The technology has been licensed to It’sFresh! Incorporated and is being further tested on fruit, flowers and vegetables around the world. The e+™ active is available as a label, a sheet, a pallet cover and as sachets. Full commercial launch by It’sFresh! is expected in 2009. By extending the life of fresh produce, it could also promote increased consumption of fruit and veg among consumers in a win–win situation for all.