First participation at Macfrut marked an important step in the company’s European expansion
Catalytic Generators has its eyes fixed on Italy’s rapidly expanding tropical fruit market. The company exhibited at this week’s Macfrut trade fair for the first time to increase visibility, engage with Italian operators and lay the foundations for future growth.
Strong banana imports, growing avocado demand and a well-established persimmon market are fuelling Italian demand for simple, safe and controlled ripening solutions. Operators are facing increasing pressure to deliver consistent, repeatable results at scale.
According to Catalytic Generators, as supply chains become more complex and demand for uniform ripeness increases, the application of ethylene is emerging as a critical control point. Moreover, the company claims recent geopolitical developments are making supply stability an increasingly relevant concern for ripening operations.
President and CEO Greg Akins commented: “Ethylene is a high-demand commodity used across multiple industrial sectors, with overall demand extending far beyond fruit ripening. As a result, recent geopolitical conflict is creating increasing pressure on availability and pricing stability in some regions, making supply reliability a growing concern for ripening operations. To address these risks, our systems enable on-site ethylene generation, helping operators reduce dependency on external supply chains, gain greater control over supply and limit exposure to volatility”.
Against this backdrop, Catalytic Generators used its first participation at Macfrut marked an important step in the company’s European expansion, following several years of regulatory work and product approvals across key markets. The company’s goal is to build visibility, understand local requirements and establish a credible starting point in a market that shows strong potential. Atkins said he anticipates significant sales growth in the next 6-12 months as more ripeners move to the company’s system.
Catalytic Generators’ approach is based on simplifying ethylene application while maintaining high safety standards. The system allows users to generate ethylene directly within the ripening room in a controlled and repeatable way. “Ease, simplicity and safety are key – operators can pour in a litre, of Ethy-GenII Concentrate, see it dissipate and know that ethylene has been applied,” Atkins explained.
He said this approach offers clear operational advantages: “By generating ethylene directly within the ripening room, the system eliminates the need for handling compressed gas cylinders, reducing complexity while improving safety. It also supports easier compliance with regulatory standards, as it removes the risks typically associated with high-pressure gas systems. This allows operators to focus on delivering consistent fruit quality without adding operational complexity”.
Unlike suppliers offering a wide range of industrial gases, Catalytic Generators focuses exclusively on ethylene, allowing the company to provide specialised expertise, consistent supply and dedicated support to ripening operators.
After Macfrut, Catalytic Generators said it will continue to develop its presence in Italy through direct engagement with ripening operators and a gradual expansion of its commercial activity.
As part of this expansion, the company is strengthening its commercial network in the country, working with established partners such as De Cloet, an Italian company based in Umbria, and expanding its distribution footprint in Sicily with Brancato, a well-established expert in ethylene application for Italy.
