Control the quality of your strawberries post harvest and significantly reduce defects

Maximise the returns on your fruit crop by accessing new markets and delivering a quality product

Crops like strawberries require careful management once harvested due to their fragile and highly perishable nature. 

Delivering them to market in absolutely peak condition is essential.

It’s Fresh! Ethylene Control can help to achieve this, reducing waste, even for certified organic crops.
  • Deliver higher quality produce to your markets and end consumers
  • Reduce the number of punnets with rotting or moulds
  • Achieve enhanced prices and improve overall financial returns
  • Access new customers further away from saturated markets by enabling longer transit times
enjoying strawberries
The entire berry sector continues to enjoy major growth, with strawberries playing a key role in this expansion. 

But, with the fruit being particularly susceptible to certain pathogens and rotting, transport and storage can be a challenge.

Controlling, rather than eliminating, the presence of ethylene in the fruit’s environment can help to prevent over-ripening and maintain the fruit’s natural protection against decay.

It’s Fresh! Ethylene Control achieves this with technology that doesn’t coat the fruit or alter it in any way, delivering a great eating experience. 

The It’s Fresh! technology fits easily into any type of packaging, meaning no investment is required in new machinery or processes.


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 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:

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! 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! 
Cherry case study

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 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.
Enquiry Risk Assessment (#4)

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