About Us

Our mission is to be a world leader in innovative technologies that extend the freshness and quality of fresh food and flowers. We strive to make fresh produce safer, more available and affordable, reducing global food waste in an ethical and sustainable way.
It’s Fresh! is a food technology business that helps the entire food supply chain to extend the shelf-life of fresh fruit and vegetables, to reduce waste and optimise produce quality.

In our work with growers, distributors, wholesalers and retailers we aim to reduce waste and improve food security, safety and affordability for communities around the world.
We achieve this through innovation and transformative products that use sustainable and recycled materials to reduce our own, and our customers, impact on the environment.

We understand the growing challenges facing the global food industry, and work with our partners to develop solutions to the real-world problems of food production and availability, in an ethically sound and financially efficient way.

Meet the Leadership Team

rob ward

Rob Ward

Rob has a proven track record in creating, scaling and exiting agriculture, food and technology businesses. Rob is CEO of It’s Fresh! 

Rob is building on the past successes of It’s Fresh! and leading the business forward to its next stage of rapid growth.

Justin Creasy

Technical Director
Justin is an accomplished industry professional with over 25 years of experience in the fresh produce industry, 20 years of which as a Technical Director.

Before joining It's Fresh! in 2018 Justin worked at Wealmoor and Barfoots of Botley, as a Technical Director.

Jon Barfoot

Sales Director
Jon joined the It's Fresh! team in May 2022 as Sales Director. He brings 20 years of international food and produce industry experience. 

Jon has training in retail category management and experience of start-up food brands, both as a consultant for Unilever and with his own plant-based ventures.

Adam Edkins

Operations Director
Adam has been with It’s Fresh! for over 11 years, starting as Technical Manager and progressing to his current position as Operations Director. 

Adam holds a wealth of knowledge on packaging materials, coating and printing processes, as well as an in depth understanding of FCM legislation. His background and experience have been invaluable in the development of our technologies and their deployment in marketable delivery systems.

Simon Hollingsworth

Finance Director
Simon is a business leader with over 20 years of experience in the technology sector. 

He has a proven track record of driving growth and profitability in both public and private companies, and has extensive experience in fund raising, M&A and post-acquisition integration. 

He has recently joined It's Fresh! to head the finance team.

Full Bio


Graham Ellis

Partner - Agri-FoodTech Venture Capital at Praesidium
Graham is an internationally experienced manager who has spent the majority of his career driving the commercialisation of new technologies and products in the areas of human nutrition, animal feed, aquaculture, renewable fuels and chemicals. 
Adam Anders

Adam Anders

Managing Partner of Anterra Capital
Adam is the Managing Partner of Anterra Capital, an independent growth capital fund which invests in fast-growing companies, that transform the way we produce, move and consume food.


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© Copyright 2022 It's Fresh Limited - All Rights Reserved. It's Fresh! is a registered trademark of It's Fresh Limited.
It's Fresh Limited is registered in England & Wales, registered office: 19D Cobbett Road, Burntwood Business Park, Burntwood WS7 3GL United Kingdom, trading as It's Fresh!

CRN: 06660765
VAT number GB 237256893
It's Fresh! is a registered trademark of It's Fresh Limited