VegieFresh Fundraising VegieFresh Affiliate Program

    In The News

    ABC News

    Easy Money: Making Groceries Last Longer

    According to this segment, the average American family throws out over 720 pounds of food per family per year. As a country we waste enough food each year to fill 730 football stadiums. That means 25% of your monthly food budget or around $350 dollars a month literally goes in the trash.

    Watch the video to learn more about food waste
    Food waste featured in the LA Times

    Americans toss out as much as 40% of their food, study says

    La Times | August 21, 2012 | By Tiffany Hsu
    Food Waste in America

    Americans are throwing out nearly every other bite of food, wasting up to 40% of the country’s supply each year – a mass of uneaten provisions worth $165 billion, according to a new report from the Natural Resources Defense Council. An average family of four squanders $2,275 in food each year, or 20 pounds per person per month, according to the nonprofit and nonpartisan environmental advocacy group.

    Food waste is the largest single portion of solid waste cramming American landfills. Since the 1970s, the amount of uneaten fare that is dumped has jumped 50%. The average American trashes 10 times as much food as a consumer in Southeast Asia, according to the Natural Resources Defense Council. Such profligacy is especially unwarranted in a time of record drought, high food prices expected to get higher and families unable to afford food, according to the council. Efforts are already in place in Europe to cut back on food waste.

    But American consumers are used to seeing pyramids of fresh produce in their local markets and grocery stores, which results in $15 billion annually in unsold fruits and vegetables, according to the Natural Resources Defense Council. In restaurants and home kitchens, massive portions often end up partly in the trash. Half of American soil and many other key resources are used for agriculture – the Natural Resources Defense Council says wasted food eats up a quarter of all freshwater consumed in the U.S. along with 4% of the oil while producing 23% of the methane emissions.

    In its report, the council urges the government to set a target for food-waste reduction. Companies should look for alternatives in their supply chain, such as making so-called baby carrots out of carrots too bent to be sold whole at the retail level. The study also asks Americans to learn when food goes bad and to become less averse to buying scarred or otherwise imperfect produce. The average consumer should also save and eat leftovers, researchers said.

    VegieFresh creator featured in Miami Herald

    RD Fresh: Opening new doors

    Miami Herald | July 02, 2012 | By Jenny Staletovich And Nancy Dahlberg
    Steve Gerson, owner of RD Fresh, shows his product VegieFresh

    When The Miami Herald performed a small-business makeover on Steve Gerson’s company in January 2010, he was struggling to market his refrigerator dehumidifiers. He had invested about $200,000 on research and development to create a filtration system that keeps food fresher 50 percent longer by using minerals as a natural dehumidifier to decrease food spoilage and smelly coolers. The company, founded in 2008, had a loyal following in South Florida among a small group of restaurants, hotels and hospitals, but not a single supermarket chain would carry his product. Gerson was still deep in the red.

    Today, Gerson reports that RD Fresh and its companion retail sales company, VegieFresh, is a successful multimillion-dollar business. He estimates commercial sales will reach at least $2 million this year and retail will also total in the single-digit millions. “It’s going exactly as planned,” he said. “It’s been a wonderful ride for the last two years. But nothing in business that is supposed to work worked. It was just belief in myself and belief in my product.”

    After Gerson failed to get a foothold in South Florida supermarkets, he headed to the Midwest, looking for smaller markets with medium-sized stores. Eventually, Lunds, Byerly’s, Ultra Foods and other chains started selling VegieFresh. He also found distributors to handle commercial customers in Texas, Virginia, Washington and Oregon.

    “It was more about customer relationships than customer service,” he explained. “I say hello to the dishwashers and the pantry guys. It’s not just about making a sale and changing filter bags. It’s about establishing a relationship with the client that goes far beyond that. And that’s what I tell my distributors.”

    Rafael Cruz, regional director of the Florida Small Business Development Center in Broward County who evaluated the company for the makeover, said Gerson’s strategy worked perfectly. “People always go for the No. 1. Publix is the chain, or Whole Foods, so I’m going to just keep knocking on their door until they open it. But why don’t you try No. 2 or No. 3,” he said. “Take soda. Coca-Cola is No. 1 and Pepsi is No. 2. Most people can’t name No. 3, but No. 3 still sells millions in soda every day.”

    Cruz said while he suggested Gerson look at social media as a marketing means, Gerson did what matters most in business.

    “He just implemented a good solid business strategy instead of wasting money on this fancy stuff,” he said. “Every business should have a website, but it should have a website that serves the business. “Steve’s a salesperson. You could tell he had passion. He knew the science behind the product,” he continued. “The toys change, but the game doesn’t. You can have all the flash and all the games in the world, but if you don’t have a good business, you won’t succeed.”

    2011 Ecovisionary Award Winner

    RD Fresh receives the Ecovisionary Award

    March 9, 2011

    The Green Business League awarded their 2011 ECOVISIONARY AWARDS to some industry giants including HOME DEPOT, HANES, and METLIFE for their forward thinking green solutions in reducing their impact on the planet. Stepping up to the podium to receive an award along with those "giants" was the newest and smallest "guy on the block", RD FRESH creator of VegieFresh.

    While the others all make use of some very high tech solutions to the problems they face, RD FRESH has found a completely passive, 100% green, zero technology, zero footprint solution that provides its clients an immediate return on investment. Without question, this is a "ground floor opportunity" that is headed right to the "penthouse"...