Fresh Inset to offer freshness product in U.S.

Fresh Inset says it has introduced Vidre+ Complex to the U.S. The technology unlocks the full potential of 1-methylcyclopropene application across the entire supply chain, according to a news release.

The European company said Vidre+ makes every existing type of fresh produce packaging and label functional and adaptable into a smart version with adjustable protection against the negative effects of ethylene. Its Vidre+ Stickers can be tailored to optimize size and dose rate, ensuring effective protection for ethylene-sensitive produce in any type or size of packaging, including cardboard boxes, bags, trays and clamshells, according to the release. Branding and white-label opportunities are also available.

"The use of Vidre+ to combat the negative effects of ethylene and extend produce shelf life is not new,” said Kevin Frye, Fresh Inset's vice president of market development, North America.. “However, Fresh Inset has taken it to the next level with dose rate flexibility and gradual release technology that is operationally simple, affordable and enhances profitability.”

Fresh Inset said Vidre+ provides timed and gradual release of 1-MCP to ensure a controlled application effectively extending the freshness, quality, appearance and nutrient values of produce. This approach provides optimal protection during storage, transport and at retail, the release said.

"Research has proven Vidre+ is effective on cherries, blueberries, raspberries, table grapes, limes, tomatoes, avocados, leafy greens, broccoli, peppers and more," said Tim Malefyt, Fresh Inset's chief technology officer. "It can be used right after harvest as well as during transport or storage to provide days to weeks (depending on the crop type) of additional shelf life to freshly harvested produce, helping to keep its quality and nutritional value and remain fit for the market. We are excited to offer a solution that extends beyond apples and pears to benefit many other produce categories."

The FDA classifies Vidre+ as Generally Recognized As Safe, or GRAS, according to the company, which said said it plans to incorporate Vidre+ into flexible and cardboard packaging and PE, PP, and PET films to extend freshness without additional waste.

“This is an incredibly exciting innovation that is garnering unprecedented interest amongst growers, packers, shippers and retailers alike, as they can all easily incorporate it into their operations and benefit from it, while increasing their sustainability efforts toward food waste reduction,” Frye said. “Packaging companies are equally excited about the ability to empower their existing bags, boxes and clamshells with a freshness function and deliver added value packaging to their customers that will actually improve the freshness and quality of their produce."