Location
Netherlands


  • About City / Region : Amsterdam, The Netherlands 
  • Ongoing Projects : In the contemporary context, there is a remarkable opportunity to conserve 39 million tons of fruits and vegetables annually in Europe. A significant portion of this reduction, approximately 30%, is attributed to produce being discarded due to not meeting industry-defined aesthetic standards. This situation bears a dual significance, impacting both the economy and the environment.

  • The project at hand effectively tackles two pressing concerns: firstly, the unnecessary wastage of fruits that fail to align with prevailing market expectations, and secondly, the endeavor to discover nutritious and delectable products sourced from imperfect fruits and plants. Their innovative approach involves the creation of sugar-free, 100% natural products devoid of additives while still delivering exceptional taste. This initiative serves to encourage individuals to adopt superior products that not only benefit their health but also contribute to environmental well-being. 

  • By making it accessible and easy to integrate into your day-to-day life with formats such as drinks and snacks, aimed to promote small positive daily habits.

  • Main Challenges : The primary challenges involve enhancing individuals' access to organic and nutritious food options, alongside addressing the issue of waste reduction within Europe. In pursuit of these objectives, the initiative seeks to not only introduce organic products into the market but also elevate health standards. Simultaneously, it endeavors to contribute positively to waste management practices.
  • Source of Information / Date of Updates :  https://www.ams-institute.org/news/ams-startup-booster-ojoa-turns-waste-into-whealth/ 
  • 6th of November