What Is It’s Fresh All About?
It’s Fresh is a UK-based agri-foodtech company shaking up the global fresh produce scene. Their mission? To make sure more of what’s grown actually reaches consumers in peak condition. By tackling food wastage head-on, they’re helping the industry move toward a future that’s not just sustainable but also better for people and the planet. It’s all about pioneering post-harvest solutions that truly make a difference.
The Big Benefit: Tackling Food Wastage
Food wastage is a massive problem—over 2.5 billion tonnes wasted globally each year. That’s up to 40% of all food produced, costing a staggering $1.7 trillion. And a huge chunk of that is fresh produce that never even makes it to the consumer’s plate. Here’s a quick snapshot of the impact It’s Fresh aims to have:
- Over 0 tonnes of CO₂ equivalent emissions avoided per annum
- Over 0 tonnes of fresh produce waste prevented per annum
- Over 0 megalitres of water saved per annum
(These figures are based on losses from packing to arrival at port, with It’s Fresh’s Rypen technology addressing about 30% of that loss.)
Who’s Behind It? The People and Expertise
It’s Fresh brings together a powerhouse team with backgrounds in agronomy, fresh produce supply chains, materials science, and packaging. This blend of expertise is key to challenging the old ways fresh produce has been packed and protected after harvest. Their focus? Developing smarter ethylene control solutions that boost returns for growers, packers, and retailers, while making the eating experience better for consumers. It’s a fresh take on freshness, literally.
Why Reducing Fresh Produce Waste Matters
Up to half of all fruits, vegetables, and root crops grown worldwide never get eaten. That’s a huge waste of resources—fresh water, energy, arable land—all pushed beyond sustainable limits. This waste drives deforestation, spikes greenhouse gas emissions, and fuels extreme weather events that mess with harvests globally. It’s Fresh is on a mission to break this cycle by putting more of the produce already grown into consumers’ hands, cutting waste, and easing the strain on the planet.
Innovating for Longer Lasting, Better Tasting Produce
Getting fresh produce to markets is no walk in the park. Delays and disruptions are common, and keeping fruits and veggies fresh during transport is a real challenge. The team at It’s Fresh draws on experience from various industries to create packaging solutions that slot right into existing supply chains. The result? Produce that stays fresher, longer—less waste, happier consumers, and a win for the planet.
Driving Sustainable Development Goals
- Goal 2: Zero Hunger – by reducing food loss and waste
- Goal 12: Responsible Consumption and Production – through innovative packaging and supply chain solutions
- Goal 13: Climate Action – by cutting greenhouse gas emissions linked to food wastage
- Goal 15: Life on Land – by reducing pressure on land use and deforestation
Looking Ahead: A More Sustainable Fresh Produce Future
It’s Fresh isn’t just about today’s solutions—they’re thinking long-term. Their Rypen technology supports efforts to meet the UN’s Sustainable Development Goals, aiming for a future where fresh produce supply chains are more sustainable, efficient, and beneficial for everyone involved. It’s a new beginning for better tasting, longer lasting fruits and vegetables, with less waste and a healthier planet to boot.
