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How were 50,000 meals worth of fruit prevented from going to waste?

by Graeme Hammer
Published: Last Updated on
Agriculture News & Updates

The B2B Fresh Produce Marketplace FruPro celebrates a huge fresh produce donation made possible through their platform and are calling for more businesses to join them in the fight against food waste.

Through the joint efforts of Kölla UK, FareShare and FruPro, the UK fresh produce industry witnessed an effective donation campaign in a sector that needs it badly. FruPro partner Kölla UK was able to donate 21 tonnes of Cat 1 (good quality) Satsuma tangerines which equated to around 50,000 meals worth of food, with an average of 420g per meal. Kölla UK labeled their produce for donation on the FruPro platform, and FruPro was able to manage the rest.

Thanks to FareShare, the supplies were distributed to foodbank networks and charity outlets that exist to support those in need. Most individuals who received the fruit were of a low or no-income background, meaning that the impact supported people most vulnerable to food shortages. For more details, read the impact report here.


No fresh produce should end up as waste
FruPro Co-founder and COO Ollie Morley-Fletcher said, “We are constantly working to make the supply chain more efficient and urgently trying to reduce food waste. Supermarkets already have good connections to food banks and charities, but the rest of the supply chain is missing this link. So, our impact focuses on the whole supply chain. Through the FruPro platform, we have given the rest of the players the chance to redistribute produce to those who need it most while also giving our users a value for that. Collaborating with FareShare, FruPro helps businesses quantify their donations. By donating and therefore helping social causes, companies can develop their brand identity to be one with an ethical cause.”

The co-founder continued, “It is fantastic to see the donation from Kölla UK and that we are beginning to get momentum with this. As we onboard more companies, and the market liquidity improves, we expect to see these donations becoming more habitual and are incredibly excited to be at the forefront of this development.”

Bego Granja Otero, procurement manager of Kolla UK, said, “The donation to FareShare was very easy, and all communication and assistance provided by the FruPro team was very good. FruPro clarified technical issues for us.”

FruPro’s efforts are necessary and open to participation from the industry
FruPro is looking for new ways to reduce food waste, so their platform connects the supply chain to make the outdated fresh produce sector more modern, efficient, and sustainable. Every business that uses the platform has the choice to easily redistribute food to charities, food banks, and communities most in need. This feature comes at no extra cost to businesses that use FruPro. See FruPro’s impact and become a part of it.


For more information:
Oliver Morley-Fletcher
Email: [email protected] 



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