A Food Freshness Technology Holdings company

Extending freshness and flavour. Driving sales and profits.
Cutting global food waste

It’s Fresh! is a world class business with world class products, delivering significant positive change to the fresh food industry and to people all around the world.

We innovate. Our work is creating, producing and supplying

cutting edge technologies that extend freshness and quality, reduce waste and increase sales.

We make fresh produce safer and more accessible for consumers and communities across the globe.

The It's Fresh benefits

Across the entire fresh produce supply chain our products consistently deliver substantial benefits;

Innovative Fresh Produce Technology

It’s Fresh! transit sheets and filters

Our breakthrough product is the It’s Fresh! filter, which includes our unique ‘e+ active’. It works by removing ethylene, the ripening hormone, away from fresh produce, creating a protected atmosphere or ‘Freshasphere’ around all types of fruits and vegetables. In transit, in stores and in the home. The non-invasive It’s Fresh! filters delay over-ripening, reduce losses and increase sales and profits.

Our breakthrough product, the It’s Fresh! filter, that includes our unique ‘e+ active’ works by removing ethylene, the ripening hormone, away from fresh produce, creating a protected atmosphere or ‘Freshasphere’ around all types of fruits and vegetables. In transit, in stores and in the home. The non-invasive It’s Fresh! filters delay over-ripening, reduce losses and increase sales and profits.


Farm to Fork Diagram

"The It's Fresh! filter provides a natural 'Freshasphere' around produce,
taking care of its journey from harvest to home. Consumers can now enjoy
higher quality produce which lasts longer."

"The It's Fresh! filter provides a natural 'Freshasphere' around produce, taking care of its journey from harvest to home. Consumers can now enjoy higher quality and extra freshness for longer."

Tried, trialled and tested, time and again

Throughout its development the filter has been rigorously and successfully trialled and tested by leading global academic and research houses.

Throughout its development the filter has been rigorously and successfully trialled and tested by leading global academic and research houses.

Supply Chain Testing

Supply Chain Testing

Commercial and sustainability returns

Adopted by world renowned retailers, growers and suppliers, our products provide excellent commercial returns, enhancing produce quality, freshness and customer delight throughout the supply chain. Moreover Its Fresh! helps them meet a meaningful part of their sustainability environmental and social commitments.

Consumers and It’s Fresh!

Consumers are enjoying improved quality, flavour and reduced waste, inspiring long-term customer loyalty.

Several independent surveys and consumer panels have been carried out world-wide showing preference
for fruit protected by It’s Fresh! filters.

It's Fresh! Filter Raspberries

Feeding the world

The global food mega-trend shows that from a global population of approx. 6.5 billion people, 1 billion are still undernourished. To date, there has been a lack of effective, safe and ethical technology to resolve this matter. At It’s Fresh! we will help to meet this challenge.

The global food mega-trend shows that from a global population of approx. 6.5 billion people, 1 billion are still undernourished. To date, there has been a lack of effective, safe and ethical technology to resolve this matter. At It’s Fresh! we will help to meet this challenge.

World Food Programme Hunger Map

The UN World Food Program, the world’s largest humanitarian agency, warned the world will only be able to produce enough food for everyone in 2050 if food security is made a top priority.

“If we have to produce twice as much food and we are already in a situation where one out of every six people can’t get access to adequate food, this compels us to put it at the top of the agenda.”

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