For the last few decades retailers have treated flavor as a separate commodity to the food they were selling – for one price you get the item, pay more and you get the taste those in their 40s and older used to experience throughout their childhoods.
But a UAE-based multimillion-dollar startup is looking to change that and already has its eyes on Saudi Arabia with plans to start operations in the second half of 2020.
“We are trying to bring back a nostalgic connection to food that is local, that supports your local economy - but also is flavorful, is healthy, and is safe,” Pure Harvest CEO, Sky Kurtz, told Arab News.
“Our slogan at the company is ‘It tastes like it should’.”
And because the produce is grown locally its production will contribute significantly to the local economy.