'Rescued Fruit' drinks are prepared with ingredients like overripe bananas, bruised fruits or other oddly shaped produce that would otherwise go unsold in stores simply based on appearance. While these kinds of produce are perfectly edible, they lead to the production of food waste.
Rather than continuing to let heaps of perfectly edible produce rot away each day, Rescued Fruits works with fruit importers, traders and farmers to repurpose and sell the fruit in new forms like jams or fresh juices.
As food waste issues come to light, Rescued Fruits is an example that's in line with ugly fruit campaigns and initiatives being taken on by grocery stores and other retailers in order to cut down on waste.
Key Themes Behind This Trend
- Rescued Food Products
- There is an opportunity to produce other rescued food products from imperfect fruits and vegetables beyond just beverages.
- Sustainable Packaging
- As interest grows in rescuing food, there is an opportunity for packaging innovation to use recycled materials for beverages and other products.
- Circular Economy
- The concept of a circular economy is emerging where waste is avoided altogether and sustainable practices can be applied to multiple industries.
Where This Applies
- Food and Beverage
- The food and beverage industry has an opportunity to repurpose less-than-perfect fruits and vegetables into new products to reduce food waste.
- Retail
- Retailers can ensure imperfect produce is not discarded, and can instead develop in-store campaigns for rescued food products.
- Packaging
- Sustainable and innovative packaging methods can be applied to beverages and other products that use rescued fruits and vegetables.
