PìFresc® – Freshness saving device for shelf-life extension

Company and project background

Can you give us a brief overview of your business and the specific project you implemented?

Agreenet is an Italian biotechnology company developing sustainable, plant-based solutions to extend the shelf life of fresh food and reduce food waste across the supply chain. Our core offering is based on active packaging technologies using naturally derived compounds, designed to replace synthetic preservatives and improve the efficiency of food distribution systems.

Our flagship product, PìFresc®, is a biodegradable active device that can be easily integrated into existing fruit and vegetable packaging. Once placed inside the package, it releases natural compounds that slow down the growth of fungi and bacteria, extending shelf life without requiring changes in machinery or workflows.

What motivated you to make your business more circular?

Agreenet’s decision to move toward more circular solutions was primarily driven by the need to address a critical inefficiency in the fresh food supply chain: the high level of food waste caused by limited shelf life and inadequate preservation methods.

From a market perspective, we observed that fresh produce distributors and exporters face significant economic losses due to spoilage, often ranging between 5% and 10% of total volumes. At the same time, existing solutions such as chemical preservatives or controlled atmosphere systems present limitations in terms of cost, complexity, and environmental impact.

This created a clear opportunity to develop a simpler, more sustainable solution that could be easily integrated into existing workflows without requiring additional infrastructure. The development of PìFresc® device was therefore motivated by the need to combine operational simplicity with improved performance in shelf-life extension.

Implementation process

What were the main objectives of your feasibility study?

The circular project was initiated within the Up2Circ program in 2024, with the goal of validating the technical, economic, and operational feasibility of PìFresc®.

The main objective of the feasibility study was to validate the technical, economic, and operational viability of the PìFresc® device as a scalable solution to extend the shelf life of fresh produce and reduce food waste across the supply chain.

The project focused on developing and testing prototypes, assessing market demand, and identifying potential partners for pilot implementation. During the project, we successfully developed two working prototypes and demonstrated a shelf-life extension of up to 25–30% in controlled conditions, while also validating strong interest from key industry stakeholders.

A key component of the study was the evaluation of environmental impact. The project explicitly included objectives related to reducing food waste, improving resource efficiency, and minimizing indirect environmental impacts associated with spoilage and cold storage.

What activities did you carry out during your project?

The project was structured as a six-month feasibility study, following a clear and progressive approach from planning to execution, covering market, technical, financial, and operational aspects.

The main activities carried out during the project included:

1. Project planning and alignment
2. Market research and stakeholder engagement
   This phase included qualitative interviews with key stakeholders such as exporters, distributors, and packaging operators, allowing us to assess market needs and adoption potential.
3. Technical development and validation
   We developed and tested two prototypes of the PìFresc® device under controlled laboratory conditions.
4. Environmental and impact assessment
   We defined and monitored key indicators related to food waste reduction, CO₂ emissions, and energy savings, enabling a structured evaluation of the solution’s potential environmental benefits.
5. Financial and business model development
6. Operational feasibility and implementation planning
   We analyzed how the device could be integrated into existing packaging processes without requiring changes in infrastructure and developed a roadmap for pilot deployment with industrial partners.

Throughout the project, multiple functions were involved, including R&D, business development, and management. In addition, external stakeholders such as potential customers and industry partners were actively engaged through interviews and early collaboration discussions, contributing to the validation of both the technical solution and the market opportunity.

What feedback did you receive from stakeholders (customers, suppliers etc.)?

The feasibility study included extensive engagement with stakeholders across the fresh food supply chain, whose feedback confirmed both the relevance of the problem and strong interest in the solution.

Stakeholders emphasized the need for simple, low-cost technologies that can extend shelf life without requiring infrastructure changes. In this context, the PìFresc® device was valued for its ease of integration and compatibility with existing systems.

Sustainability also emerged as a key driver, with growing demand for plant-based and non-chemical solutions aligned with regulatory and consumer expectations.

At the same time, important adoption factors were identified, including the need to prove consistent performance in real conditions, clearly demonstrate cost-benefit and ROI, and validate the solution through pilot testing.

