Enhance the shelf life and quality of broccoli even outside of temperature-controlled storage

Control the maturation of your produce to maximise quality and value

While strides have been made in extending the shelf life of broccoli in transit and storage, it has retained its tendency to discolour and decay if not temperature controlled. 

It’s Fresh! Ethylene Control helps to control these processes to optimise the quality of the produce.

  • Increase shelf life significantly while retaining an excellent consumer eating experience
  • Reduce wastage in transit to maximise the yield from your crop
  • Enhance your reputation as a supplier of high-quality produce
  • Suitable for use with certified organic crops
Agronomist holding head of green broccoli outdoors
Tenderstem broccoli has enjoyed continuous growth in recent years, with 2021 seeing sales increase by nearly 50%. Much of this growth has been due to increased availability in stores, as growers have switched to MAP bag solutions for transit and storage.

This has resulted in increased shelf life from 3 to 5 days but also increased issues related to ethylene gas, such as yellowing and decay.

It’s Fresh! Ethylene Control can be used in conjunction with MAP bags to effectively manage exposure to ethylene gas and resolve these issues, delivering a higher quality product.


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 produce or change it in any way

How It’s Fresh! can support your business

Improve shelf life and quality
  • Better post-harvest quality of vegetables
  • 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
  • Drive customer satisfaction and your reputation for quality by consistently delivering superior quality products
Peace of mind
  • Control maturation 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 vegetable quality for longer
  • Give wholesale markets more time to sell produce at a better price

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

It’s Fresh! Ethylene Control treated packs have 2 days longer shelf-life

Results proven in independent trials

In trials using Tenderstem broccoli from Spanish growers, MAP bag packaged produce was tested both with and without It’s Fresh! Ethylene Control.

The It’s Fresh! Ethylene Control equipped MAP bags delivered broccoli that showed no signs of deterioration for two or more days longer than the bags without, increasing shelf life and enhancing the home life of the product.

Packs with It's Fresh! Ethylene Control lasted for two or more days longer without deterioration
Number of stems with defects in packs is reduced with It's Fresh! Ethylene Control

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 broccoli 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.

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