Asda is the first UK retailer to use a new technology to enhance the quality and freshness of its Galia and Cantaloupe melons imported from South and Central America.
It follows successful trials of the patented, It'sFresh! e+ ethylene remover which allows far greater control of fruit maturity in transit, as well as more favourable taste, quality and retail shelf life extension.
"We are delighted to be the first UK retailer to embrace this technology on such an important product category as Melons, this will give us greater flexibility within the supply chain that will result in our customers getting a better quality product," confirmed Francisco Megias, technical manager at Asda's own import and distributing company International Produce Ltd.
Jutta Fiford, European sales director of It’sFresh!, said: "We officially launched 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.
"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."
The It’sFresh! e+ ethylene remover technology has been jointly developed with Johnson Matthey Plc, and is highly adaptive to many different types of packaging and can be flexibly used throughout the whole fresh produce supply chain from grower to importer and from retailer into the consumer’s home. It is currently available as impregnated sheets, and pads. It represents an investment to-date of approximately £10 million.
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