It’sFresh! Cranfield Move Underlines High-Tech Innovation Commitment

21 Mar 2014 --- Leading produce freshness company It’sFresh! has moved to a new 6,300sq ft office at Cranfield University Technology Park, providing much-needed growth space and all the benefits of proximity to the world-class research facilities of Cranfield University.

The new facility will provide accommodation for It’sFresh!’s 15 EU staff, together with technical facilities to support the company’s global expansion.

Paul Moody, CEO of It’sFresh!, comments: “We had outgrown our original home in the West Midlands, and needed a new base to support future growth. Cranfield University Technology Park was the perfect choice.”

It’sFresh! Director Simon Lee adds: “After conducting ground-breaking research alongside Cranfield University for a number of years, the move to share campus space with them now will have significant benefits in the future development of the company.

“We have already invested over £10m in advanced materials technology in order to revolutionise food freshness, and this new location, at the heart of British science and innovation, is the ideal place for us to maximise our development potential.”

Paul Moody concludes: “The unique, highly advanced materials science embodied by our technology is the only effective way to preserve produce freshness in the crucial ‘final mile’ of the supply chain, from retailer to consumer. Based on current commercial roll-out we know It’sFresh! typically saves around 50% of in-store waste and adds two days onto shelf life. This gives consumers greater freedom to buy and enjoy their five-a-day, as well as reducing waste along the entire supply chain.”

It’sFresh! is currently rolling out its technology with retail groups in UK, Europe, North and South America

Fruit naturally ripens in the presence of ethylene gas. Controlling this process is vital for the fresh produce industry to minimise the waste, cost and disappointment caused by premature ripening in the supply chain. It’sFresh! changes the game with a fresh new solution that really works. Tests have shown It’sFresh! is the most effective ethylene adsorption technology on the market—100 times more effective than any other known material—and one of the easiest to deploy. Its unique blend of minerals and clay, sealed into a food-grade sheet, can be easily inserted into bulk and retail fresh produce packaging at the pack-house.

By extending shelf life, It’sFresh! benefits the whole supply chain. Consumers enjoy more and buy more; retailers waste less and sell more; growers can reduce waste during transit, extend their season and ship more.