In celebration of Earth Day, a new, environmentally friendly cold-pressed juice company called Eden Juices launched a line of fruit and vegetable juices through a Kickstarter campaign. Made from imperfectly shaped fruits and vegetables, Eden helps to remind consumers to appreciate natural resources and celebrate natural diversity while helping to prevent agricultural waste.
“Companies like Eden are important because of their belief that diversity and imperfections aren’t flaws to be corrected but traits to be celebrated.”
With the new line of juices, Eden seeks to combat four societal issues in the U.S.: the superficial culture, food waste, hunger, and overfed yet undernourished populations.
The idea of perfection has shifted with the emergence of unrealistically Photoshopped images found in the media, which promote unattainable physical standards. Our culture has become more superficial, as evidenced by an increase in cosmetic surgery procedures among teens and mental health problems like eating disorders.
This impossible standard also applies to food. Consumers and retailers throw away close to 40% of the food grown in the U.S., much of which doesn’t meet cosmetic standards set by the media. Not only is the country wasting almost half of its food, nearly 15 million American kids go hungry everyday and don’t have access to nutritious food. And those who aren’t going hungry are the most overfed and undernourished generation in history with 75% of the adult population being overweight.
With a superficial and wasteful culture that idealizes unattainable physical standards and the rise of hunger among certain populations while others are overfed, Eden created a product that could help solve each of those problems.
By creating accessible, fresh, cold-pressed juices from imperfectly shaped fruits and vegetables, Eden hopes to limit the amount of food waste created in the U.S. while redefining the definition of perfection and making healthy meals and snacks available to everyone.
Ryan Caplin, co-founder of Eden, added:
“We need to educate our generation about what really matters with food. We need to start assigning value to our food based on nutrition, not superficial standards. And we need to become smarter in the way we consume those foods.”
Eden’s crowdfunding campaign is set to close on May 20th.
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