits
After citrus fruits have been squeezed to make juice, about 60% of the product is left over. In Italy, where Favini makes their sustainable facestocks, that’s about 600,000 tons of bio-waste. While some of this “citrus mash” is used to make essential oils, biofuels, candied fruit, and other products, there’s still quite a bit of “waste” left over that would be used as fillers for animal food or destined for the landfill.

Fasson Crush Citrus is made from a combination of post-consumer waste (40%) and citrus pulp (15%). The facestock is GMO free, produced with 100% green energy, and made with FSC®  certified wood.

Here’s a quick look at how the Crush Citrus facestock is made:

Industrial citrus waste is reborn as a sustainable label material
To become the Fasson Crush Citrus label material, Favini’s sustainable Crush paper is paired with an Avery Dennison adhesive to match the application. Adhesives are chosen to maintain the integrity of the facestock, including the tactility, visual aesthetic, and printability, while ensuring the finished pressure-sensitive label can withstand the demands of production, use, and recyclability.

Fasson Crush Grape was one material featured at Labelexpo 2019, the international trade show for labeling. The material was also launched in the US in 2020 and featured at the Unified Wine and Grape Symposium.

To learn about the inspiration behind the Crush range and order a sample of materials, check out Of the earth, by the earth, for the earth: New Crush range of sustainable label facestock.