Whilst openly encouraging the firm's objective of promoting fruit consumption, MP Nandor Tanczos told local press that selling the product in plastic packaging would only serve to create unnecessary waste.

This issue is likely to increase pressure on New Zealand food companies to turn to more sustainable forms of packaging in order to meet an industry based accord on reducing packaging waste.

In 2004 for example, a number of food companies operating in New Zealand including McDonald's, Coca-Cola, as well as a number of leading retailers, signed up to a five year plan to reduce packaging waste.

Through the New Zealand Packaging Accord 2004, the industry aims over a five year period to reduce the amount of packaging being stored in landfills, through increased use of sustainable materials and recycling measures.

Despite criticisms that Fresh Edge was going against an industry shift in reducing packaging production, the company is positive about its strategy for fruit packaging.

It said it had chosen to adopt plastic packaging for its 80 gram apple slice portions as a means of increasing the convenience of fruit for consumers, whilst also maintaining freshness.

In a statement last year, the head of one of the country's leading food packagers hit out at criticism of the industry, stressing packagers were playing their part in reducing the country's waste.

"Few I am sure, would be aware that nationally, packaging waste accounts for only about 4% of the total waste stream," said Keith McCracken, managing director of Tetra Pak New Zealand.

"The packaging industry, under the terms of the voluntary accord are currently working to reducing that figure of 4%. Packaging is not the real problem in this equation."

Tanczos sees this as little justification to sell fruit in plastic packaging, adding that he fails to believe consumers were too lazy to peel and slice an apple themselves.