Control the ripening of your avocados during transit and reduce serious defects by 40%

Extend product shelf life, maximise prices and ensure great quality for your customers

It’s Fresh! Ethylene Control delivers the very best from your crop, improving customer satisfaction and building your reputation as a superior grower.

Open up new, more distant, markets and create the time-flexibility to achieve the best possible price.
  • Optimise the quality of your avocados, perfecting the consumer experience
  • Ensure the maximum amount of produce arrives in market ready for sale
  • Ease supply issues for wholesale customers and consumers
  • Select the markets that offer the very best return on your crop type
Consumer and hospitality industry demand for avocados has never been greater in markets worldwide. Growth is predicted to continue, particularly in the Americas, Europe and SE Asia, as the health benefits of the fruit become more widely recognised.

Accessing these markets demands precise timing of harvest and reliable transport channels to ensure that the product arrives in market in perfect condition – with a smoother, creamier texture and richer, more buttery flavour.

Avocado’s fickle ripening characteristics make this challenge even greater, which is where It’s Fresh! Ethylene Control delivers the biggest advantage, giving you control of how quickly the fruit matures, while retaining the great taste.

It’s Fresh! Ethylene Control does all of this naturally and without coating or changing the fruit in any way, meaning it’s even suitable for certified organic produce.

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.

Start now and get your free custom report.
Get started now

Control ethylene for optimal shelf life

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 vegetable 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
ethylene molecule avocado

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:

CONSULT

Your specific varieties, conditions and requirements are understood

DIAGNOSE

Using sophisticated diagnostic tools, your crop is tested to determine the characteristics of the produce

PRESCRIBE

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

REFINE

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.

Start now and get your free custom report.
Get started now

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
Romy Meyer
Commercial Manager at Exportaciones Meyer, LTDA

Use of It’s Fresh! Ethylene Control reduced incidents of serious defects by 40%

Independent tests on New Zealand avocados prove the benefits of using It’s Fresh! Ethylene Control

New Zealand produces some of the best export avocado fruit in the world and has experienced growing demand in SE Asian marketplaces.

Distributing fresh produce to these markets can be extremely challenging due to the distances involved from New Zealand’s ports. Reliability of vessels has also been less than ideal making transport times highly variable.

In a recent trial, It’s Fresh! Ethylene Control was tested against the more traditional potassium permanganate sachets with Hass avocados in 5kg lined and covered trays.

The differences were stark: the amount of serious defects were reduced by 40% with It’s Fresh! Ethylene Control, minor defects by 30%, and the higher quality and greater shelf life of the fruit allowed significantly higher prices to be charged, delivering better returns for growers and a longer post-purchase life for consumers.

Controls the ripening of avocados during transit and reduces serious defects by 40%
Avocados with serious defects per box on arrival

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?

Absolutely.

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 avocado crop via our new generation ethylene controller.

An It's Fresh! expert will contact you within 24 hours to discuss your requirements and how we can help you optimise your yield.

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