A Food Freshness Technology Holdings company

Shopper Frequently Asked Questions

How do I keep my fruit fresher for longer?

Some fruit like nectarines, pears and avocados, produce a naturalripening gas called ethylene. It is the presence of this gas that can cause them to ripen prematurely. The It's Fresh!filteris an ethylene remover, that can reduce the speed at which fruit ripens by absorbing the ethylene gas before the fruit does.

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How do I reduce my food waste at home?

Food waste is a huge problem all over the world. In fact 1/3rd of the food that is produced globally will be wasted, this amounts to 2 billion tonnes of waste each year.

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What’s this stripy square/pad doing in my Fruit?

It’s a simple little It’s Fresh!filter that absorbs the ethylene gas given off normally as fruit ripens. It captures this gas (before the fruit does) keeping your fruit in peak condition for longer naturally – so tastier fruit and less waste for you, the retailer and supplier, clever.

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Why is the Filter needed, why does fruit give off gases?

After fruit is picked, it produces a natural ripening gas called Ethylene. The It’s Fresh! filter simply absorbs this gas, slowing down the ripening process whilst the fruit travels from the grower to you. Therefore it keeps your produce in peak condition for longer – so less spoiled fruit and less waste.

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Does the Filter add any chemicals to the packet or fruit?

No, the job of the It’s Fresh! filter is to act like a sponge absorbing the ethylene gas that fruit produces naturally as it ripens. It soaks it up, locking it away, extending freshness and quality – it does not add chemicals to the fruit.

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What is the Filter made from, is it food safe?

Yes completely safe - The filters are made from a special blend of minerals and clay sealed in a recyclable breathable waterproof jacket, that absorb the ethylene gas. They are food safe, complying with all EU and USA Food legislation. All components have been classified by REACH as not harmful to humans or the environment.

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If I/ my dog accidentally ate one of the Filters will the contents do any harm?

No, the It’s Fresh! filters are completely food safe, but they are made from plastic materials so might be a little chewy.

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Does the ink on the Filter get on to the food?

Our It’s Fresh! filters use approved food grade ink – this cannot get into the food.

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Why does fruit go bad?

Some fruit, like strawberries, nectarines, pears and avocados, produce a natural ripening gas called ethylene. It is the presence of this gas that can cause fruit and vegetables to ripen prematurely.

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What can I use to keep my fruit fresher for longer?

The It's Fresh!filter is an ethylene remover, that can reduce the speed at which fruit ripens by absorbing thenatural ripening gas called Ďethyleneí. This ensures that fruit and vegetables will stay fresher and tastier for longer.

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What fruits/veg spoil the quickest?

Many fruits and vegetables either produce or are sensitive to a natural gas called ethylene, also known as the 'ripening' or 'ageing' hormone. These are therefore much more susceptible to spoiling at a quicker rate than others.

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Are you not just creating another product that messes with our food?

No not at all, the It’s Fresh!filter does not add anything to the fruit or change it in anyway, it just soaks up the natural ethylene gases that Fruit produces as it ripens, giving better, fresher quality for longer, so less waste.

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How does this product mean less waste?

Because It’s Fresh! helps your fruit and vegetables to stay fresh for longer you will throw out less over-ripe food. You can also dispose of the Filter in your normal recycling bins. We recycle the bigger filter sheets used in transporting the fruit and even reclaim the contents for re-use. Sustainability flows through the fabric of our business.

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I am interested in the more technical and science side -have you got some further info?

Of course, we are very proud of our technology, please have a look at the Science section, Technical FAQ’s or alternatively email us with your questions.

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Can I re-use the Filter at home once I have eaten my fruit?

Yes for sure, pop the It’s Fresh! filter in your fruit bowl, but it won’t last forever as it is continually absorbing unwanted ethylene gasses, so be sure to change it after a few days.

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Does It’s Fresh! work on all fruit and vegetables?

Most fruits emit or are sensitive to, unwanted Ethylene gases, however many vegetables are not; however Broccoli, String/French beans, Asparagus, Sprouts and Aubergines will benefit from the use of our filters.

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Shopper FAQ

We are working with the leading UK, US and EU retailers, so look out for packs of berries, ready to eat Pears, Avocados, Nectarines, Peaches, Plums, Apricots and Tomatoes.


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