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About It's Fresh

We're a UK-based Agri-Food Tech company solving the fresh produce ethylene problem … in a much more sustainable way. Based in Staffordshire, we're commercializing innovative solutions for the post-harvest and retail sectors. Addressing the impacts of ethylene in a fundamentally new way, our products can extend all the way to consumers’ homes. While there are many factors affecting the quality and shelf-life of fresh produce—things like agronomy best practice, harvesting approaches and post-harvest conditions on temperature, humidity, microbial controls, and time in transit—the management of the plant hormone ethylene is perhaps the most crucial. Without ethylene management, the extensive efforts on those other factors is effectively wasted; with it, and the produce is protected, reducing its stress and extending its life. Unlike other solutions, the It’s Fresh technology does not interfere with the natural pathways, or cover the produce with coatings. Instead, it manages and adsorbs ethylene, allowing the produce to develop naturally, albeit at a slower rate. This means produce protected with It’s Fresh simply tastes and smells better. We have now launched our second-generation technology (Active) with up to 10x the efficacy of our first generation. With ethylene-control products that are both customisable and seamlessly integrable, we support better returns for growers and retailers, and ultimately better eating outcomes for consumers, reducing waste across the supply chain at the same time.

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