Control Ethylene From Production To Consumption

Explore the products that can help you reduce waste, extend shelf-life, and enhance the eating experience of high-value fresh produce

It's Fresh! Ethylene Control technology is available in various forms that provide protection for fresh produce throughout the supply chain.

Helping to reduce waste and optimise your financial returns, your produce can benefit from It's Fresh! Ethylene Control technology from the time of harvest, to the point it is enjoyed by the consumer.

Read more about the product range below.
plums with ethylene controller

Harvest Control

It's Fresh! Ethylene Control is available as a storage cover to begin rapid ethylene removal at the point of harvest.

It's Fresh! Harvest Control will typically reduce packhouse waste by 33%.
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Storage Control

Surplus production can often be difficult to store, yet selling surplus produce early often results in reduced prices.

In the form of a controller placed in a storage case, or applied in film lining a storage case, our products allow for extended storage time, while maintaining the optimum eating experience.

Providing you with the peace of mind that ethylene levels in and around your fresh produce are being controlled. And allowing you the flexibility to deliver fruit and vegetables to market at the optimum time.

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grapes with ethylene controller

Transit Control

Global supply and demand patterns for fresh produce are resulting in increasingly long transit times. With already long transit times subject to delays (and seeing a worsening trend).

Add to this, the difficulty in ensuring your produce has the correct and consistent atmospheric conditions due to container variability.

Unsurprisingly, all of this results in significant food waste.

Use It's Fresh! throughout your crop transit, no matter the method of transport, to deliver a higher quality product and reduce your waste.
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shipping containers

Retail Control

At the point of sale, fresh produce has a short shelf-life. Even for highly perishable products such as ready-cut fruit, It's Fresh! Ethylene Control has demonstrated notable improvements in shelf-life and reductions in waste.

Available as a pad for use in the bottom of prepared fruit punnets or clamshells, or as a film used in retail packaging, our Retail Control product delivers an impressive return on investment for our retail clients.

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Ready to eat fresh fruit

Home Control

Safe and simple to use, It's Fresh! Home Control gives consumers the ability to extend fresh produce shelf life and decrease food waste.

The controller is simply placed directly into a fruit bowl or alongside produce in the fridge.

This simple solution uses sophisticated technology to improve the consumer eating experience with longer at-home freshness.
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How does the new generation It’s Fresh! Ethylene Control work?

It’s Fresh! Ethylene Control removes ethylene from the local environment around the produce, slowing down the maturation process and therefore delaying quality deterioration and reducing waste.
This patented technology ensures that any ethylene molecules that come into contact with the controller are locked away. 

It is carefully designed so that it only adsorbs ethylene and not any other molecules such as aromas and tastes. Meaning the end customer has a great eating experience!
It's Fresh! Ethylene Control is inserted into any type of packaging, with the produce placed on top to ensure close proximity.

When required, be that for point of sale or in the home, the product is simply removed. It requires no special handling or disposal, there are no lingering chemicals and no coatings, and it can be used in organic production too.
It’s Fresh! Ethylene Control is customisable to the type of produce, packaging, transport, and storage used.

This enables precise control of the amount of ethylene present and ensures that produce reaches the market in optimum condition.

It delivers proven financial benefits by controlling waste and improving taste.

Why choose It’s Fresh! Ethylene Control

  • Extend shelf life and reduce waste with no loss of flavour, aroma, or texture
  • Optimise the eating experience of your produce and enhance your reputation
  • Access new, more distant markets and maximise financial returns
  • Quick, easy, and cost-effective to use throughout the supply chain, with no capital expenditure
  • Does not alter the produce in any way and is suitable for use with certified organic fruit and vegetables
  • Complementary to other technologies, including chilling and modified atmosphere packaging (MAP)
Woman inspector checking avocado

Get your free ethylene risk assessment

Having the right level of ethylene control for your specific produce and supply chain is essential. Our scientists will use their advanced diagnostic tools to calculate the right level of ethylene control for your circumstances.
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What about alternatives?

There are alternative technologies available in the market which work in different ways:


Potassium Permanganate

Skin Coating

1-MCP works to block the ethylene receptors entirely, inhibiting the ripening process and, therefore, holding the development of the fruit or vegetable at the point it is applied.

