Company continues to strengthen European presence in markets like Germany, the Netherlands and Italy
Catalytic Generators is building on the momentum generated at Fruit Attraction in Madrid as the company continues to expand its presence in the European fresh produce market and prepares for its 45th year exhibiting at the IFPA Global Produce & Floral Show.
The two events reflect complementary sides of the company’s international strategy: taking more than 50 years of US fruit-ripening expertise into developing European markets while continuing to support its longstanding North American customer base and customers worldwide.
Building relationships and market presence in Europe
Catalytic Generators’ participation at Fruit Attraction marked another step in its European growth strategy, with a focus on increasing brand awareness and introducing its ethylene application solutions to a wider international audience.
The company is already active in markets including Germany and the Netherlands and continues to strengthen its local distribution network. In Italy, following its first participation at Macfrut earlier this year, Catalytic Generators is expanding its fresh produce distribution presence through Brancato, a long-established company with extensive experience in fruit ripening using ethylene.
Spain represents another important next step. Catalytic Generators is developing relationships with local operators while working toward the regulatory approvals required to make its solutions available in the Spanish market, with further progress expected in the coming months.
“Europe remains an important growth market for us, but every market is different,” said president and CEO Greg Akins. “We are building our presence market by market, combining the right local partnerships with the regulatory work required in each country. Our priority is to strengthen our position in existing markets while preparing for new opportunities, particularly in Spain. Fruit Attraction is a valuable step in moving that strategy forward.”
From European growth to 45 years at IFPA
The company will now turn its attention to next week’s IFPA Global Produce & Floral Show in Orlando, Florida, returning to the market where its business began and where it has built relationships with fresh produce operators over more than five decades.
“We’ve been doing this for more than 50 years, and it all started here in the US, so sitting down with our large North American customer base is still one of the most valuable things we do all year,” Akins said. “This is our 45th year exhibiting at IFPA, so we know exactly what that kind of exposure does for our products. And because the show draws a truly global audience, we also meet packers, shippers and ripening operators from markets we might not otherwise reach.”
More than 50 years focused on ethylene application
Catalytic Generators specialises in ethylene application for the controlled ripening and degreening of bananas, avocados, tomatoes, citrus, mangoes, stone fruit and other commodities. Its ethylene generators and Ethy-Gen II Ripening Concentrate provide operators with a simple and controlled way to produce the ethylene required inside the ripening room.
At IFPA, Catalytic Generators will once again share its booth with sister company QA Supplies, which provides quality-control and monitoring equipment for the perishables industry, including thermometers, data loggers, refractometers, fruit firmness testers and air and ethylene analyzers.
“Ripening is only half the picture – you also have to measure what you’ve got,” Akins said. “QA Supplies gives our customers the instruments to verify pulp temperature, firmness, sugar content and ethylene levels at every stage of the supply chain, so the quality they promise is the quality that arrives.”
