Pairwise, a US-based company that uses Crispr technology and gene editing to develop new varieties of fresh fruit and vegetables, has unveiled Conscious Foods, its first consumer label.
The brand's first product line - a type of dense, nutritious leafy salad - will go on sale in 2023, marketed as a packaged salad under the name Conscious Greens. According to Pairwise, the debut item was developed with 'salad lovers looking for variety' in mind.
"When my co-founders and I started the company in 2017, we wanted to create a different kind of food+tech company, one that really focused on the end benefits of its products for consumers and customers," comments Haven Baker, chief business officer of the group. "Now, in 2022, we believe the best way to realise this vision is to launch a purpose-driven consumer brand, Conscious Foods."
THE FUTURE
Other products, including blackberries seedless, black raspberries and stone-free cherries, will be added to the range in the near future, the company added.
VIEW THIS POST ON INSTAGRAM
Pairwise has raised $115 million in funding through two rounds, and looks set to lead the way in the application of gene-editing technology in horticulture. One of the main reasons for launching a brand like Conscious Foods, he says, is to increase consumption of fresh fruit and vegetables by making them more affordable.
Currently, only one in ten adults in the US eats the amount recommended by the Centers for Disease Control and Prevention. "As a purpose-driven brand, we are supporting access to healthy food in the communities where we operate," says Megan Thomas, Pairwise's head of marketing and communications. "We know that consumers, especially young adults, are increasingly interested in mission-focused brands, and we're excited to bring purpose to the product aisle with Conscious Foods."
VIEW THIS POST ON INSTAGRAM
Conscious Foods has also created its own advisory council of nutritionists, which it says will help the brand develop new fresh products that are "convenient and easily integrated into family meals and snacks".
The brand has also partnered with Foodbank for Monterey County to "help achieve their shared goal of lowering barriers to accessing healthy fruits and vegetables." Conscious Greens will be grown in Monterey County, California, an area where an estimated 34% of residents lack consistent access to food.
Source:Fruitnet
Fruitnet is part of the NCX Media network.
