Velcro Companies Delivers an Innovative Packaging Closure Solution for Lundberg Family Farms Rice Varieties
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Lundberg Rice bag featuring Press-lok™ Closure 

VELCRO® Brand PRESS-LOK™ Closure Technology Provides a Simpler, Smarter and More Secure Consumer Experience

MANCHESTER, NH – September 18, 2012 – Velcro Companies, with its commitment to creating smart products, services and technologies wherever things can be connected, announced its partnership with Lundberg Family Farms. Velcro Companies is working with Lundberg Family Farms to integrate Velcro Companies’ new PRESS-LOK™ closure technology into new package designs for their organic and Eco-Farmed rice lines to help ensure a more secure customer experience. Lundberg Family Farms is the first U.S. food company to use this technology in their packaging.

Lundberg Family Farms worked with manufacturer, PEEL Plastics Products Ltd., a recognized leader in product and process innovation, to convert their existing lay-down packaging to a flat-bottom stand up pouch containing Velcro Companies’ PRESS-LOK™ closure. Having the new rice package standing upright on the shelf will give Lundberg greater brand presence and consistency in shelf-sets that are already accommodating other grain brands in stand-up pouch packages, as well as deliver on the needs of the consumer.

“Lundberg Family Farms is committed to producing the finest quality rice and rice products and it is our mission at Velcro Companies to create smart products, services and technologies that provide an amazing experience for our customers and their consumers,” said Jurjen Jacobs, Vice President of Global Marketing, Velcro Companies. “Our products benefit brands and consumers across a wide spectrum of industries and we are thrilled that the secure closure ensures our innovative PRESS-LOK™ fastening solution will be of great value to Lundberg Family Farms’ rice products and help further their customer satisfaction.”VELCRO® Brand PRESS-LOK™ Co-branding

 “Our customers have been asking us to add a reliable closure to our packaging, so we partnered with Velcro Industries, a trusted brand with more than 50 years of experience to find a solution,” said Grant Lundberg, CEO of Lundberg Family Farms. “With the PRESS-LOK™ closure, our customers will appreciate the ease and convenience of a re-sealable package.”

The VELCRO® Brand PRESS-LOK™ closure system is a proprietary hook-to-hook technology. The closure is a unique solution in the industry because it contains an easy alignment that allows the hooks to engage without precise line-up, securing closure with great burst strength to maintain the package integrity.

Consumers can find Lundberg’s new packaging at natural food stores and supermarkets nationwide beginning in the fall of 2012.



About Velcro Companies:

Velcro Companies is a technology-driven, global organization providing fastening solutions that solve problems in simple, elegant and surprising ways for businesses and consumers around the world. We have a heritage of innovation spanning more than 50 years and own over 400 active patents and numerous trademarks, including the VELCRO® trademark, which is registered throughout the world. We develop and deliver solutions for customers through an integrated production and service system that includes manufacturing locations in the United States, Canada, Mexico, Spain and China and sales offices around the world. To buy genuine VELCRO® brand products and to find out more about our company, visit

Note to editors:

At Velcro Companies, we are proud that VELCRO® brand products have become a part of everyday life, but that ubiquity sometimes produces confusion. The VELCRO® trademark should be used only when referring to genuine VELCRO® brand fasteners.  Non-VELCRO® brand products should be identified by their functional terms, such as “hook and loop,” “self-adhesive straps,” and so forth.  The VELCRO® mark should always be used as an adjective and never as a noun or a verb.  The term “Velcro Companies” should be used when referring to our company and its executives.

The proper use of the VELCRO® trademark assists us in safeguarding the integrity of the VELCRO® brand, and helps to protect consumers from products incorrectly sold as VELCRO® brand products.  For further information on the proper use of the VELCRO® trademark, please see the guidelines on our website. 


About Lundberg Family Farms
Since 1937, the Lundberg Family has been farming rice and producing rice products at their farms in the Sacramento Valley. Now led by its third generation, Lundberg Family Farms still uses organic and eco-positive farming practices to produce wholesome, healthful rice products while protecting and improving the environment for future generations.  For more information, visit or follow us on Facebook, Pinterest and Twitter (@lundbergfarms).  


About PEEL Plastics Products Ltd.
For over 30 years, Peel Plastics Products Ltd. has been a recognized leader in flexible packaging solutions and process innovation. We create custom packaging solutions to complement your brand. As a responsive supply partner, our products are customized to provide solutions that are unique, industry relevant and brand specific. Peel is committed to being the most responsive supply partner, a recognized leader in product and process innovation, and the overall best value provider of flexible packaging materials. We house all of our print, lamination and converting capabilities in one location, which gives us a clear advantage at meeting otherwise challenging deadlines. For more information visit and learn how we can help bring packaging innovation to your brand.


For further information, please contact:

Chris Lerra
Business Development Manager
Velcro Americas

(603) 222-4802 – office


Greg Winter
Senior Vice President
Fleishman Hillard

(617) 692-0539 – office
(617) 213-0145 – mobile


Mysty Stewart for Lundberg Family Farms
Senior Account Manager
MacKenzie Agency
(707) 545-3280     


Arnoud Prins
Business Development Manager
Peel Plastic Products Limited
(905) 456-4057 - office