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. In order to reduce this unacceptable situation it is important to try to keep food fresh for as long as possible.
Some fruit and vegetables produce a natural ripening gas called ethylene. It is the presence of this gas which causesthem to ripen prematurely, often meaning that we end up throwing the food away before we have a chance to eat it.
It's Fresh!is a unique ethylene removal system, that can be used from farm to fork, all the way through the entire supply chain, protecting the fruit from adverse reactions to changes in its normal environment, for example caused by temperature spikes and excessive handling. All of these can accelerate premature ripening caused by ethylene gas. By removing the ethylene gas, It's Fresh!filters can slow the ripening process, ensuring that fruit and vegetables remain fresher and tastier for longer, reducing the need to throwaway spoiled food.
It's fresh! filters are used in many well known supermarkets around the world; Morrisons, Waitrose, M&S (UK), Albertson Safeway, Walmart (USA) and Carrefour (France), just look for the green and white stripy filter in the bottom of your fruit pack.