Catalytic Generators brings proven ripening solutions to Fruit Attraction 2025

Hosticultural ethylene system expert Catalytic Generators is set to return to Fruit Attraction in Madrid, Spain. From September 30 to October 2, the company will welcome visitors in Hall 10, Stand 10A25, where it will showcase its singular focus on ethylene in a competitive and evolving market. 

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

“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,” says Akins. “We want visitors to understand that ripening can be easier, safer, and more affordable than they think.”

Catalytic Generators—built by ethylene specialists

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, thereby mitigating the risk of dangerous concentrations.

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.

“Our clients like that they can see what they’re working with,” says Akins. “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.”

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. The company expects distribution in Spain to be ready soon, further demonstrating its focus on customer proximity.

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

This is critical, they say, as growers need consistency with the products they use on their fields. They've even had customers switch providers due to a lack of supply security. 

“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,” says Page.

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. 

“Our expectations for the coming year are clear: more approvals and more sales,” says Greg Akins. “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.”

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