Sirane's Middle Eastern promise following expansion

A NEW Middle Eastern office alongside manufacturing capability in Turkey should see Sirane's sales grow significantly in the region.

Sirane is heading for Gulfood in Dubai to build on the company’s growing presence, following the opening of Sirane Middle Eastern and Sirane Turkey in the last six months.

The company made an exploratory visit to the show last year, and is returning again as part of the United Kingdom exhibition. Sirane’s Middle Eastern offices are there to take care of all the import/export regulations in the Gulf, making trade in the region easy.

The offices of Sirane Middle East are on the Jebel Ali Free Zone in Dubai. As well as sales, it is a co-ordination hub, handling sales, logistics, licences and permits.

Jeremy Haydn-Davies, sales director for food packaging, said: “We see the Middle East as a key growth area for Sirane, and now that we have our dedicated offices in Dubai and manufacturing capability in Turkey, we can really look for strong growth in the region.

“We’ll be taking our full product range, from absorbent meat pads to innovative cooking bags, shelf-life extending bags to susceptors, to launch them into the Gulf markets.

”We’ve some new innovations on show, including the ‘bubble pad’ for soft-fruit – a new absorbent pad which offers cushioning and absorbency, giving maximum protection.

“The Dri-FreshTM Soft-HoldTM pad was very well received at Fruit Logistica earlier this month.”

Gulfood – held at the Dubai World Trade Centre - will see nearly 4,000 exhibitors and 100 international pavilions, in more than 100,000 square metres of exhibition space.

Sirane is the leading packaging development-to-manufacture company in Europe, with a high level of expertise in food packaging areas including shelf-life and absorbency.

Sirane Turkey’s premises are based in a purpose-built site in the Antalya Organised Zone at Döşemealtı. Sirane Turkey’s operation will eventually replicate that of the UK, offering not only manufacturing but a high level of design and innovation.

Gulfood is held in Dubai from February 25th to 28th. Email or call +44 1952 230055 for an appointment. Sirane is in Concourse 2, Stand CC7-6.

Sirane is a highly innovative packaging product development-to-manufacture company based in Telford, Shropshire. It has four divisions: food packaging; medical and healthcare; industrial and horticultural. Specialisms include absorbency and cooking bags.

Sirane Middle East can be found at Techno Park Block A, First Floor Office 123, PO Box 262285, Jebel Ali, Dubai, United Arab Emirates. Call +971 (0) 4 8806341. The regional manager for the Middle East is Farzan Mirshamsi – email

'Soft fruit bubble pad' causes a stir at Fruit Logistica

Sirane's new 'bubble pad' is perfect for soft fruit

An innovation in soft-fruit packaging proved to be a huge draw at Fruit Logistica as the Berlin trade show proved to be a huge success for Sirane once again.

The launch of Dri-fresh Resolve ‘Soft-hold’ fruit cushioning pads was the highlight of the show. These ‘absorbent bubble pads’ combine the cushioning and protective properties of bubble films with effective absorbency, high permeability and excellent presentation.

“Fully compostable and available in various colours and sizes, Dri-fresh Resolve ‘Soft-hold’ is the perfect product for soft fruit protection,” said Jeremy Haydn-Davies, sales director. “Like all Dri-fresh Resolve pads, Soft-hold is available with integrated ethylene absorbing and anti-fungal properties for extending shelf-life in all applications.

MD Simon Balderson said: “We presented our new products and technologies for extending the shelf life of fresh fruit and vegetables and we were overwhelmed by the response.

“Many visitors to our stand had already trialled these products or heard about the extra-ordinary results achieved in trials and commercial applications around the world.

“They understood that the new products we have developed represent a step-change in shelf life potential and appreciated the value provided by such shelf life. As a result, we were inundated with growers aiming to cut costs and improve quality, exporters aiming to access new markets and reduce shipping costs and retailers aiming to reduce food waste.”

Sira-flex Resolve films – Sirane’s incredible shelf-life extending film for fresh produce – also had visitors flocking to the stand. These films have now been available commercially for the last 12 months and they have been proven to extend shelf life for all fruit and vegetables beyond that achieved with any other packaging technology.

Mr Balderson added: “We are supplying to customers all around the world in every part of the produce industry and the business is growing very quickly.

“It was gratifying to speak to satisfied customers at the show as well as initiate business with new customers who will achieve considerable benefits from using these films.”

Fresh produce packaging for the world was the message Sirane sent out at the show. A life-size map of the world – created entirely out of fruit and vegetables – formed the centrepiece of the stand, reinforcing the message that Sirane is thinking global.

Sirane is the already the leading packaging development-to-manufacture company in Europe, with a high level of expertise in areas including shelf-life and absorbency.

Jeremy Haydn-Davies, sales director, said: “Fresh produce packaging for the world was the message we wanted to get across. It doesn’t matter where you’re based in the world, or what your packaging needs are, Sirane can help. We can help improve fruit or vegetable presentation, extend shelf-life and add significant value to the products.”

For more information on any of the Sirane products for fruit, visit

  • Award-winning plastic-free packaging solution, the Earthpouch

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  • NEW: Packs for crisping bacon in the microwave - Sira-Cook Crispy Bacon Packs

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  • Thermally-insulated bags - Sira-Therm

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  • Oven/BBQ cooking bags - Sira-Cook Supreme

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  • Absorbent meat pads - Dri-Fresh

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  • Absorbent pads for fresh fruit - Dri-Fresh Fresh-Hold

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  • Oven/microwave steam-cooking bags - Sira-Cook Self-Seal

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  • Dividers for better food presentation - Sira-Form non-ovenable boards

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  • Pouches for food packaging - retort pouches

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  • Absorbent pads for wet-cheeses - Dri-Fresh Fresh-Hold

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  • Deli-bags for keeping food fresh - Sira-Flex Deli-Bags

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  • Multi-compartment microwave steam-cooking bags - Sira-Cook Smart-Release

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  • Pouches for food packaging - flat and side-gusset pouches

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  • Nylon oven-roasting bags and films - Sira-Cook Siralon

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  • Absorbent fish/seafood crate liners - Dri-Fresh Sea-Fresh SP

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  • Absorbent oven-grill liners - Dri-Fresh Fat-Traps

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  • Thinking-Cooking - Sirane's own retail range

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  • Susceptor can be made into boxes for crisping products such as paninis in a microwave - Sira-Crisp Boards & Sleeves

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    Sirane's divisions - food packaging, medical, horticultural and industrial

    Sirane Ltd. Stafford Park 6, Telford, Shropshire, TF3 3AT. Telephone +44 (0)1952 230055