Phresh way to combat waste

The international marketing magazine for fresh produce buyers in Europe
Carl Collen

BY CARL COLLEN

Phresh way to combat waste

Company launches Kickstarter crowdfunding campaign as it looks to raise US$20,000

Phresh way to combat waste

Amit Gal-Or

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Israeli start-up group Phresh is raising funds to complete the building and delivery of its Food Protectors product, an organic and healthy solution designed to save fruits and vegetables from spoiling in consumers' homes.

Phresh has launched a new Kickstarter crowdfunding campaign in order to raise US$20,000 that will help provide what it calls the 'Heroes of the Kitchen', a concept "mixing sustainability and heroism".

The Food Protectors product  offers organic technology to increase the shelf-life of fruits and vegetables by three times, the group claims, allowing people to enjoy healthier foods for longer periods of time.

The product comes in the shape of an apple (red or gold) and robot (white), in which Phresh's powder is inserted. The product is based on an organic, non-toxic powder developed by Phresh, which dissolves into the atmosphere and eliminates bacteria and fungi while oxygenating the area. As a result, no physical application upon the produce is required, and no additional smells or tastes can be sensed.

Currently, one single patch of Phresh's powder is designed to extend the shelf-life of cucumbers, tomatoes, potatoes, eggplants, apples, lemons, lettuce, grapes, mushrooms, strawberries and peppers, with more fruits and vegetables to be added soon.

"Phresh's Kickstarter campaign will help us realise our vision of creating heroic solutions that make our personal lifestyles sustainable," explained Amit Gal-Or, founder and CEO of Phresh. "Each household that will use Food Protectors will be able to save up to US$400 per year from the loss of spoiled fruits and vegetables, while contributing to bettering humankind's environmental footprint.

"Countless areas of our lives are touched by constant improvements - our TVs get better, our smartphones become faster, and the services we receive get quicker all the time," Gal-Or added. "But food spoilage, which touches the lives of each one of us, hasn't seen attractive improvements - until now."

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