Pegasus Agritech, provider of hydroponic facilities to the Middle East, has launched Daily Fresh, a line of fresh, pre-packed produce. This is the first locally grown, locally sold brand of pre-packed produce and has a shelf life of 21 days. This has been made possible by a number of technological advances.
The company’s vision of bringing food security to the Middle East is slowly becoming a reality due to the ability of hydroponics to produce and harvest crops seven days a week, 365 days a year.
Hydroponics is the science of growing plants without the use of soil; it is also known as soilless culture. This has tamed a previously inhospitable desert with a lack of arable land and transformed it into a haven for fresh, quality produce. The harsh climate previously meant that the Middle East imported more than 98% of its food, but Pegasus Agritech is on its way to reducing this figure.
A key component of the Pegasus Agritech philosophy is social responsibility. As well as regularly visiting and donating fresh produce to schools and labor camps, the firm’s officials tour educational institutions giving seminars on the importance of healthy eating and living. No pesticides are used in crop production, while the hydroponics technology allows the firm to minimize human contact and its subsequent bumps and bruises, heightening quality.
Surprisingly, the hydroponics method uses 90% less water than traditional means, an advantage in an area that suffers from water scarcity. All this, coupled with a delivery and logistics network that ensures a maximum of 48 hours from point of harvest to point of sale, results in an organic freshness previously unseen on supermarket shelves.
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