Seattle-based start-up Stixfresh aims to combat food waste through a new sticker which it claims can keep fruit fresh for up to 14 days longer.
The sticker’s coating is made up of a formula of beeswax and other natural ingredients, which have a GRAS (generally recognised as safe) status in accordance with the US Food and Drug Administration.
Compounds within the formulation work together to create a protective layer around the fruit. Stixfresh studies conducted through collaborations with industry experts have shown that by slowing down the ripening process, Stixfresh can extend the freshness of a wide variety of fruits by up to 50%.
“We’re not creating a new step in the process, we’re replacing it with a better product,” says Moody Soliman, co-founder of Stixfresh.
“In the US alone, from farm to fridge, 52% of fresh fruits and vegetables go to waste. Globally, that’s an annual loss in the tens of billions of dollars. According to the Natural Resource Defense Council, the average US household loses $1,800 annually to food waste.”
The idea behind Stixfresh was originally developed by Malaysian inventor Zhafri Zainudin. The partnership to introduce the product worldwide began after Soliman and Zainudin had a chance encounter through an industry conference in Dubai.
“We immediately saw the promise of Stixfresh at a global level,” said Soliman. “Because we were able to offer our technical background, expertise in product development and a shared vision to impact people’s lives and solve global challenges, it was a great fit.”
While the entrepreneurs see high potential demand for Stixfresh at the commercial level for large producers, they also believe they can provide a solution to individual consumers and families that eat fresh, organic products and want to make a positive global impact with their choices, as well as address their own household food waste.
“The beauty is in the simplicity,” said Soliman. “By just adding the sticker to fruit you can keep it farm fresh by up to two weeks and save money.”
In February, Stixfresh will launch a crowdfunding campaign to give consumers the first opportunity to test the product and join the brand in its mission to create the most effective solution possible.
© FoodBev Media Ltd 2019
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