It's Fresh!

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Advanced material innovation to reduce global food waste


Cranfield, UK, Europe
Year Founded
Organization Type
Established Company
Stage of Development
In Market TRL 9
Value Chain Impact
Product / Package


Key Contacts

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Peter Shalson

CEO & Founder of Food Freshness Technology Holdings (FFTH)

Peter is one of the UK’s most experienced serial entrepreneurs. He is best known for creating Braitrim, the International fashion industry packaging brand. In 2010 he was one of FFTH’s first investors and by 2014 became its CEO, leading the management team through its highest period of growth to-date.
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Simon Lee

Founder Director

Simon co-founded Food Freshness Technology Holdings (FFTH) an umbrella business to facilitate investment into It’s Fresh! Ltd. He is part of the management team that has raised in excess of $20m to develop the business and commercialise some of its unique technologies into the worldwide grocery sector.
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Lawrence Matthews


Lawrence has been COO and then CTO of Food Freshness Technology Holdings (FFTH).
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Laurence Kayson

Co-Founder & Consultant

In 2010 Laurence was the founding chief executive of It’s Fresh! and its parent company Food Freshness Technology Holdings (FFTH).
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