Sustainability across the whole chain — from grower to the moment it's eaten
Sustainability is often seen as something that happens at the end of the chain. But the fruit that gets thrown away has already travelled far — chilled, handled and packed before it's discarded. By then the resources are already spent. We work the other way around. Sustainability begins with the producer and follows the fruit all the way.
Waste starts earlier than you'd think
A large share of all food waste is decided long before the shelf. Fruit that will never meet the market's requirements is still picked, packed and transported halfway around the world, only to be sorted out at the other end.
By the time the fruit is discarded, the energy, water, cooling and emissions are already spent. On something no one eats. One in three avocados is thrown away in Swedish homes — but in the chain behind it, the waste has often begun much earlier.
We start with the producer
That's why we work together with our producers to assess quality already at the source. Fruit that doesn't meet the requirements shouldn't travel the world to become waste. Instead, we make sure it comes to use locally, where it's grown.
The effect is twofold. Fewer unnecessary transports, and resources that actually do good rather than being lost along the way.
Controlled ripening for the fruit that travels on
For the fruit that does move on, precision takes over. Softripe is an algorithm-driven ripening process in which oxygen, carbon dioxide, ethylene, temperature and humidity are controlled through nine stages, recreating the exact atmosphere the fruit would have ripened in naturally.
The result is fruit that ripens from the inside out, makes full use of its own natural fats and gains up to double the shelf life — for avocados, 12–14 days longer than with traditional ripening. With more consistent quality and better taste on top.
Value at every step
The effect shows all the way through. Longer shelf life means more time to sell and to eat. Consistent quality means fewer complaints and less sorting. Better taste means fruit that actually gets eaten rather than thrown away.
When Holy Greens switched to Softripe-ripened avocados, their waste fell by 55 percent. Less waste in store. Less waste at home. The same fruit, better used.
Sustainability isn't one step. It's every step
From producer to plate, the fruit passes more decisions than most people realise. Every decision is a chance to save resources or waste them.
By starting at the source, transporting only what should be transported and ripening with control, we make sustainability a consequence of how the chain is built. And the goal is simple:
Sustainably ripened fruit as the norm on every menu and in every home.