Individual shrink wrapping of fruits and vegetables provides several possible advantages including reduced loss of water, better appearance, improved retention of juice and freshness, less color change, and the extension of marketability time. The cost and relatively slow operational speeds of the packaging machinery is still a major detriment to the widespread use of this concept. However, there have been substan tial improvements to the machinery as described here. Marketing concepts should emphasize the above benefits rather than longer shelf life, since the last is not perceived favorably by the consumer or the retailer.
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