It's Fresh!
It's Fresh! is a UK-based agri-foodtech company that sells RYPEN ethylene-control technology and modified air packaging to growers, packers, and retailers worldwide to extend fresh-produce shelf life and reduce post-harvest food waste.
- Company typePrivate
- Founded2010
- HeadquartersBurntwood, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What It's Fresh! does
It's Fresh! is a UK-based agri-foodtech company, founded in 2010 and headquartered in Burntwood, England, that develops post-harvest solutions to reduce fresh-produce spoilage across the global supply chain. Its core offering is RYPEN, a proprietary ethylene-control technology designed to slow ripening and decay of fruits, vegetables, and root crops during storage and transport. The company pairs RYPEN with a developing line of modified air packaging bags, positioning the portfolio as a chemistry-and-materials-science response to the roughly 50% of fresh produce that never reaches consumers due to supply-chain losses and retail/consumer waste.
The company operates a sales-led B2B go-to-market, selling directly to growers, packers, and retailers in the fresh-produce industry and claiming a global distribution footprint even though its operational base remains in the United Kingdom. Revenue mechanics are hardware-based: product sales of RYPEN technology and packaging units to supply-chain participants. Pricing is not publicly disclosed, and no customer logos or revenue figures are available in the source material. The leadership team combines operational, R&D, technical services, and global sales functions under CEO Graham Ellis, who also holds an investor-director role tied to Praesidium's agri-foodtech venture activity.
It's Fresh! raised approximately £6.7 million in Series B funding in April 2023 from BGF and Zintinus (with earlier backing from Anterra Capital and Praesidium), explicitly earmarked for global expansion and modified air packaging development. The company has subsequently been selected for the 2026 IFPA Packaging Innovation Program alongside the Foundation for Food & Agriculture Research and Clemson University, opening a structured route into U.S. specialty-crop export markets. The company holds no disclosed AI, app, or API capabilities and relies on materials science, agronomy, and packaging expertise as its core differentiation.
It's Fresh! firmographics
Firmographics- Name
- It's Fresh!
- Legal name
- It's Fresh Limited
- Website
- https://itsfresh.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- It's Fresh! is a UK-based agri-foodtech company that sells RYPEN ethylene-control technology and modified air packaging to growers, packers, and retailers worldwide to extend fresh-produce shelf life and reduce post-harvest food waste.
- Ownership category
- akta.pro rank
It's Fresh! industry classification
Industry- Product category
- Post-Harvest Packaging Technology
- NAICS
- Chemical and Allied Products Merchant Wholesalers (4246), Chemical Manufacturing (325)
- SIC
- Wholesale-Paper & Paper Products (5110), Wholesale-Durable Goods, Nec (5099)
- akta.pro primary industry
- Modified-Atmosphere Packaging (MAP) & Gas-Flushing Services (AFAOAEAB)
- akta.pro secondary industries
- Ripening Rooms & Ethylene Management (Bananas, Avocados, Tomatoes) (AFAOAEAC), Fresh Produce Packaging (IMALAHAE)
Keywords
Where It's Fresh! is headquartered
LocationHeadquarters
- HQ city
- Burntwood
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
It's Fresh! business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Technology or R&D, Personnel, Supply Chain, Marketing or Sales, Operations
Revenue model
- Product Sales: Sale of post-harvest technology products including RYPEN ethylene control technology and modified air packaging solutions to the fresh produce supply chain (growers, packers, retailers).
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
It's Fresh! product offering
Product offeringCore offering
It's Fresh! develops and sells post-harvest ethylene control technology (branded RYPEN) and modified air packaging bags for the global fresh produce industry. The products extend the shelf life of fruits, vegetables and root crops during storage and transport by controlling ethylene gas that accelerates ripening and decay. They are sold to growers, packers, and retailers worldwide to reduce supply-chain food waste and improve produce quality from packing through to retail.
Product overview
It's Fresh! is a UK-based agri-foodtech company offering a portfolio of post-harvest solutions for the global fresh produce industry. The core product is the RYPEN Technology, an ethylene control solution that extends shelf-life and reduces food waste throughout the supply chain. The company is also developing Modified Air Packaging Bags as a new product line. Together, these products work to ensure more fresh produce reaches consumers in peak condition while supporting the industry's sustainability goals.
Differentiator
Problem solved
Functional benefit
Brands
- RYPEN: Post-harvest shelf-life extension technology for fresh produce. The RYPEN technology addresses ethylene control to help reduce food wastage in the fresh produce supply chain.
Products and services
- RYPEN Technology Post-harvest ethylene control technology that helps maintain fresh produce quality during storage and transport, reducing spoilage and extending shelf life. Sold to growers, packers, and retailers in the global fresh produce supply chain to reduce food waste from packing through retail.
- Modified Air Packaging Bags Advanced physical packaging solution designed to extend the shelf life of fresh produce through modified atmosphere/controlled atmosphere technology. Targeted at fresh produce supply chain participants.
Quantifiable outcome
- Tonnes of CO₂ equivalent emissions avoided per annum through reduced food waste
- +2 more outcomes
Companies that use It's Fresh!
Customer profileSegments1 record
Ideal customer profiles1 record
It's Fresh! technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
It's Fresh! partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor.
- International Fresh Produce Association (IFPA)minorIFPA selected It's Fresh for the second 2026 cohort of the Packaging Innovation Program, a $5 million initiative funded by USDA Foreign Agricultural Service to help U.S. specialty crop exporters comply with international packaging regulations and address shelf-life extension.
