Ethylene is a growth hormone which all plants need. It plays an essential role in ripening, protection against pathogens, and the development of aromas and flavours in fruit and vegetables.
By controlling ethylene, you can slow the rate the fruit matures in a deliberate way, that still allows it to ripen as it would naturally - just over a longer time frame.
It’s Fresh! provides patented technology scientifically proven to deliver extended ripening and reduce waste, while retaining the natural great taste.
It’s Fresh! Ethylene Control:
Is a clean technology – suitable for use in organic production
Can be applied through the whole supply chain
Is safe and easy to use. It requires no special handling, removal, or disposal
Doesn’t coat the fruit or change it in any way
How It’s Fresh! can support your business
Improve shelf life and quality
Better post-harvest quality of fruit
Maintain visual appeal
Reduce production loss and unnecessary waste
Maintain a reputation for quality
Grow your market
Gain access to new markets by extending the life of produce, allowing for longer transits
Ship further inland and reduce reliance on the more saturated markets at the main port areas
Deliver a great-tasting product to your customer
A superior eating experience with a taste equivalent to tree-ripened fruits
Drive customer satisfaction and your reputation for quality by consistently delivering superior quality products
Peace of mind
Control fruit ripening in a way that doesn’t stop or risk maxing out
Know that with It’s Fresh! Ethylene Control, your crop will cope with any delays and arrive at its destination in the best possible condition
Driven by science
Get the best results without over-spending via our sophisticated diagnostics
Determine the exact level of control required for your specific crop and transit routes
Benefit your bottom line
Obtain the flexibility to hold fruit quality for longer
Give wholesale markets more time to sell fruit at a better price
Let us help you reduce your waste
When you choose It’s Fresh! technology to safeguard your crop, you benefit from our years of research, experience, and sophisticated diagnostics, which means we can precisely ‘prescribe’ the technology required to suit your specific produce, transit routes and customer requirements.
We work with you to get your crop to market in the best possible condition, generating maximum value, using our five-step process:
Your specific varieties, conditions and requirements are understood
Using sophisticated diagnostic tools, your crop is tested to determine the characteristics of the produce
Your transit technology is specified to result in the shipment arriving in optimal condition. This is determined based on the diagnostics for your specific crop and transit route
ANALYSE & MONITOR
We review your actual crop results and performance
We further refine the technology specification based on actual outcomes to continually improve your results over time
Get your free ethylene risk assessment
Take control of your waste and improve your profit margin. Find out how with a no-obligation, risk assessment.
What people say about It's Fresh! Ethylene Control
It’s Fresh! gave us extra days, allowing us to hold the fruit, waiting for a better price at the market
Commercial Manager at Exportaciones Meyer, LTDA
Use of It’s Fresh! reduced the incidence of severe defects by 45% over a 40 day transit, from Chile to Shanghai via Hong Kong
Results proven in independent trials
Chilean growers have invested heavily in the development of China’s biggest fruit import market and now deliver in excess of 20,000 sea containers of fresh cherries every season for the Chinese New Year.
Due to the large volumes of produce being transported at this time, it is often exposed to greater delays which can cause issues with quality when arriving at market.
During independent trials in 2022, Lapin cherries were transported loose in 5kg MAP bags with and without It’s Fresh Ethylene Controller.
The bags spent 40 days in transit with the result that those cherries packaged with It’s Fresh had a 45% lower incidence of severe defects than those packaged without.
Percentage of fruit displaying quality defects
Cherries packaged with It’s Fresh! had 45% fewer defects!
Frequently Asked Questions
How do I get started?
You'll begin by talking with one of our technical experts who will ask some questions, and collect information about your crops, customers and goals.
They run smart diagnostics to help you decide on the best solution for your business. You'll understand what you can do to achieve the highest possible return on investment.
Why do I need an ethylene controller?
To understand the value of an ethylene controller, it is necessary to understand how ethylene affects fruit and vegetable ripening. As fruits and vegetables mature, they go through a series of changes in color, texture, and flavour.
These changes are part of the process of ripening, which is essential for the development of eating quality.
Ethylene is a plant hormone that plays a central role in crop ripening. As fruits and vegetables mature, they produce increasing amounts of ethylene. The ethylene then acts on the produce to bring about the changes associated with ripening.
One of the most important benefits of using an ethylene controller is the slowing of ethylene during transit and storage. By reducing ethylene, the ripening process is slowed down and fruit and vegetables can be kept in storage for a longer period without becoming overripe. This is important because it allows the product to be shipped further distances and arrive in better condition.
Is it safe to use?
Yes, it is.
Unlike some other products on the market, which use 1-MCP or potassium permanganate, which are not approved for use on organic fruit and vegetables and can be hazardous to use.
It's Fresh! Ethylene Control is food safe and suitable for use in organic production.
It does not coat or change the product in any way.
Can you prove it works?
We work with scientists at universities in multiple countries - in particular the world-leading experts at the University of Greenwich, Natural Resources Institute, and Cranfield University, Plant Science Laboratory.
We operate a diagnostics lab at which our technical experts run continual testing via gas analysis, resistance guage, and sophisticated visual analysis.
These are further validated by real-world test results. Our technical team are happy to discuss your potential results and run some diagnostics for you.
Get In Touch
Contact us about extending the shelf life of your strawberry crop via our new generation ethylene controller.
An It's Fresh! expert will contact you within 24 hours to discuss your transit or storage requirements and how we can help you optimise your yield.
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