What others consider waste, Fooditive considers a primary resource. Its new 100 % natural sweetener is produced from apple and pear leftovers, making it a chemical- and allergen-free sugar substitute. The sweetener came into fruition after founder and food scientist the Jordanian, Moayad Abushokhedim noticed that the multi-billion-dollar industry had been dominated by unhealthy sweeteners and had seldom seen change. Cue Fooditive.

Fooditive’s “mission is to develop food additives that contribute to a healthier body and a healthier environment” (Abushokhedim) with sustainability at its core. In 2019, Fooditive caught Rabobank’s attention and was awarded the Innovation Loan.

“Fooditive contributes to the European food industry by offering healthy alternatives to chemical sweeteners. Additionally, this product helps battle food waste. This fits in with our vision of Banking for Food: Rabobank wants to facilitate and support entrepreneurs in the agricultural and food industries, now and in the future to contribute to a more sustainable way of feeding the world” (Wiel Hopmans, SME account manager at Rabobank Rotterdam).

Fooditive is currently developing a range of other products in food ingredients, the specifics of which will be revealed later this year. The sweetener complies with EU organic standards, which has led to Fooditive being awarded the Skal certification meaning it can also produce an organic sweetener next to its regular one. In 2019, Fooditive have partnered with sustainable third-party production company Bodec. Allowing the zero-calorie sweetener to reach consumers through products in Dutch supermarkets. This year, it will be further distributed to various food and beverage companies across the Netherlands.

Last year, Fooditive began collaborating with Rotterdam Circulair, an organisation that is dedicated to reducing, re-using and recycling waste and whose ultimate goal is to transition from a linear to a circular economy by 2030. Fooditive plays a major role in achieving this target because its sweetener is transforming and challenging the long-standing sugar-substitute industry from a greener, healthier and more sustainable perspective.

It is not just the Netherlands that is interested in Fooditive, Sweden also wants to pear up. In October 2019, €100,065.63 was raised to set up the now registered branch in Stockholm. Future plans include expanding to the UK and Jordan. By starting production in these countries, Fooditive aims to reduce its carbon footprint and contribute to an all-round better future.

What can fresh produce companies do to combat climate change and to protect the people who work in their supply chains, while at the same time maintaining viable, profit-making enterprises? With sustainability becoming an increasingly urgent challenge in so many different areas, FRUIT LOGISTICA has published the most far-reaching investigation ever undertaken into the environmental and ethical sustainability challenges faced by today’s fruit and vegetable business.

Entitled Do The Right Thing (Right) and produced by RaboResearch Food & Agribusiness, the FRUIT LOGISTICA Trend Report 2020 outlines the most important sustainability issues for the industry, including key areas of concern like water conservation, food waste, packaging, chemical use, energy consumption and treatment of workers.

It also sets out what has become a compelling business case for a range of sustainable practices, as well as offering compelling examples of how producers, distributors and retailers are treating people and the planet better by making important changes to the way they operate. Finally, it presents a proposed roadmap towards making sustainability an integral part of any company.

“There is a strong business case for sustainability, including a reduction of risks and establishing a long-term position as a trusted partner for internal and external stakeholders,” says report author Cindy van Rijswick. “There are, of course, challenges too, which the industry must address.”

Available as a free download from the FRUIT LOGISTICA website, Do The Right Thing (Right) incorporates information and insight from across the global fruit and vegetable marketplace, making it a valuable resource for anyone working in the industry.

The full Trend Report 2020 is available here