"Innovation in protection" is the new quality standard for leading packaging companies for food products specially fruits and vegetables. Over and beyond withstanding humidity and being irresistible at the point-of-sale, a package for frozen food must meet many other objectives: cost reduction, enhanced logistics and complete product safety. Picture of ovenable pack is the example of new revolution being brought about. A market for Rs. 3000 crores for corrugated fiber board cartons for fruits and vegetables is estimated. Presently less than half of this being served through unorganised sector and poor quality boxes. A good CFB box means reduction of 5% transit losses, thereby the cost being paid for itself through better realisation and customer satisfaction is a bonus. Some of the leading international companies entering India in this space include International Paper, Mondi and Mead West Waco or MWV. Recently MWV entered into a joint venture with Wadco Packing Co. Pune to form MWV Wadco.