Most of technological innovations in agro-food systems are created by "supporting industries", the group where packaging industries are inserted. This article presents the packaging innovations used in food industries, particularly, the active packaging. This paper deals with an adoption case of a degassing one-way valve, describing this innovation and its impacts in two coffee companies. This study can be classified as a documental, qualitative-descriptive and empirical research, using indirect documentation technique and case study analysis. According to this case, the valve made possible the diversification of the company product line and product quality improvement. There were no complications involving an additional cost to the customers. However, it has been observed that this additional cost from technology adoption makes difficult the diffusion of this valve in other similar products.