The It's Fresh!filter is an ethylene remover, that can reduce the speed at which fruit ripens by absorbing thenatural ripening gas called ‘ethylene’. This ensures that fruit and vegetables will stay fresher and tastier for longer.
It’s Fresh! filters are unique as they create a protective atmosphere around the fruit, locking in freshness – we call it the ‘Freshasphere’. It is safe, clean and is consumer friendly, meaning no chemical sprays are used, it just naturally slows the ripening process and can add up to 4 days extra shelf life, along with a noticeably better taste.
Our Filters are unique because they keep working from harvest to home, even after the pack has been openedand this is key, because as the fruit gets picked, packed and transported, it is subjected to a fair degree of stress which results in accelerated ripening and thus reduced shelf-life.
You can also help to delay this ripening process by keeping ethylene-producing produce separate from ethylene-sensitive ones. Avocados, mangoes and plums, for example, should be kept separate from apples and bananas.
It's Fresh!filters are used by many well-known supermarkets around the world; Morrisons, Waitrose and M&S (UK), Albertsons, Safeway and Walmart (USA) and Carrefour (France), just look for the green and white stripy filter in the bottom of the fruit packs.