It's Fresh

It's Fresh, a UK-based Agri-Food Tech company, is at the forefront of pioneering sustainable post-harvest solutions with its innovative approach to addressing the fresh produce ethylene problem. The company's technology, based in Staffordshire, offers a fundamentally new way to manage ethylene, crucial for the quality and shelf-life of fresh produce.

The It's Fresh technology, unlike other solutions, manages and adsorbs ethylene without interfering with natural pathways or covering the produce with coatings. The second-generation technology (Active) has up to 10x the efficacy of the first generation, providing customisable and seamlessly integrable ethylene-control products.

The last investment of £6.70M Series B was secured on 25 April 2023, with participation from Anterra Capital, Praesidium, Zintinus, and Business Growth Fund. The company operates in the Agriculture, Food and Beverage, Sustainability, and AgriTech industries, with a commitment to reducing waste across the supply chain and improving eating outcomes for consumers. It's Fresh continues to support better returns for growers and retailers while extending the life of fresh produce, ultimately contributing to a more sustainable and efficient agri-food sector.