See-through cube crushes competition

The rigid, quick-rinse and functional package (complete with a handle) aims to change not only the way the company's grapes are contained and marketed, but the entire produce category.

"The overall goal is to deliver something that really furthered the category," says Tristan Kieva, the company's director of business development and marketing. "The grape category is a very strong category in the produce department, but in terms of innovation - there really hasn't been anything truly revolutionary introduced in this category for many years."

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