Catalytic Generators Returns to Fruit Attraction with Proven Ripening Solutions: Making Ethylene Simple

Catalytic Generators, the expert in ethylene application systems for fruit ripening, is set to return to Fruit Attraction in Madrid from September 30 to October 2. The company will welcome visitors to Hall 10, Stand 10A25, where it will showcase how its singular focus on ethylene sets it apart in a competitive and evolving market.

President & CEO Greg Akins and VP & COO Steve Page will represent the company, connecting with ripening professionals from across Europe.

Greg Akins says:

“Fruit Attraction is a critical platform for us to reconnect with customers and introduce new prospects to the simplicity and cost-effectiveness of our ethylene solutions. We want visitors to understand that ripening can be easier, safer and more affordable than they think. That’s exactly what we deliver.”

Built by Ethylene Specialists: Delivering Purity, Visibility and Reliability

Unlike multi-gas suppliers, Catalytic Generators is built on a singular promise: to make ethylene application easy, safe, and cost-effective. The company’s flagship Easy-Ripe® generators, fueled by Ethy-Gen® II concentrate, are designed to deliver high-purity ethylene without the use of inert gases to mitigate the risk of dangerous concentrations.

Greg Akins explains:

“Our system is inherently safe and cannot produce explosive ethylene levels. The result is better ethylene levels at a lower cost.”

This purity translates into unmatched operational control. Ethy-Gen® II starts as a visible liquid, enabling ripeners to verify the quantity received, monitor usage and minimize the risk of running out – something not possible with gas cylinders.

Greg Akins adds:

“Our clients like that they can see what they’re working with. After a 24-hour ripening cycle, they simply check that the generator is empty to confirm application. It’s a simple visual check, not a guess based on pressure gauges or tank weight.”

The generators produce ethylene inside the ripening room, eliminating the risk of gas escaping from the tube delivery system, which can happen with external cylinder systems. Customers can set the generator’s ethylene output upon initial use with in-room ethylene measurement. After adjusting the output to achieve the desired level, further measurements are rarely needed as the generator’s performance has been repeatable and reliable for many years.

Greg Akins says:

“It’s set-and-forget reliability. That’s a huge benefit for busy ripening operations.”

Driving Growth and Delivering Trust Across Europe

Over the past year, Catalytic Generators has continued to strengthen its presence in Europe, with particular growth in the Netherlands and Germany. Local distributor partnerships in the Netherlands, Italy and Greece ensure fast delivery, technical support, and consistent inventory. Distribution in Spain is expected soon, further demonstrating the company’s focus on customer proximity.

Steve Page states:

“We believe in local support and fast service. If ripeners need us, we’re nearby.”

Critically, the company’s complete focus on ethylene ensures reliability where it matters most.

Steve Page adds:

“We’ve had customers switch to us because their supplier didn’t have inventory to take care of their ripening needs. Since ethylene is our only product, there is no way we will let a customer run out. We ensure that our European distributors are well-stocked for immediate shipment.”

In response to customer needs, Catalytic Generators is also launching a leasing program in select countries, giving eligible companies access to its generator technology with minimal capital investment and a fast exchange program for ongoing service. With approval for Ethy-Gen® II already in place in several countries, including Germany, and pending in Spain, Portugal and others, the company is optimistic about continued growth.

Greg Akins says: 

“Our expectations for the coming year are clear: more approvals and more sales. We’ve spent time in the markets, showing ripeners the real cost and performance benefits of our system. That personal commitment is building lasting relationships.”

Meeting Market Shifts with a Simple and Effective Solution

Across Europe, fruit ripening practices are evolving in response to shifting consumer demand and the adoption of new technologies. The ripening of avocados is expanding, as more retailers aim to offer fruit that is ready or nearly ready to eat. Catalytic Generators’ ethylene systems are designed to deliver consistent, repeatable results, helping ripeners meet these expectations with ease.

At the postharvest level, ripeners have access to more non-destructive tools, such as dry matter and BRIX meters, to better assess fruit maturity before and after ripening. Meanwhile, energy efficiency is becoming a top priority, with modern ripening rooms now outperforming older ones while reducing operating costs.

Through it all, the need for simple, cost-effective ethylene application increases, and that’s where Catalytic Generators excels.

Greg Akins explains:

“We make ethylene the easiest part of ripening operations.”

This message resonates with customers. One European operator praised the consistent results across different rooms:

“The performance of the smaller ethylene generator was remarkable, just as effective as an entire cylinder installation.”

Meanwhile, an avocado customer reported:

“Ethy-Gen® II concentrate and generators are about three times less costly than cylinders in terms of expenses.”

Expertise, Custom Support, Unmatched Reliability: Partnership for Peace of Mind

With more than 50 years of ripening expertise, Catalytic Generators offers a complete solution extending beyond the equipment. Its team provides technical support, training, and even custom solutions like the XT version of the Easy-Ripe® generator, which mounts outside the ripening room – ideal for compact spaces. Above all, the company brings peace of mind.

Greg Akins concludes:

“We don’t sell a hundred gases. We sell one: ethylene. That means we never run out, and neither do our customers.”

About Catalytic Generators

With over 50 years of experience, Catalytic Generators is a family-owned company dedicated exclusively to ethylene application systems and known for making ethylene easy, safe and cost-effective. Based in Norfolk, Virginia, USA, it operates across the globe, supplying fresh produce companies, grocery distribution centers, and growers with the tools to ripen avocados, bananas, tomatoes, and more. It helps customers simplify operations and achieve consistent, predictable results with its high-purity ethylene solutions backed by professional support, local distribution, and customized services. Catalytic Generators’ commitment to quality and customer partnership ensures a reliable and timely supply of ethylene for customers worldwide.