The fuss about 5-a-day loses significance when you realize you have such a hard time finding one good reason not to consume fruits every day. And if you live in Dubai which is a virtual tasting playground for the choicest of fruits and veggies in the world, the battle is lost even before it starts. In an attempt to provide maximum nutrition to the family, my struggle is never about what to consume, since everything (and more) is available all year round. It’s more about WHAT to consume?
I love the term organic, largely because it spells hormone-free, pesticide-free, and additive-free. However, what concerns me is the validation process; as the test to confirm the authenticity of organic goods is more expensive than the goods itself, or so I’m made to understand. On the other hand, what interests me is going seasonal and local; eating food grown closer to you and in season, thus eliminating the need for hard-core fertilizers altogether. And this is exactly the premise of Fruitful Day, a subscription service that aims to deliver the benefits of fresh fruit to your workplace, homes, and lives.
Yet another subscription service, you would say? Here’s what’s unique about them.
- Fruitful Day’s founders Marie-Christine Luijckx, Lyla Rawi and Lindsey Fournie have all spent years in the corporate world with little access to healthy food. Thus, their passion stems from an inherent desire to change distorted eating habits at the workplace, one fruit at a time. At the herald of this structure is Yael Mejia, the founder of Baker and Spice who lends her expertise as an industry expert to help source the freshest of ingredients.
- Majority of their fruit is sourced in the region namely UAE, KSA, Lebanon, Iran, Ethiopia, Turkey, Afghanistan and India. There is an exception in place for limited fruits such as blueberries which is imported from further abroad, since the idea is to provide the best tasting product to their customers.
- One of their partners makes a weekly trip to the wholesale fruit market in Dubai thus taking complete charge of the selection process. With seasonality being the crux of their business, the contents of the box vary from one time of the year to another depending on fruit that is harvested and available then.
- Special care is taken in washing the fruits with the gentlest of agents – bicarbonate of soda. The material used for packaging is recycled. Above all, any excess fruit at the end of the week is distributed among laborers in Dubai Investments Park, close to where their facility is located.
An interesting experiment we conducted while at their facility last week was to check the nitrate levels in fruits of all kinds. A tester was inserted in the fruit in question to check for acceptable levels with results being produced in less than 10 seconds! High levels of nitrate in food products can be attributed to the overuse of nitrogen fertilizer by farmers in an attempt to accelerate growth. With nitrate poisoning causing all kinds of health conditions from cancer to methemoglobinemia, the importance of understanding and detecting these levels cannot be overemphasized. At Fruitful Day, nothing makes it to the box unless it has been vetted.
Trial Boxes for the small Discovery are available at a discounted price of 100 aed (usually 125 aed). The box contains 25 servings of fresh fruit across 15-20 varieties.
The large Discovery Box costs 225 aed, has 50 servings of whole and cut regular fruits, besides the more exotic ones namely blueberries, cherries, watermelon, dates, flat peaches, apricots, pomelo and mangoes.The small Staples Box costs 95 aed, and has 4.5kgs of whole seasonal fruit like bananas, apples, peaches, nectarines, plums, apricots and grapes and a serving of nuts. The large staples contains 9kgs of fresh, whole fruits and costs 175 aed.
The best part? It doesn’t stop at that. They have a range of bespoke boxes for important office events, including fruits cups and skewers for when you want to nail that client presentation. However, it is for fancy events like family celebrations and birthdays when they unveil their hand-crafted, vintage wooden hampers. With cute add-ons like a chopping board and ceramic fruit knife, these customized gift boxes overflowing with seasonal fruits is sure to delight its recipient.
Like any subscription service, they do not encourage singular orders. Orders can be placed on a weekly, fortnightly or monthly basis. They deliver across Dubai 6 days a week, delivery is free and there is an option to skip or cancel anytime. Their target group continues to be employers that are urged to make a difference in the lives of their employees, although, 50% of their client base now features individuals who aspire to eat healthy but are too busy to stock up on fruits over the weekend.