U.K.'s Tesco rolls out tomatoes packed with small plaster-style strip called It's Fresh!, which contains clay and other minerals to absorb ripening hormone ethylene, extend shelf life

Graziela Medina Shepnick

LOS ANGELES , May 14, 2012 (Industry Intelligence) –

U.K.'s Tesco PLC has introduced tomatoes packaged with a small plaster-style strip that works to extend shelf life by absorbing the ripening hormone ethylene, reported Packaging News on May 11.

Adding It’s Fresh!, which contains clay and other minerals, to existing packaging will allow Tesco to guarantee the tomatoes stay fresh for an extra two days, based on test results, according to U.K.-based It’s Fresh Ltd.

Tesco is the latest retailer to use the It’s Fresh! technology, Packaging News reported.

Trials show “it consistently extends product life, even with U.K.-grown varieties,” said Robert James, technical manager of Thanet Earth, a greenhouse grower that is part of Paddock Wood, England-based Fresca Group Ltd.

“We’re delighted to have been chosen as the first European grower to pilot It’s Fresh! on tomatoes with Tesco,” said James, reported Packaging News.

The pack’s graphics will detail how the “Finest” tomatoes stay fresher longer. The packaging is expected to cut waste and boost sales of the tomatoes. “It’s Fresh! … is changing the game for the whole of the fresh produce industry,” said Steve Deeble, Tesco’s technical manager.

The trials on U.K. Sunstream tomatoes from Thanet Earth were done in a commercial depot pilot with Tesco during February and March of this year. Tesco is based in Dundee, England,

Earlier, Leeds, England-based retailer Marks & Spencer PLC used It’s Fresh! on the bottoms of punnets of strawberries it sells, reported Packaging News.

The primary source of this article is Packaging News, London, England, on May 11, 2012.

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