We Feed You is not just about providing meals for everyone, including those with special dietary needs, we are also focused on looking for ways to be industry leaders by actively finding ways to be more and more sustainable.
From day one, our commitment to packaging was rooted in a desire to reduce plastics and promote healthy meals combined with sustainability. We all know that traditional plastic meal trays with film (sticking to the food - YUK) for ready meals, contributes significantly to landfill. Despite many trays having a recyclable status, we know many consumers are too lazy to rinse their trays and place in recycling bin, so they end up in the household waste bin and landfill.
Despite their recyclable status, many ready meal trays in up in landfill which makes the paperboard tray a better choice.
This lazy consumer mindset prompted us to find a more conscious and sustainable solution. After extensive research, we discovered a pressed paper board tray that is food-safe, suitable for microwave and oven use and had been assessed through the Australian Packaging Covenant Organisations official assessment of packaging recyclability status. Eight+ years later, we’re still using it and feel good knowing that even if a customer doesn’t rinse and recycle it, the paperboard tray will break down much faster than plastic.
We believe our choice has encouraged other brands to rethink their packaging, as consumers are increasingly mindful of their purchasing decisions.
Our trays are mostly made from paper board with a PET liner, which provides a waterproof lining from the and the food. This liner represents a very modest percentage of the overall weight of the tray and carries much better environmental credentials than the common CPET (plastic) trays.
We Feed You pressed paper board tray
We have successfully integrated a paperboard tray, with a cardboard sleeve and cardboard delivery box. Cardboard is highly recyclable and compostable so when these three solutions are combined, they create a robust and efficient packaging system that protects the food without relying too much on harmful plastics or polystyrene.
We are constantly seeking better solutions. For instance, our insulation bags are crafted from 100% locally sourced materials, produced entirely in Australia, and fully recyclable through soft plastic recycling programs. These bags are designed for efficiency, featuring a metalised layer that serves as a heat barrier, paired with an inner bubble layer that acts as an insulating air barrier. This combination minimises heat transfer and conductivity while providing cushioned protection for your meals.
While our current insulation bags are effective and widely used by most ready meal delivery services, we recognise the need for even more recyclable and sustainable options in the future. So we keep looking.
Moreover, our packaging design is optimised for both functionality and consumer appeal. Our paperboard trays enable us to maintain structural integrity of the meal while providing an attractive presentation. Unlike plastic trays with the plastic seal sticking to the food, this is unappetising for many consumers.
By combining our solution with frozen, we also minimise food waste and enable customers to choose their meal at the time of consumption not because its reached its used by date. All this combined, enhances the consumer experience, as they can feel good about choosing a product that aligns with their values, feeding their bellies and souls.
When a brand claims "never eat frozen again," it often overlooks the significant nutritional (and environmental) benefits of frozen foods, which are backed by scientific research. Freezing is known to be one of the most effective methods for preserving the nutritional quality of fruits, vegetables, and even meals.
Many frozen fruits and vegetables for example retain a higher level of vitamins and minerals, such as vitamin C, fibre, and antioxidants than their fresh counterparts. This preservation occurs because the freezing process halts enzymatic activity that can lead to nutrient degradation. So please ignore any mis-marketing that tells you to "never eat frozen again."
In essence:
Through our packaging approach, We Feed You is not just reducing plastic waste in the ready meal industry; we are leading the charge and actively contributing to a more sustainable food system. By choosing materials that are environmentally friendly and recyclable, we are setting standards, demonstrating that it is possible to prioritise both quality and sustainability. For customer utilising our frozen meals, they can significant reduce food waste at home and have easy access to the nutritional benefits of We Feed You meals and convenience.
