In 1956 the Simonetta family immigrated from Italy to Australia and established themselves as fresh produce and citrus farmers in the Sunraysia region.

Today, almost 60 years later, multigenerational family members own and operate the leading citrus farming and packing business, Sim Fresh, which packs more than 1.8 million boxes of citrus fruits, destined for local markets and international export.

To support market growth, Sim Fresh was keen to elevate their brand by launching fresh, vibrant new designs across their citrus fruit packaging range.

In keeping with their family values, a nephew of the family sketched up a series of playful ‘citrus characters’. Taking inspiration from the sketches, Opal’s creative team created the colourful designs to bring to life each of the characters.

While creative design was a key element, Opal also needed to ensure the packaging was functional and able to stand up to variable supply chain conditions.

Using paper produced by Opal, our SureFresh® Modular Produce Carton met the brief as it improves moisture resistance for cartons so that they can handle high humidity environments and long cold-chain journeys, ensuring produce arrives at its destination in premium condition. Sim Fresh’s vibrant citrus characters were printed on the outside of the carton packaging while SureFresh® waterproof, scuff and tear resistant barrier paper was added to the inside.

In line with the circular economy principles, once Sim Fresh’s produce cartons can no longer be used, they can be recycled through standard paper and cardboard recycling systems.