It’s Fresh!

It’s Fresh! is a food-waste technology company founded in 2011 and headquartered in Burntwood, Staffordshire, United Kingdom, formed to tackle ethylene-driven spoilage of fresh fruit and vegetables across the retail supply chain. The company’s patented technology captures the ethylene gas that produce naturally emits as it ripens, slowing the onset of over-ripening, rot and mould during storage and transit.

Its core product is a thin absorbing sheet embedded with the company’s ethylene-capturing formulation, placed inside produce packaging at pack-out and used across crops such as strawberries, tomatoes, avocados and stone fruit. The technology is used by major UK supermarkets throughout their fresh produce supply chains, and the company raised GBP 6.7 million in 2023 from investors BGF, Zintinus and Praesidium to expand the business internationally.

1. Ethylene-capturing sheet: patented absorbing insert placed inside produce packaging.

2. Broad crop coverage: used on strawberries, tomatoes, avocados, stone fruit and more.

3. Drop-in format: added during standard pack-out with no new equipment required.

4. Retail-proven: adopted by major UK supermarket fresh produce supply chains.

5. Supply-chain wide: applicable from grower packing through transit to in-store display.

6. Backed for growth: GBP 6.7 million raised in 2023 to scale internationally.