Digitizing the food supply chain by Fresh.Land
The food industry’s model is broken. Moving food from farm to family dinner table can take months as it travels through a number of middlemen before arriving to the supermarket shelf.1 To endure the journey, the food is filled with chemicals. The end result: Food that is months old, chemically laden, tasteless, and with little nutritional value left.
There are a number of benefits driven through Fresh.Land’s approach like receiving fresher food with less chemicals. CO2 emissions from cold storage are cut by up to 30 times. And food waste is diminished. If the Fresh.Land concept could take a market share of 20%, the 88% savings of the energy used for storage and reduced food waste by 10% would save 12.7 million tons of CO2 annually by 2026.
To date, Fresh.Land has concentrated on fruits (e.g., clementines, lemons, grapefruits, avocados, persimmon, physalis, pomegranate, melons, loquat, blueberries, raspberries) and vegetables (e.g., tomatoes, courgettes, cucumbers, eggplants, pepper fruit). In the future, the company plans to offer a full range of fruits and vegetables straight from the farm to supermarket shelves.
Fresh.Land was founded by Mathilde Jakobsen (CEO) and Filipe Leal (COO). Mathilde is a native of Denmark and worked for Coloplast, a Danish medical device company. She is a consumer food activist, currently writing a book from her firsthand experiences in the food industry. Filipe is from Portugal and has a back-ground in management consulting with McKinsey. He has ‘farming in his blood’ – he helped his father turn around the family farm at a time when it was struggling to be profitable.
The climate innovation:
If the Fresh.Land concept could take a market share of 20%, the 88% savings of the energy used for storage and reduced food waste by 10% would save 12.7 million tons of CO2 annually by 2026.
Mathilde Jakobsen, CEO