As part of New Zealand’s (NZ) new campaign ‘Food in the Nude’, plastic packaging in fruits and vegetables will be discarded.

The New Zealand Plastic Packaging Declaration was signed by Foodstuffs, a NZ owned and operated organization whose aim is to make all stores’ packaging be 100% reusable, recyclable and compostable by 2025.

According to NZ Herald report, there was a 300 percent increase in sales of vegetables and fruits after some supermarkets abandoned the use of plastic packaging.

Store owner Nigel Bond shared his early memory of going to a fruit seller with his dad and smelling the citrus scent in fruits and spring onions. He believed that wrapping products in plastic deprives people this kind of experience.

He also explained that in his 30 years in the supermarket industry, a change like this has resulted in the most positive feedback he has ever received.

A misting process which controls the humidity and temperature combined with the new refrigeration shelving system, helps keep fruits and vegetables fresh. Aside from that, studies have shown that misted produce doesn’t only look good, they also retain their color and texture and contain a larger amount of vitamins.

Bond revealed that some products like berries, grapes, and some tomatoes are still packed using plastics, while some products are packed using recyclable materials.