Eden Prairie, Minn.-based It’s Fresh! announced a new sustainability goal, the diversion of 10 million lbs of fruit from the waste-stream by 2015 as a result of its technology. According to the company, it helps by extending the quality of fruit one to three days during the “last mile” where most of the waste occurs.

It’s Fresh! is a paper-thin, food grade sheet developed to trap ethylene, the natural ripening hormone that contributes to premature spoilage. It has been proven to extend the shelf life of berries, stone fruit, tomatoes, avocados and other fruit.

For more information, visit www.itsfresh.com.