It is applied as a gas or in a slow release in a sachet form, containing granules that release the gas to coat the fruit.

This technology allows for a long-extended shelf life but also prevents the produce from further ripening and natural development, as the chemical binds permanently to the ethylene receptors, keeping them permanently turned off.

This leads to a poor consumer experience as flavour and texture are both negatively impacted.

The complete blocking of ethylene by 1-MCP also harms the produce’s ability to counter spoilage, as ethylene receptors functions are far greater than fruit maturation alone!

1-MCP is also limited in that the gas is not safe for use, and requires careful application by trained staff and contractors, and is specifically prohibited for use with organic fruit or vegetables, and its use restricted by many major quality focused retailers and receivers.

The other alternative ethylene control technology is Potassium Permanganate (KMn04). 

Potassium Permanganate is toxic, and its use is restricted to being behind a functional barrier. This helps protect food and people from its toxic nature, but the functional barrier can readily break and be damaged, exposing food and people to the toxic contents. 

Any product - and food if contaminated - should be carefully disposed of; and so the costs of handling and disposal can be very high. 

It is also highly polluting in the environment, especially in water courses, and so its disposed must be through specialist waste contractors, which is expensive. As a toxic chemical, its use should incur careful assessments and monitoring to manage the risks.
These technologies work by physically coating the surface of the produce to keep moisture in and oxygen out – usually using a plant-fibre-based substance that is harmless to consumers. 

This method of preserving produce has been in use for thousands of years and can be very effective.

It is suited to fruits that are easy to spray (such as apples or citrus) and/or are already being sprayed or treated at a central facility.

However, it has limitations and it’s suitable for soft or delicate fruits that are not easy to handle on a production line, or fruit that is difficult to spray.

It can also require significant capital expenditure to build and install the coating application equipment, which may be required at each point of handling in the supply chain.

From Harvest to Home

Let us help you reduce your waste and improve profits. Find out how successful growers have benefited from this simple, clean technology throughout the supply chain.

Click on the produce you are interested in to learn more.

Frequently Asked Questions

Does It’s Fresh Ethylene Control work with all types of fresh produce?

Yes, all produce is sensitive to and produces ethylene to varying degrees. Ethylene is also produced as a response to various stress factors (i.e., temperature, handling etc.). Scientific research is constantly showing that produce previously thought to be unaffected by ethylene is, in fact, responsive to it with significant differences in quality.

What are climacteric and non-climacteric fruit?

Different types of fruit are defined based on their pattern of ripening and respiration. Climacteric fruits show large changes during ripening, ripening in a rapid burst (with a burst in respiration rate). Non-climacteric fruits tend to show fewer changes and a steady (usually decreasing) rate of respiration during ripening.

It is a general rule that climacteric fruit can be picked mature but unripe and can then be ripened off the plant, whereas non-climacteric fruit will not ripen once picked. However, even in non-climacteric fruit, the quality can change after harvest to make the fruit more palatable and attractive.

Does production of, and sensitivity to, ethylene vary by crop type?

The volume of ethylene production and sensitivity is varietal specific and can vary from low producing / high sensitivity to high producing low / sensitivity and anywhere in between. This means even low emitters can be negatively impacted by surrounding produce.

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.

What are It’s Fresh! Ethylene Control products made from?

It’s Fresh! products are made with our patented active produced from a proprietary blend of clay and minerals.

The active is formulated to be specifically selective to adsorb ethylene. Therefore, it has no effect on larger desirable molecules such as flavour and aroma compounds, leaving them present in and around the produce for a better consumer experience.

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 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 fruit in any way.

What do plants use ethylene for?

Ethylene is a plant hormone that regulates many plant processes, including:

· Breaking of seed dormancy
· Flower initiation
· Abscission of leaves and flowers
· Fruit ripening
· Senescence of fruit and green tissues
· Response to stresses (wounding, chilling, flooding, UV damage, invasion of rotting pathogens)

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.

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.

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Contact us about extending the shelf life of your produce with 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 results.

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