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Tesco avocados get even fresher thanks to It’sFresh! and Worldwide Fruit

Tesco customers are entering a new world of ready-to-eat (RTE) avocado freshness, following today’s announcement that innovative It’sFresh! ethylene management technology has now been rolled out in Tesco Express stores across the UK.

The announcement follows a year-long trial in conjunction with international fruit supplier and distributor, Worldwide Fruit Ltd (WFL). The trial has produced excellent results, showing significant quality benefits, with the technology expected to allow ‘display until’ dates to be extended by two extra days as a result.

Tesco is the first UK retailer to roll out It’sFresh! in avocados, reprising its first-to-market advantage achieved with Finest tomatoes, announced in May 2012.

Typically convenience stores produce waste at higher levels than the main estates and WFL believe that by deploying the It’sFresh! technology tactically in these packs, Tesco will make substantial reductions in waste levels. This is not just beneficial to the environment, with less resources being wasted during production but also to consumers, who will have more time to enjoy the fruit in optimum condition.

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 long-lasting freshness and waste reduction in fresh produce.

Tony Harding, Technical Director for WFL says: “It’s very clear the It’sFresh! technology does delay the decline in product quality. From our shelf-life testing and static storage trials, we have seen significant improvements in maintaining the fruit’s condition within the RTE specification.  We have been using It’sFresh! within our own supply chain throughout this year to help keep the fruit in good condition during storage.”

Simon Lee, Director of It’sFresh! concludes: “Following the successful roll-out of our technology in Finest tomatoes, it is very satisfying to extend it to avocados with such a prominent retailer as Tesco.

“We have developed an excellent working partnership with WFL: like us they’re committed to quality and innovation, plus they share our vision of delivering fresher produce to benefit growers, retailers and consumers.”

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