Abstract: The present invention provides a plastic packaging for fresh fruit, vegetables and cut flowers. The film comprises 1 to 10% Activated Earth incorporated in polyethylene. The Activated Earth modifies the gas permeabilities of the film so that it interacts with the metabolic activity of the fresh produce modifying the atmosphere around it. It does this by modifying the permeability of the film to the various atmospheric gases. The Activated Earth is characterized by its predominantly porous aluminium/silicate composition, a pore diameter of 50,000 Angstroms, a specific surface of 0.6 m.sup.2 /gm and a specific gravity of 2.3.