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It’sFresh! and Worldwide Fruit announce world first début in pears with new M&S roll-out

It’sFresh! and Worldwide Fruit Ltd (WFL) today celebrate another world first with the announcement that they’re now rolling out in ready-to-eat (RTE) Pears for Marks & Spencer across the UK.

This is the world’s first-ever utilisation in pears of the innovative ethylene management technology It’sFresh!, and echoes the first-to-market roll-out in strawberries, raspberries and blackberries achieved by It’sFresh! and M&S earlier this year.

M&S fruit Buyer, Shaz Rehman, comments: “We are delighted to be first retailer to sell our delicious pears packaged  with this exciting innovation –  we are hoping it will lead to reduced food waste and increased availability for our customers.”

“We see It’sFresh! as a game changer for RTE products plus ethylene emitting and sensitive product types,” says Tony Harding, Technical Director for international fruit supplier and distributor WFL. “The technology is simple to use and has unique benefits over other ethylene management technologies. It works throughout the entire supply chain in ambient and chilled; in raw material and the final customer pack. The return on investment is working for us and our customers so we’re very pleased to be part of this roll-out.”

It’sFresh! strips are in store now within packs of Conference and Green Williams varieties, but utilisation will extend to also include Comice, Concorde and Taylors Gold varieties as the season unfolds.

It’sFresh! can extend the shelf life of the most volatile pear varieties such as  Green Williams, by up to two days during most parts of the season. The results are even more pronounced on lower-ethylene-producing varieties like Conference, subject of the initial roll-out.

WFL has worked with It’sFresh! on a number of other fresh fruit roll-outs, as the technology becomes increasingly recognised as the market-leading solution to longer-lasting freshness and waste reduction in fresh produce.

Simon Lee, Director of It’sFresh!, concludes: “Following successful roll-outs of our technology in other fruits such as strawberries, raspberries, blackberries and tomatoes, it is great to be able to deploy our technology in pears.

“It’s been a pleasure to work in partnership with WFL to make this happen. Like us, they are a company that embraces innovation, ensuring that consumers can enjoy top-quality fresh produce at home for longer.”

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