European packaging innovator Fresh Inset has introduced Vidre+ Complex to the US market, a groundbreaking technology that extends the shelf life of fresh produce.

By leveraging the power of 1-methylcyclopropene (1-MCP), Vidre+ offers a versatile solution for various packaging formats, including cardboard boxes, bags, trays, and clamshells.

The technology's unique gradual release mechanism ensures optimal protection against ethylene, a natural plant hormone that can accelerate ripening and decay.

Unlike traditional 1-MCP applications, the company said Vidre+ seamlessly integrates into existing supply chain operations, requiring no major infrastructure changes.

Its customisable dose rate and size options provide tailored protection for a wide range of produce, from cherries and berries to leafy greens and tomatoes.

"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," said Tim Malefyt PhD, Fresh Inset's CTO.

"We are excited to offer a solution that extends beyond apples and pears to benefit many other produce categories."

Fresh Inset is actively exploring opportunities to incorporate its technology into flexible and cardboard packaging materials, offering brands a sustainable and value-added solution.

"The use of Vidre+ to combat the negative effects of ethylene and extend produce shelf life is not new. 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," said Kevin Frye, Fresh Inset's VP of Market Development, North America.

"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."

As Vidre+ gains traction in the US market, Fresh Inset is poised to become a leading player in the packaging innovation space.

With its focus on sustainability and operational efficiency, the company is paving the way for a future where fresh produce remains vibrant and nutritious for longer.