The Italian ripening market opens a new stage with Catalytic Generators

Italy is one of the main European fresh produce markets, especially in categories where controlled ripening is key. According to FAOSTAT, the country imports more than 600,000 tonnes of bananas per year, making it one of the largest markets in Europe and reinforcing the need for efficient and reliable ripening operations across the supply chain.

At the same time, consumption patterns continue to evolve. According to CBI, avocado demand in Europe has grown significantly in recent years and is expected to continue rising. Avocados are projected to become the second most traded tropical fruit globally by 2030 and are already the second most valuable imported fruit in Europe. In 2024 alone, European imports reached €3.5 billion, of which €2.8 billion came from developing countries. This growth reinforces the need for precise and controlled ripening processes in emerging markets such as Italy.

Italy is also one of the main European producers of persimmon, a category in which ethylene application is already well established in postharvest operations. The combination of mature and growing categories increases pressure on ripening operators to deliver consistent and repeatable results at scale.

Ensuring fruit quality, maintaining operational efficiency, and complying with strict European regulations is becoming a priority. As supply chains become more complex and demand for uniformity increases, ethylene application is emerging as a critical control point.

Supply stability, a growing concern

In addition to these structural trends, supply stability is becoming an increasingly important concern for ripening operators due to recent geopolitical events.

As Greg Akins, President and CEO of Catalytic Generators, explains: “Ethylene is a high-demand raw material used across multiple industrial sectors, not only fruit ripening. Recent geopolitical conflicts are putting increasing pressure on availability and price stability in some regions. This makes supply reliability a growing concern for ripening operations. To address these risks, our systems allow ethylene to be generated on-site, helping operators reduce dependence on external supply chains, gain greater control over supply, and limit exposure to volatility.”

Catalytic Generators strengthens its presence in Italy after Macfrut

Catalytic Generators used its first participation in Macfrut to connect directly with Italian operators and better understand the specific needs of the market. The trade fair marked an important step in the company’s European expansion, following several years of regulatory work and market approvals in key regions.

Macfrut was not only a technology showcase, but also the starting point for direct conversations with ripening professionals. These contacts confirmed the growing interest among Italian operators in simpler, safer, and more reliable solutions.

The company enters Italy with a clear objective: to gain visibility, understand local needs, and build a solid foundation in a high-potential market.

Greg Akins explains:

“Being new to the market, we want to gain visibility and be able to tell our story to as many ripeners in Italy as possible.”

A market in an early phase with clear potential

Until now, Catalytic Generators’ activity in Italy has been limited. The market is now becoming a key expansion focus. The company initially concentrated on obtaining the required Italian certifications and preparing entry conditions. It is now moving into a more structured development phase, with direct engagement with Italian ripeners.

Bananas currently represent the main application, supported by existing certifications and the maturity of this segment in Italy. At the same time, avocados are gaining importance as consumption grows, while persimmon—an important local crop—opens new opportunities. Future approvals are expected to further drive expansion in these categories.

In the short term, the company expects tangible growth. As Greg Akins notes: “As ripeners adopt our system, we expect significant sales growth over the next 6 to 12 months,” reflecting the immediate potential of the Italian market.

Simplicity and safety at the core of ripening

In response to the growing need for efficiency and reliability, Catalytic Generators simplifies ethylene application without compromising safety. Its system allows ethylene to be generated directly inside the ripening room in a controlled and repeatable way.

As Akins highlights: “Ease, simplicity, and safety are key—ripeners can pour one litre of Ethy-Gen® II Concentrate, watch the ethylene dissipate, and know it has been applied correctly.”

This approach provides clear operational advantages. By producing ethylene directly in the room, the need to handle compressed gas cylinders is eliminated. This reduces complexity and improves operational safety. It also facilitates regulatory compliance by removing risks associated with high-pressure systems. All these benefits allow ripeners to deliver consistent fruit quality without adding complexity to their processes.

Unlike other suppliers that work with multiple industrial gases, Catalytic Generators focuses exclusively on ethylene. This specialization results in deeper technical expertise, consistent supply, and dedicated support for ripening companies.

The next growth phase in Italy

After Macfrut, Catalytic Generators will continue developing its presence in Italy through direct engagement with ripeners and progressive commercial expansion. The focus is on building relationships, supporting early adopters, and adapting its offering to the specific needs of the Italian market.

As part of this expansion, the company is strengthening its commercial network in the country. It works with established partners such as De Cloet, an Italian company based in Umbria, and is expanding its presence in Sicily alongside Brancato, a specialist with extensive experience in ethylene application in Italy.

With ongoing discussions and short-term growth prospects, Italy is positioning itself as a strategic step in the company’s European expansion.

As Akins concludes: “Following conversations initiated at Macfrut, we will continue working closely with Italian ripeners to support their operations with simple and reliable ethylene solutions.” This stage marks a more active phase in the company’s development in the country.

About Catalytic Generators

Catalytic Generators is a family-owned company with over 50 years of experience dedicated exclusively to ethylene application systems for ripening and degreening. Headquartered in Norfolk, Virginia (USA) and operating globally, it supplies fruit and vegetable companies, distribution centers, and producers with the tools needed to ripen avocados, bananas, tomatoes, and other produce, simplifying operations and delivering uniform and predictable results. Its high-purity ethylene solutions are supported by professional service, local distribution, and customized services ensuring reliable and timely supply. The company works with a network of carefully selected distributors serving different markets.

In the image we can observe Elisa Brancato, General Manager (GM) of Brancato, alongside Greg Akins, CEO of Catalytic Generators