The Cullen team joined over 100,000 visitors from 140+ countries at Fruit Attraction 2025 in Madrid – the largest and most international edition to date. The show once again proved why Madrid is Europe’s key meeting point for the global fresh produce supply chain, and why packaging innovation continues to lead the conversation.
This year’s event gave Cullen the opportunity to connect with distributors, customers, and industry peers across Europe while showcasing how UK-made moulded fibre packaging can help producers reduce plastic, enhance product protection, and support retailer sustainability targets.
Sustainability Leads the Way
Fruit Attraction 2025 confirmed what we’ve seen across the market all year – fibre is fast becoming the dominant force in produce packaging. Retailers, growers, and packhouses are continuing to move away from plastics in favour of recyclable, paper-based systems that deliver both protection and presentation.
This shift reflects a significant maturing of paper-based packaging technology, proving that brands can achieve the same functionality, strength, and shelf appeal – all while meeting growing sustainability requirements.
Driving Sustainable Innovation Through Collaboration
The partnership drew significant attention throughout the show, with visitors keen to see how Cullen’s proven fibre technology and Ravenwood’s linerless expertise combine to accelerate the shift away from plastic packaging. The response was overwhelmingly positive, sparking new discussions around joint trials, customer integration projects, and exciting opportunities to extend fibre-based applications across Europe.
Watch our products with the Ravenwood machine in action from the show floor
See how Cullen’s moulded fibre technology delivers sustainable protection and performance for Europe’s produce sector.
A Clear Opportunity Ahead
As we continue to innovate across our moulded fibre and corrugate divisions, the takeaway from Madrid is simple – the future of fresh produce packaging is fibre-based, efficient, and sustainable, and Cullen is ready to lead the way.
The Cullen team joined over 100,000 visitors from 140+ countries at Fruit Attraction 2025 in Madrid – the largest and most international edition to date. The show once again proved why Madrid is Europe’s key meeting point for the global fresh produce supply chain, and why packaging innovation continues to lead the conversation.
This year’s event gave Cullen the opportunity to connect with distributors, customers, and industry peers across Europe while showcasing how UK-made moulded fibre packaging can help producers reduce plastic, enhance product protection, and support retailer sustainability targets.
Sustainability Leads the Way
Fruit Attraction 2025 confirmed what we’ve seen across the market all year – fibre is fast becoming the dominant force in produce packaging. Retailers, growers, and packhouses are continuing to move away from plastics in favour of recyclable, paper-based systems that deliver both protection and presentation.
This shift reflects a significant maturing of paper-based packaging technology, proving that brands can achieve the same functionality, strength, and shelf appeal – all while meeting growing sustainability requirements.
Driving Sustainable Innovation Through Collaboration
The partnership drew significant attention throughout the show, with visitors keen to see how Cullen’s proven fibre technology and Ravenwood’s linerless expertise combine to accelerate the shift away from plastic packaging. The response was overwhelmingly positive, sparking new discussions around joint trials, customer integration projects, and exciting opportunities to extend fibre-based applications across Europe.
Watch our products with the Ravenwood machine in action from the show floor
See how Cullen’s moulded fibre technology delivers sustainable protection and performance for Europe’s produce sector.
A Clear Opportunity Ahead
As we continue to innovate across our moulded fibre and corrugate divisions, the takeaway from Madrid is simple – the future of fresh produce packaging is fibre-based, efficient, and sustainable, and Cullen is ready to lead the way.
