What the Project Is
Fresh.Land is an innovative and disruptive model in the food industry that connects producers and consumers directly, leading the green transition with an integrated digital solution. The project provides fresh, just-harvested fruits and vegetables directly from the farm – “FRISKHØSTET FRUGT & GRØNT DIREKTE FRA GÅRDEN” – which means that no unnecessary delays occur between harvest and table. Located across Denmark (🇩🇰 Danish site), Finland (🇫🇮 Finnish site), Germany (🇩🇪 German site), Netherlands (🇳🇱 Dutch site), and Sweden (🇸🇪 Swedish site), Fresh.Land is making waves with its spirit of sustainability and efficiency… It is crafted to revolutionize food sourcing and consumption by directly linking farms to consumers.
Main Benefit
The potential benefits of Fresh.Land are as exciting as they sound. Key figures and facts include:
- Freshly harvested fruits and vegetables delivered directly from the farm.
- Seasonal products, ensuring the very best flavors reach doorsteps in just a few days.
- An impressive LCA mapping of the avocado’s journey, validated by the Solar Impulse Foundation, which confirmed that Fresh.Land’s avocados from Spanish farmers emit 46% less greenhouse gases compared to conventional alternatives in Denmark.
- A presentation at the UN Climate Summit COP26 as one of only 20 solutions able to contribute to reducing greenhouse gas emissions by approximately 10 Mt CO2e/year by 2030 if capturing 20% of the market.
- A digital platform that cuts out 3-4 middlemen, allowing farmers to secure 20-40% more value while offering consumers fresher, tastier products and reducing the environmental footprint.
- A journey that started with B2B (supermarkets and catering companies) and pivoted to direct-to-consumer (B2C) in 2019, demonstrating flexibility and responsiveness in the market.
- A female-led startup with 20 employees operating in 3 countries and headquartered in Copenhagen.
Innovative Approach to the Food System
Fresh.Land is not just about delivering produce – it is about future-proofing our food system. By connecting farmers, logistic partners, and consumers through one integrated solution, the project disrupts the conventional food chain. Instead of waiting months, the just-in-time model makes it possible to go from harvest to delivery within days… This approach not only secures better value for farmers but also guarantees that consumers receive their produce while it is at its freshest.
Digital Platform & Efficiency
The digital platform at the heart of Fresh.Land brings a refreshing change to how food travels from the field to the fork. It creates an ecosystem where every step – from the field to the consumer’s doorstep – is seamlessly connected. This integrated approach helps cut out unnecessary middlemen and delays, explaining why the platform delivers products in a fraction of the time (days instead of months). Such efficiency not only improves the supply chain but also bolsters the economic benefits for farmers and enhances the overall consumer experience.
Awards and Recognitions
Fresh.Land has not gone unnoticed on the global stage and has received several prestigious awards that underscore its commitment to sustainability and innovation. The project was recognized as a United Nations Good For All Winner in 2021, and it also clinched the FAO Digital Excellence in Agriculture Award the same year. Earlier, in 2020, it was honored with the SDG Tech Awards Denmark, and even back in 2016, it was celebrated as a WWF Climate Solver. In addition, thanks are due to Tomorrow for highlighting the solutions that will future-proof our society during times of climate and food crises. With experts from the Solar Impulse Foundation verifying the impressive environmental impact of Fresh.Land’s approach, the accolades further validate its mission towards a greener future.
Project Impact
- SDG 2: Zero Hunger – Enhancing food security by ensuring that fresh and nutritious produce is accessible.
- SDG 12: Responsible Consumption and Production – Promoting sustainable consumption patterns and reducing waste by connecting the production chain directly to consumers.
- SDG 13: Climate Action – Lowering greenhouse gas emissions dramatically through innovative and efficient supply chain management.
- SDG 17: Partnerships for the Goals – Demonstrating the power of integrated collaboration between producers, logistic partners, and consumers across multiple countries.
Sustainable Future and Beyond
The future now looks both green and delicious, thanks to Fresh.Land’s groundbreaking model. By cutting out multiple middlemen, the platform ensures that the journey from the farm to the table is as short and efficient as possible – meaning that produce retains its peak flavor and nutritional value, while the environment benefits from a reduced carbon footprint. With a keen focus on real impact – evidenced by detailed LCA mapping and international validations – Fresh.Land sets an example of how technology and sustainability can go hand in hand. This model fosters a transparent and quick delivery system, inspires confidence and trust among its users, and motivates a movement toward a more sustainable food economy. Fresh.Land is a reminder that sometimes, the best solutions come from reimagining the most familiar processes, and sometimes a pause (…yes, a moment of reflection) is all it takes to appreciate how interconnected and efficient the world can be. The fusion of technology, sustainability, and fresh produce not only creates a pathway for healthier lifestyles but also paves the way for a robust and scalable system that is ready to face future challenges. Modern consumers now have the opportunity to participate in a system that honors tradition while embracing technological advancements – a system that truly stands up to the climate and food crises of today and tomorrow.