Overall, this feedback process was crucial in confirming both the technical validity and market fit, supporting the next phase of pilot deployment and commercialization.

Impact & Outcomes

What were the main results and outcomes of the project for your company?

The feasibility study delivered important technical and business results for Agreenet. It confirmed the technical viability of the PìFresc® device, with two prototypes showing up to 25–30% shelf-life extension and proven antimicrobial effects.

Market analysis revealed strong interest and a good product–market fit, especially due to the device’s simplicity and easy integration into existing packaging systems.

From a business standpoint, the project defined a sustainable model, including pricing and a break-even point of about 250,000 units per year.

Additionally, initial partners were identified for pilot testing, supporting the transition toward early commercialization.

Overall, the study moved Agreenet from an early concept to a validated solution with a clear path to scaling and market entry.

Did you detect a positive impact of circular transition for your company and for the environment?

From a company perspective, the project strengthened Agreenet’s position as a provider of sustainable agri-food technologies, demonstrating that reducing food waste can also improve efficiency and profitability.

From an environmental standpoint, the study identified measurable benefits of the PìFresc® device, including:

• 10–12% reduction in food waste
• ~50 tons/year reduction in CO₂ emissions
• Energy savings of about 4.5 kWh/year/m³
• Shelf-life extension up to 25–30%

These results are based on feasibility assessments, lab validation, and real-world scenario analysis.

Beyond quantitative impacts, the solution also contributes to reducing reliance on synthetic preservatives, improving resource efficiency, and promoting more sustainable supply chains.

Overall, the study confirmed that PìFresc® can significantly reduce inefficiencies in the fresh food system while supporting both environmental sustainability and economic performance.

Have you already implemented any changes?

The project has already driven significant changes in both technical development and business strategy, although full-scale implementation is still in preparation.

Technically, the PìFresc® device has evolved from a concept to a validated prototype and is now part of ongoing R&D, with feasibility insights guiding further optimization.

From a business perspective, the study has shaped the go-to-market strategy, integrating stakeholder feedback into customer development, pilot planning, and value proposition design. Key actions include:

• engaging partners for pilot projects in real supply chain conditions
• incorporating ROI-focused positioning into the commercial strategy
• refining the operational model for easy integration into existing processes

While not yet industrialized, the project has built a solid foundation for implementation, with pilot activities already being planned.

Scaling is a priority, with plans to expand across food categories and markets through partnerships. The solution’s simplicity and compatibility with existing infrastructure support rapid adoption.

Lessons learned

What key lessons did you learn regarding circular innovation?

One of the key lessons we learned is that circular innovation must be closely aligned with real operational needs. Sustainability alone is not enough to drive adoption—solutions must also be practical, cost-effective, and easy to integrate into existing workflows. In our case, the simplicity of the PìFresc® device and its compatibility with current packaging systems proved to be just as important as its environmental benefits.

Another important lesson is the value of early and continuous stakeholder engagement. Direct interaction with potential customers helped us better understand real constraints, expectations, and decision drivers. This significantly reduced uncertainty and allowed us to refine both the product and the business model in a more targeted way.

We also learned that measurability is critical. Defining clear KPIs, such as shelf-life extension, waste reduction, and potential CO₂ savings, was essential not only for internal validation but also for communicating value to partners and stakeholders.

For companies starting out in circular innovation, our main advice would be:

• Start from a clear market problem, not only from a sustainability goal
• Prioritize ease of adoption, especially in traditional industries
• Engage stakeholders early, even before the product is fully developed
• Focus on measurable impact, to support both credibility and scalability

One positive surprise was the strong interest from stakeholders in sustainable and plant-based solutions, especially when combined with a clear economic benefit. This confirmed that sustainability is increasingly becoming a competitive factor, not just a regulatory requirement.

On the other hand, a key challenge was the need to demonstrate performance in real-world conditions. While lab results are essential, stakeholders require validation in operational environments before committing to adoption. This reinforced the importance of pilot projects as a critical step toward commercialization.

Did you encounter any challenges?

The project faced several typical challenges related to developing and validating an innovative agri-food solution.