- Foundation for Food & Agriculture ResearchminorPartner in the IFPA Packaging Innovation Program implementing packaging technology development for U.S. specialty crop exports, addressing international packaging regulations.
- Clemson UniversityminorAcademic partner in the IFPA Packaging Innovation Program, contributing research and development support for packaging technologies.
Scale indicators1 record
Recent moves5 records
Expansion highlights5 records
It's Fresh! competitors and assessment
Company assessmentDirect peers
- StePac (part of Lydall): Israel-based developer of modified atmosphere packaging (MAP) and modified humidity packaging films for fresh produce. Directly comparable to It's Fresh's modified air packaging bag product line for the same fresh produce applications.
- Hazel Technologies: US-based shelf-life extension company selling sachet-based inserts and packaging technologies that absorb ethylene and other gases in produce supply chains. Closely comparable to RYPEN in mechanism, customer base (growers/packers/retailers), and B2B sales motion.
- Apeel Sciences: US-based developer of plant-derived edible coatings that extend shelf-life of fresh produce by reducing oxidation and water loss. Apeel is the most direct functional competitor to It's Fresh, addressing the same post-harvest spoilage problem for growers and retailers globally.
Emerging players
- Sufresca: Israel-based startup developing edible coatings for fresh produce shelf-life extension. Operates in the same post-harvest shelf-life category as RYPEN, with overlapping customer segments but a coating-based rather than absorption-based delivery mechanism.
- Bio-Fresh Group: UK-based developer of ozone-based and other shelf-life extension technologies for fresh produce and floral supply chains. Comparable UK geography and direct overlap with It's Fresh's ethylene/freshness-management value proposition.
- NatureSeal: US-based developer of post-harvest coating and processing treatments for fresh-cut and whole produce. Adjacent competitor in the fresh produce shelf-life extension category, with overlap in the fresh-cut produce channel where It's Fresh also addresses spoilage.
- RipeLocker: US-based provider of containerized low-pressure and controlled-atmosphere storage chambers for fresh produce shelf-life extension. Comparable buyer segment (premium produce supply chains) with a different delivery modality (large-format chambers vs. in-pack inserts).
Broad incumbents
- AgroFresh Solutions: Public company and incumbent in post-harvest freshness solutions, best known for its SmartFresh 1-MCP ethylene management technology for apples and other produce. It's Fresh competes head-to-head in the same ethylene-control category with a different chemistry.
- Linde / Chart Industries (gas-flushing for fresh produce): Major industrial gas suppliers (Linde, Air Liquide, Chart) that supply controlled atmosphere / gas-flushing systems and MAP gas mixes used by fresh produce packers. Broad incumbents in the controlled-atmosphere post-harvest space in which It's Fresh also operates.
Others
- GreenLight Biosciences / Biolexis (post-harvest bioproducts): Adjacent agricultural biotechnology companies developing biological inputs and post-harvest solutions. Thematically comparable to It's Fresh's mission of reducing post-harvest loss through biological/material-science approaches, though with different product formats.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
It's Fresh! social profiles
Digital presenceIt's Fresh! compliance and trust
Trust signalCompliance2 records
It's Fresh! financial estimates
Financial estimateRevenue estimate
Valuation estimate
It's Fresh! leadership team
Management profileNumber of profiles
Profiles8 records
It's Fresh! subsidiaries and ownership
Company hierarchySubsidiaries1 record
It's Fresh! funding detail
Funding detailFunding overview
Funding rounds2 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
It's Fresh! M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about It's Fresh!
What does It's Fresh! do?
It's Fresh! develops and sells post-harvest ethylene control technology (branded RYPEN) and modified air packaging bags for the global fresh produce industry. The products extend the shelf life of fruits, vegetables and root crops during storage and transport by controlling ethylene gas that accelerates ripening and decay. They are sold to growers, packers, and retailers worldwide to reduce supply-chain food waste and improve produce quality from packing through to retail.
Is It's Fresh! a public or private company?
It's Fresh! is a private company. It is classified as venture growth investor backed and is currently operating.
When was It's Fresh! founded?
It's Fresh! was founded in 2010. It employs 11 to 50 people.
Where is It's Fresh! based?
It's Fresh! is headquartered in Burntwood, United Kingdom, in the Europe region.
How does It's Fresh! make money?
One revenue line is on record: product Sales.
Who are It's Fresh!'s main competitors?
Direct peers on record are StePac (part of Lydall), Hazel Technologies and Apeel Sciences. Emerging players are Sufresca, Bio-Fresh Group, NatureSeal and RipeLocker. Broad incumbents are AgroFresh Solutions and Linde / Chart Industries (gas-flushing for fresh produce). GreenLight Biosciences / Biolexis (post-harvest bioproducts) is listed as an others.
Does It's Fresh! have an API?
No public API is recorded for It's Fresh!.
What industry is It's Fresh! in?
It's Fresh!'s product category is Post-Harvest Packaging Technology. Its primary akta.pro industry code is AFAOAEAB, Modified-Atmosphere Packaging (MAP) & Gas-Flushing Services, with a secondary code of AFAOAEAC, Ripening Rooms & Ethylene Management (Bananas, Avocados, Tomatoes). Its NAICS code is 4246 and its SIC code is 5110.