A new filter which absorbs and locks in ethylene in enclosed spaces, such as retail packaging, could revolutionise the shelf life of fresh produce according to the company behind it.

Figures from tech company It’s Fresh! claim their filter inserts are now saving 1,134 tonnes of strawberries each year; the equivalent of almost three million punnets, or forty times the number of strawberries eaten at Wimbledon every summer. The green and white stripy filters are now being used by supermarkets including M&S, Morrisons, and Waitrose.

Simon Lee, co-founder of It’s Fresh! said, “Wasting food really does waste everything – Water, labour, energy, time and money. Many of us know that over a third of the food produced globally gets wasted, but what you might not know is that it takes almost half a gallon of water to grow one strawberry, add to that the labour & fuel to pick, pack, ship and process it for retail merchandising ….and you can begin to see the scale of the problem that we face.”

Photo Credit: It’s Fresh!

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