It's Fresh

It's Fresh! is a UK-based agri-foodtech company founded in 2010 and headquartered in Burntwood. The company specializes in patented ethylene control technology designed to extend the shelf-life of fresh fruits and vegetables. This innovative approach helps reduce food waste and supports sustainability throughout the global fresh produce supply chain.

The company develops post-harvest solutions that manage ethylene, a natural ripening hormone, without using artificial coatings or requiring significant capital investment. Their technology includes patented ethylene-removal sheets that protect produce quality from harvest through transit to retail. It's Fresh! focuses on creating cost-effective, food-safe solutions that are easy to implement, benefiting growers, packers, distributors, retailers, and consumers alike. With a mission centered on sustainability, the company aims to address food wastage challenges in the fresh produce industry.