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Applying E-mark in the Australian Berry Industry: What Good Practice Looks Like
E-mark is becoming a more common topic across fresh produce, and the berry industry is increasingly part of that conversation. The industry is asking more questions around identification, weight accuracy and transparency, sustainability teams are exploring alternatives, and growers are being asked to demonstrate how they’re approaching E-mark, not just as an idea, but in real packhouse environments.
At the same time, berries remain one of the most delicate categories in fresh produce. Thin skins, short shelf life and high visual expectations leave very little room for error. That’s why, when it comes to E-mark in berries, the conversation needs to be careful, practical and grounded in how packhouses actually operate.
This isn’t about positioning E-mark as a universal solution or rushing growers into implementation. It’s about understanding what good practice looks like when E-mark is considered responsibly, particularly as the industry expectations continue to evolve.
One of the biggest challenges in the berry category is that what works in other produce categories doesn’t automatically translate. Strawberries, blueberries, raspberries and blackberries all behave differently, and even within the same berry type, outcomes can vary depending on variety, maturity, temperature, handling and line speed. Small changes in handling can have a big impact, especially when fruit is moving quickly through a packhouse.
Because of this, E-mark in berries requires a product specific and application specific approach. There is no “one size fits all” answer, and assuming there is often leads to problems later on.
In practice, good outcomes depend far less on the idea of E-mark itself and far more on how it is applied. Factors such as placement, consistency, speed and control all influence results. Any approach also needs to integrate into existing packhouse workflows without disrupting throughput, handling or quality processes. If it doesn’t work with the operation, it won’t be sustainable long term.
Quality teams play a critical role here and should be involved early. Defining what is acceptable – visually and from a shelf life perspective – upfront helps avoid rework, uncertainty and internal misalignment later. Testing is also essential. It allows growers and packers to understand limitations, refine setup and learn under real conditions, without putting fruit quality or brand reputation at risk. Good practice is about reducing uncertainty, not pushing boundaries.
The application method itself is another critical consideration. In real packhouse environments, different marking approaches behave very differently. Methods such as continuous inkjet (CIJ), thermal inkjet (TIJ), thermal transfer (TTO) and laser all have their own characteristics, advantages and constraints. The right option depends on factors like line speed, fruit movement, environmental conditions and the specific objectives of the operation.
Choosing an application method without understanding how it interacts with berries under real operating conditions is where many issues begin. In this context, the method matters just as much as the intention.
As interest in E-mark grows, often driven by the industry direction, a few common mistakes continue to surface. These include assuming all berries behave the same, skipping testing and moving straight to implementation, over application or inconsistent setup, involving quality teams too late, and expecting immediate scalability without refinement. Most of these challenges aren’t technology problems; they’re approach problems.
This is why testing and packhouse assessments are so important. They give growers and packers the opportunity to see what actually happens on their own lines, with their own fruit, under their own conditions. They also help align operations, quality and management teams around realistic expectations, something the industry increasingly value when discussing E-mark readiness.
E-mark can be applied to berries, but success depends on good practice, correct setup and a clear understanding of limitations. Industry expectations are shifting, and growers are right to approach this carefully. The most effective path forward isn’t driven by hype or pressure, but by measured evaluation and informed decision making.
Understanding what good practice looks like gives growers confidence to explore E-mark responsibly, using the most suitable application method – whether CIJ, TIJ, TTO or laser, without compromising fruit quality, brand trust or long term outcomes.
For growers starting to explore E-mark, understanding the practical realities of application is often the first step. More information on marking technologies used in fresh produce, including CIJ, TIJ, TTO and laser, is available on our website.