"Check Quality at a Glance"... Lotte Mart Launches 'Label-Free Seolhyang Strawberries'

Complete Label Removal for Simplified Packaging
Expansion of Smart Farm Strawberries and Supply of High-Quality Strawberries

On November 14, Lotte Mart announced the launch of its 'Label-Free Seolhyang Strawberries (500g, domestically produced).'

At the agricultural produce stand of Lotte Mart Zeta Plex Jamsil Branch located in Songpa-gu, Seoul, Shin Hansol (left), MD of the Fruit Team, and Lee Gyuwon, MD, are promoting 'Label-Free Seolhyang Strawberries.' Provided by Lotte Mart.

This product is characterized by the complete removal of external labels attached to the packaging, minimizing waste generation and improving the efficiency of recycling. Confident in the product’s quality, Lotte Mart designed the strawberries to be arranged in a single layer within a transparent tray, allowing customers to check the overall quality at a glance without any parts being obscured by labels or other strawberries.

This is more than just a simple product expansion; it is a symbolic initiative reflecting a commitment to ESG practices. By introducing label-free packaging for a flagship product, Lotte Mart aims to maximize the tangible effects and influence of recycling, while strengthening a sustainable distribution structure.

Since last year, Lotte Mart has collaborated with strawberry farms and packaging manufacturers to develop a label-free, dedicated recycled tray. By using 50% recycled PET as raw material, Lotte Mart expects to replace half of the annual packaging material-about 100 tons based on current sales volume-with recycled materials, thereby reducing new plastic usage by approximately 50 tons. Essential information such as weight and origin is embossed directly onto the pack, allowing customers to easily check product details without a label.

Label-Free Seolhyang Strawberries will be sold at 16,990 won per pack at 30 Lotte Mart stores, including Zeta Plex Seoul Station and Zeta Plex Jamsil branches, and will be expanded to stores nationwide within the year.

Lotte Mart is also actively working to improve strawberry quality. The company continues to increase the proportion of 'single-layer strawberries,' which allow customers to directly inspect the entire quality of the product. By avoiding stacking the strawberries in layers, Lotte Mart minimizes bruising and maintains freshness, while also completely eliminating the practice of hiding smaller or lower-quality strawberries inside the pack, thereby enhancing both product reliability and customer satisfaction. The proportion of 'single-layer strawberries' has increased from about 20% five years ago to over 75% this year, and Lotte Mart plans to continue expanding this ratio.

Lotte Mart is also expanding its 'Smart Farm Strawberries.' In response to the climate crisis, Lotte Mart has been introducing and operating smart farm strawberries since 2021. By utilizing an ICT-based cultivation system that automatically controls temperature, humidity, and nutrient solutions, the company is able to provide customers with ultra-fresh produce of consistent quality, unaffected by climate change.

Based on stable quality and supply, sales of this product have more than doubled each year. Last year, Lotte Super also began selling smart farm strawberries, and for this strawberry season, Lotte Mart and Lotte Super plan to double the total volume of smart farm strawberries compared to the previous year.

Shin Hansol, MD of the Fruit Team at Lotte Mart and Lotte Super, said, "Label-free strawberries are a product that practices value consumption by minimizing packaging," adding, "We will continue to expand products that reduce environmental impact and further strengthen sustainable fresh produce distribution."

This content was produced with the assistance of AI translation services.