Trends

Kromkommer – fights for the rights of veggies

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Kromkommer: did you ever hear about it? Yes? Great! No? Not very strange, since this small hip and happening company is only 2 years old. However, they do great business and that’s why I would like to put Kromkommer in the spotlight today.

Kromkommer fights against the waste of fruit and vegetables. Nowadays, 5 to 10% of all fruit and vegetables is just thrown away because of their ‘strange’ looks. Imagine that 5 to 10% of all students would not be welcome to come to university because they look different, that would be serious discrimination, right? Does your look have anything to do with your intelligence, or in the case of a cucumber or potato with the taste?

kromkommerThe food security problem is a big issue for our world. One billion people in the world suffer hunger, and the population is even still increasing. Though 30% of all produced food is wasted and part of this is the destroyment of  wonky vegetables. Kromkommer decided to take action, and brings back these crazy looking veggies to our plates. After a crowdfunding campaign in Januari 2014 they started producing delicious soups, as the first step of their ultimate goal: to see these veggies on the shelves next to their ‘normal’ brothers and sisters.

To spread the word, Kromkommer undertook quite some action to build their brand and an audience. This page, the media page of their website, contains dozens of inspiring articles published in popular media channels and by big companies, such as Algemeen Dagblad, Rabobank, and the Vakblad voor de Voedingsmiddelenindustrie. They combine their vision with trends and events, such as the Gay Pride and their own pop-up store.

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What you see is what you get. Would you like to know where you can buy their not-so-straight courgette soup? Check their popular Facebook page or website to see where you can buy their delicious products and read how you can contribute a small step in solving the food security problem.

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