A Food Freshness Technology Holdings company

Executive Directors


Peter Shalson

CEO of It’s Fresh Ltd and Founder of Food Freshness Technology Holdings (FFTH)

Peter is one of the UK’s most experienced serial entrepreneurs. He is best known for creating Braitrim, the International fashion industry packaging brand, that over a 20 year period supplied most of the world’s leading clothing retailers from manufacturing sites in over 15 countries – which he later sold to Merrill Lynch in 1998.

By 2007 he had founded Brightview, a privately owned Internet Service Provider, entered into the TV shopping arena with Pitch TV, created ETX Capital an industry leading financial trading platform and built Pubfolio Ltd into a UK top 10 public house estate with over 1000 doors. As Chairman of Bordeaux Index he oversaw growth to £100m over an eight-year period. In 2010 he was one of FFTH’s first investors and by 2014 become its CEO, leading the management team through its highest period of growth to-date.

Peter devotes much of his personal time to supporting and raising funds for a number of important children’s charities as well as his generous sponsorship of ‘The London Academy’, acknowledged by Ofsted to be the one of the most successful academies in the UK.

Simon Lee

Founder Director of It’s Fresh Ltd and Food Freshness Technology Holdings (FFTH)

Simon is a business management graduate with over 30 years experience in the Advertising, Marketing and Packaging sectors. Since 2003 he has been building environmental brands, a cause to which he is committed, providing global retail and supply chain customers with ground-breaking innovative products and solutions.

Simon co-founded Food Freshness Technology Holdings (FFTH) an umbrella business to facilitate investment into It’s Fresh! Ltd. He is part of the management team that has raised in excess of $20m to develop the business and commercialise some of its unique technologies into the worldwide grocery sector.

Alasdair Mackay

Chief Financial Officer at It’s Fresh Ltd and Food Freshness Technology Holdings (FFTH)

Alasdair has over 12 years' experience in finance and accounting roles within both multinational and private-equity backed companies. Before joining It’s Fresh! in June 2012, he worked at AXA UK, latterly as Finance Director of Bluefin Wealth Management, and prior to this was Vice President of Finance at a 600-employee, 10-country, Oracle Software consulting firm based in London.

Alasdair holds an MA in Mathematics from Oxford University and is a Fellow of the Institute of Chartered Accountants in England and Wales.

Lawrence Matthews

Chief Technology Officer at It’s Fresh Ltd and Food Freshness Technology Holdings (FFTH)

Lawrie is an accomplished senior executive with advanced materials expertise and entrepreneurial DNA, drawn from 20 years experience working in, and with, large blue-chip companies as well as innovative start-ups and SMEs.

For the last five years as COO, then CTO of Food Freshness Technology Holdings (FFTH). Lawrie and his colleagues have built a successful and fast-growing company from start-up, by launching a ground-breaking high tech freshness product “It’s Fresh!” in the retail grocery sector world-wide. Prior to FFTH, Lawrie held various senior roles in technical, sales and business development during his 15 year career with FTSE 100 company Johnson Matthey Plc.

He holds a BSc in Chemistry and Philosophy (Natural Sciences) from the University of Durham.

Peter Durose

Director It’s Fresh Ltd

Peter is an industry veteran with a reputation for delivering profit growth, brand value and global presence for blue chip companies such as Boots, Roche and Tesco. Having held several senior positions, he left the corporate world in 2008 to set up Fresh Approach Ltd, a leading fresh produce supplier to the UK grocery retail sector, which he later sold in 2013.

Peter joined It’s Fresh! in 2015 to drive growth within the UK and European markets.


Greg Pavett

It’s Fresh! Founder Director US, It's Fresh Inc

Greg founded It’s Fresh! in 2005. He is an American entrepreneur driven with a passion to make a difference, working collaboratively with industry stakeholders, it is his desire to make a positive impact on our world and its resources.

Greg is a seasoned business strategist with over 25 years experience in consumer packaged goods marketing, sales and product development. Prior to launching It’s Fresh!, Greg spent several years consulting for start-ups as well as Fortune 500 companies looking to capitalize on unmet consumer needs.

Greg started his career in Sales at the E. J. Brach Corporation and went on to various management roles in category development and customer business planning at Unilever, Jergens/KAO USA and CNS, where he consistently contributed to brand growth and exceeded corporate revenue objectives.

Nicolas Duran

Director,  Latin America and Exports, It’s Fresh Inc

Born in Chile, Nicolas is an Agricultural Engineer graduate with over 10 years of both domestic and international experience within the Post-harvest and Retail sectors of the Fresh Produce industry.

Before joining It’s Fresh! in 2012, Nico worked as Head of QC for Capespan Italy and as Manager of Perishables for Jumbo-Cencosud, the largest retailer in Chile - where he experienced the compelling benefits and potential of It’s Fresh! first-hand prompting him to join the company soon after.

Nicolas lives with his wife Meghan in Ohio USA.

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