A major technical challenge was ensuring consistent performance of the PìFresc® device across different conditions and products. This was addressed through iterative testing, controlled lab validation, and planning for real-world pilots.

Another key barrier was proving effectiveness in operational environments, as stakeholder adoption depends on validated large-scale performance. This is being tackled through upcoming pilot projects with selected partners.

From a market perspective, slow adoption in a risk-averse industry required simplifying the value proposition, emphasizing ease of use, no infrastructure changes, and clear economic benefits.

Financially, limited resources posed a challenge, which was managed through careful prioritization and efficient allocation, focusing on critical areas such as prototype validation and market engagement.

If you could do your project again, what would you do differently?

If we were to repeat the project, we would primarily focus on starting real-world validation earlier in the process.

While the feasibility study provided strong technical validation in controlled conditions, we learned that stakeholders place significant importance on performance in real operational environments. Anticipating pilot testing, even at a smaller scale, could have accelerated feedback loops and reduced time to market.

Another aspect we would strengthen is earlier engagement with commercial profiles and go-to-market expertise. While the project was strong from a technical and analytical perspective, involving sales and business development resources earlier would have helped refine the value proposition and customer acquisition strategy more quickly.

We would also aim to streamline certain analytical activities, particularly in the initial phases. In some cases, we invested significant time in structuring frameworks and impact indicators, which, while valuable, could have been simplified to allow faster execution on testing and validation.

At the same time, we would maintain key elements of the approach, such as stakeholder engagement and iterative development, which proved to be highly effective in reducing uncertainty and validating the solution. Overall, the main lesson is the importance of balancing analysis and execution: ensuring sufficient structure and measurement, while moving quickly toward real-world application and market validation.

Future plans & recommendations

What are your next steps towards circular transition?

Agreenet’s next steps focus on moving from feasibility validation to real-world implementation and scaling of the PìFresc® device.

The immediate priority is launching pilot projects with partners in the fresh produce sector to validate performance in operational conditions, collect data, and strengthen the value proposition.

At the same time, the company is refining its business model to reduce adoption barriers, including more flexible commercial approaches that facilitate integration into existing supply chains.

Partnerships are central to this phase, involving producers, distributors, packaging companies, and industrial partners to support testing, integration, and market expansion.

In parallel, Agreenet will continue R&D efforts to improve performance, expand applications, and enhance sustainability.

Overall, the goal is to accelerate adoption of the solution, progressing from pilot validation to full commercial rollout across multiple markets.

Is there any advice you would give to other SMEs looking to adopt a circular business model?

SMEs aiming to adopt circular business models should start from concrete business problems rather than abstract sustainability goals. Successful solutions address real challenges such as waste reduction, efficiency improvement, or cost savings.

A key step is identifying inefficiencies in the value chain and applying practical, scalable circular approaches. Early engagement with customers and stakeholders is essential to validate needs, refine the solution, and ensure market fit.

Simplicity and ease of integration are critical, especially in traditional sectors, as solutions requiring minimal process changes are more likely to be adopted and scaled.

Common pitfalls include focusing too much on technology without market validation, neglecting real-world testing, overcomplicating solutions, and treating sustainability as separate from economic value.

Overall, circular innovation should balance environmental impact with practicality, ensuring solutions are both effective and economically viable.

How can policymakers or financial institutions better support businesses in adopting circular practices?

Policymakers and financial institutions are crucial in supporting SMEs adopting circular practices, especially in early innovation stages. Targeted funding for feasibility and pilot phases helps reduce risk and enables the transition from concept to validated solutions.

However, a key gap remains in supporting the shift from validation to real-world implementation, as scaling and pilot deployment often require additional resources that are hard for SMEs to access.

Access to pilot environments and stronger industry connections is also essential, as collaborations with established players can accelerate adoption and market entry.

Flexible financial instruments (e.g., blended finance, milestone-based funding, tax incentives) and advisory support on regulation and market strategies are important to help SMEs scale effectively.

Overall, strengthening the link between validation and commercialization, improving access to testing environments, and integrating funding with partnerships and market access would significantly enhance SMEs’ ability to scale circular solutions.