Catalytic Generators Builds European Momentum Ahead of 45th IFPA Appearance
October 12, 2026 | 4 min to read
Norfolk, VA — Catalytic Generators is building on the momentum generated at Fruit Attraction in Madrid as the company continues to expand its presence in the European fresh produce market and prepares for its 45th year exhibiting at the IFPA Global Produce & Floral Show.
The two events reflect complementary sides of the company’s international strategy: taking more than 50 years of U.S. fruit-ripening expertise into developing European markets while continuing to support its longstanding North American customer base and customers worldwide.
Building relationships and market presence in Europe
Catalytic Generators’ participation at Fruit Attraction marked another step in its European growth strategy, with a focus on increasing brand awareness and introducing its ethylene application solutions to a wider international audience.
“Fruit Attraction was spectacular,” said Greg Akins, President & CEO of Catalytic Generators. “We had the opportunity to reconnect with existing customers, meet prospective clients and hear directly from European ripeners and fresh produce operators. One operator is already planning to switch to our ethylene system next year, attracted by our exclusive focus on ethylene for fruit ripening and the upcoming wireless remote-monitoring capabilities of our generators.”
The company is already active in markets including Germany and the Netherlands and continues to strengthen its local distribution network. In Italy, following its first participation at Macfrut earlier this year, Catalytic Generators is expanding its fresh produce distribution presence through Brancato srl, a long-established company with extensive experience in fruit ripening using ethylene.
Spain represents another important next step. Catalytic Generators is developing relationships with local operators while working toward the regulatory approvals required to make its solutions available in the Spanish market, with further progress expected in the coming months.
“Europe remains an important growth market for us, but every market is different,” Akins added. “We are building our presence market by market, combining the right local partnerships with the regulatory work required in each country. Our priority is to strengthen our position in existing markets while preparing for new opportunities, particularly in Spain. Fruit Attraction is a valuable step in moving that strategy forward.”
From European growth to 45 years at IFPA
Catalytic Generators will now turn its attention to the IFPA Global Produce & Floral Show (October 14–16, 2026, in Orlando, Florida), returning to the market where its business began and where it has built relationships with fresh produce operators over more than five decades.
“We’ve been doing this for more than 50 years, and it all started here in the U.S., so sitting down with our large North American customer base is still one of the most valuable things we do all year,” Akins said. “This is our 45th year exhibiting at IFPA, so we know exactly what that kind of exposure does for our products. And because the show draws a truly global audience, we also meet packers, shippers and ripening operators from markets we might not otherwise reach.”
For Catalytic Generators, personal contact remains particularly important in a specialized business where every ripening operation has its own requirements.
“A conversation on the show floor often does more than a dozen emails,” Akins said. “Someone describes their ripening room, we talk through the generator, the ethylene concentration they need, the ventilation, the controls — and they leave understanding how the system fits their operation.”
More than 50 years focused on ethylene application
Catalytic Generators specializes in ethylene application for the controlled ripening and degreening of bananas, avocados, tomatoes, citrus, mangoes, stone fruit and other commodities. Its ethylene generators and Ethy-Gen® II Ripening Concentrate provide operators with a simple and controlled way to produce the ethylene required inside the ripening room.
At IFPA, Catalytic Generators will once again share its booth with sister company QA Supplies, which provides quality-control and monitoring equipment for the perishables industry, including thermometers, data loggers, refractometers, fruit firmness testers and air and ethylene analyzers.
“Ripening is only half the picture — you also have to measure what you’ve got,” Akins said. “QA Supplies gives our customers the instruments to verify pulp temperature, firmness, sugar content and ethylene levels at every stage of the supply chain, so the quality they promise is the quality that arrives.”
Company representatives will be available throughout IFPA to discuss ethylene application, generators and Ethy-Gen® II, as well as practical questions related to commercial fruit ripening.
Visitors can find Catalytic Generators and QA Supplies at booth #3235.
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.