Its Fresh FFT

Walmart-owned Asda has become the first retailer in the UK to use products provided by Food Freshness Technology (FFT) to enhance the quality and freshness of Galia and Cantaloupe melons imported from South and Central America, it has been revealed.

The news follows Asda's successful trial of FFT's patented, It's Fresh! e+ ethylene remover, which is said to provide far greater control of fruit ripeness while products are in transit, as well as more favourable taste, quality and shelf-life.

'We are delighted to be the first UK retailer to embrace this technology on such an important product category as melons,' commented Francisco Megias, technical manager at Asda's fresh produce import and distribution company International Produce Ltd.

'This will give us greater flexibility within the supply chain that will result in our customers getting a better quality product.'

Jutta Fiford, European sales director for It's Fresh!, added: 'We officially launched the e+ ethylene remover at Fruit Logistica earlier this year and received considerable interest because of its application and suitability to a wide range of produce.'

Fiford added: 'It has been successful on a range of crops which apart from melons, include many other products like, avocados, pears, nectarines, mangoes, strawberries, tomatoes, kiwi, broccoli, orchids, roses and tulips.

'Asda were quick to identify its benefits, and will continue to be a valued collaborative partner in many other product categories.'

Backed by an investment of some £10m (€11.46m) thus far, the It's Fresh! e+ ethylene remover technology has been jointly developed with Johnson Matthey Plc and is understood to be highly adaptive to many different types of packaging.

The system is apparently flexible enought to be used throughout the fresh produce supply chain, from grower to importer and from retail stores to the consumer's home.
The remover is currently available as impregnated sheets and pads.