Increase the in-store shelf life of prepared fruit by an extra day and dramatically cut wastage

Naturally control the maturation of highly perishable cut fruit to improve quality and consumer eating experience

Fruit freshly prepared in store attracts a significant premium over un-cut fruit and delivers great convenience to customers. 

It’s Fresh! Ethylene Control regulates the rate at which prepared fruit matures, giving higher quality and an extended suitable for sale period.
  • Better manage prepared fruit stocks and improve availability
  • Significantly increase saleable packs and reduce in-store wastage
  • Increase the post-sale freshness time to deliver better experience to consumers
  • Suitable for use with organic produce
Ready to eat fresh fruit
Prepared fruit provides consumers with the option to eat a wider variety of fruit, and in different contexts, such as workplace or school lunches. This convenience means it commands a significantly higher price than whole fruit.

The key issue with the product is that it deteriorates far more quickly than whole fruit, and this can cause issues for both the retailer in terms of supply and freshness for the consumer.

It’s Fresh! Ethylene Control can be placed directly into consumer packaging to manage the levels of ethylene present and control how quickly the prepared fruit matures and eventually spoils. 

It does this without altering the fruit in any way or adding chemicals or coatings.

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 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 Controller:

  • 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
  • Maintain visual appeal
  • Reduce loss and unnecessary waste
  • Maintain a reputation for quality
Prepared fruit salad in transparent packaging
Deliver a great-tasting product to your customer
Prepared fruit salad in transparent packaging
  • A superior eating experience
  • Drive customer satisfaction and your reputation for quality by consistently delivering superior quality products
Benefit your bottom line
Prepared fruit salad in transparent packaging
  • Obtain the flexibility to hold fruit quality for longer
  • Generate repeat business and increased sales due to a great customer experience

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


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.

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

Increase prepared fruit shelf life by an extra day and significantly reduce waste

Results proven in independent trials

A US grocery retailer was seeking to improve the quality of its prepared fruit offering to consumers and reduce the amount of wasted food from the category.

Its existing three-day shelf life for consumer packs was highly restrictive, and research suggested that only 31% of packs on day three were classified as ‘would buy’ by consumers.

It’s Fresh! Ethylene Control was placed directly into the retail containers, with the result that the shelf life increased by an extra day and the proportion of packs classified as ‘would buy’ by consumers more than doubled to 69%.

Shelf life on day 3 - Average of all fresh cut fruit

Use of It's Fresh! drastically increases the number of packs scored as "would buy" and eliminates all "would not buy"

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 prepared fruit 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.
Enquiry Risk Assessment (#4)

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