We eat more fruits and veggies when we are sick, thinking they provide essential nutrients to fight diseases. But what if they do the opposite?
Chemically grown and processed fruits will surely bring undesired health consequences. Even if you go for organic ones, you get the same chemically grown fruits with organic labels. It’s the truth of the unorganized Indian fruits and vegetable market.
Let me tell you a story.
A few years ago, I happened to visit an orchard of my brother’s friend, who claimed that all the fruits he grows are purely organic. It was a big orchard. While exploring and walking around the trees, I had an urge to attend the short nature call. I asked one of
the laborers if I could find a toilet around. He pointed the finger towards an abandoned place filled with bushes that were also the boundary of the orchard. I walked towards the bushes in search of an isolated place. When getting a little deep inside, what I saw
amazed my eyes. Dozens of empty pesticide & fertilizer plastic bottles were lying around. I informed my brother about it and then got an answer from the farm owner. He said, “Organic farming requires a lot of effort and is risky as well. we have to look after the profits”.
It is pretty challenging to avail organic fruits in India because of the low ROIs for the farmers and the middlemen commissions. Not having strict rules or regulations to monitor organic farming results in businesses manipulating the market to safeguard
their profits.
But this is the one side of the story. When these fruits get into the hands of brands, it all gets worse.
Have you ever thought about how dried fruits and so-called organic juices are processed and packed to be delivered into the shelves of supermarkets?
The wide range of products available in the market is sugar-glazed because refined sugar acts as preservatives and adds sweetness.
Health-conscious people fall prey to such products due to low prices and attractive
packaging. Most of the packed juices are made with pulps, wherein flavoring chemical agents are used to enhance the taste and texture. Now the question is, should I forget about eating fruits or being health conscious?
The answer lies in understanding the right source. Unlike India, western countries have strict guidelines to monitor organic farming. The process of extraction is pure and innovative. A country in southeast Europe called Serbia is quite famous for organic food production. Serbia currently exports over 99% of organically produced food, making it a legit source of organic fruits.
Let’s get to the process. Natural fruit juices are obtained by squeezing or mashing carefully chosen fruits that are grown in Serbian farms. As no preservatives are used, the fruit content is always 100%. 1% apple juice is sometimes used as a sweetener.
Cold squeezing of fruits preserves its nutrients. Once the pressed juice is ready, it is filled in the glass containers. Unlike plastic, glass container does not contain harmful chemicals such as BPA, PVC or polycarbonate. Keeping the Indian scenario in mind, a Mumbai-based startup, Frubert decided to import these pure organic juices directly from Serbia farms to the hands of Indian consumers.
Each bottle is filled, packed, and checked in Serbian farms then sent to India.
