Beleaguered SmartFresh bosses are launching a charm offensive to combat recent negative publicity their product has attracted, and are even considering approaching consumers.

A key weapon for Agrofresh, the owner of SmartFresh, is its claim that the use of the freshness-preserving technology in the US has actually increased consumption of top fruit.

Peter Vriends, vice-president of Europe, said: “We’ve been working in the US market much longer than other markets, and during that time we’ve seen an increase in consumption there and believe that SmartFresh has played a big part in that.”

The technology has found itself under considerable fire in recent months, both from industry and the mainstream media.

The Daily Mail has carried reports criticising the technology and some in the trade have been blaming it for the oversupply of apples. However Vriends and his team are now on the offensive and have been holding a series of meetings to counteract the claims.

“We’re trying to emphasise the benefits of SmartFresh and clear up any misunderstandings. Basically the technology is designed to maintain the fresh taste of apples for consumers.

“We’ve done a lot of taste tests and at least three out of four consumers preferred SmartFresh apples. It helps retailers sell great tasting apples and satisfy their customers.”

Agrofresh is stressing the safety of SmartFresh-tested fruit, pointing to the fact that the technology has been assessed and approved by regulatory authorities in more than 20 countries.

One of the main criticisms has been the suggestion fruit can be stored longer and longer with SmartFresh, but Vriends said this is not the case: “It’s not about keeping the fruit for longer, it’s about keeping it fresher as it moves through the chain.”

The under-fire technology is not without its supporters. Ian Palmer, chairman of Pipfruit NZ said: “It has probably saved New Zealand Cox in the UK market. It’s not about long term storage, it’s about ensuring the product remains as fresh as possible within its season. It’s about ensuring consistent product throughout the season.”

Agrofresh is now in the process of developing a communication strategy to keep the market informed, from producers through to the retailers, and possibly even consumers.

“The more we tell people, the easier it will be for them to understand,” added Vriends.

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