Mottainai - Fruit Juice from Fruit Waste
Posted by duncan, 10 days ago
Link: http://web-japan.org/trends/business/bus070205.... 
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Reading article "Mottainai - Fruit Juice from Fruit Waste" - Reply to this / 1 comment(s)
Via web-japan.org, it seems that Nepuree have devised a great way to create healthy fruit drinks from fruit waste, called 'mottainai', which means 'What a waste!'.
Here's how it works:
"Nepurée products are made from fruit or vegetables that have been subjected to intense heat for a short time and then made into puree form using centripetal force. The application of heat brings out the sweetness that fruits and vegetables naturally contain, and because no cutting instruments are used, the nutritional elements are undamaged at the cellular level."
This is a great idea because the company specifically use fruit that is bruised or deemed unfit for sale. It's also great because it doesn't take a great leap of imagination to see how succesful this would be in the UK and US. In fact, I'm billing to bet, right now, that we'll see a post on ecorazzi combining Western celebritites and these fruit-waste drinks before the end of 2007.
Let's hope I'm right!
Via web-japan.org, it seems that Nepuree have devised a great way to create healthy fruit drinks from fruit waste, called 'mottainai', which means 'What a waste!'.
Here's how it works:
"Nepurée products are made from fruit or vegetables that have been subjected to intense heat for a short time and then made into puree form using centripetal force. The application of heat brings out the sweetness that fruits and vegetables naturally contain, and because no cutting instruments are used, the nutritional elements are undamaged at the cellular level."
This is a great idea because the company specifically use fruit that is bruised or deemed unfit for sale. It's also great because it doesn't take a great leap of imagination to see how succesful this would be in the UK and US. In fact, I'm billing to bet, right now, that we'll see a post on ecorazzi combining Western celebritites and these fruit-waste drinks before the end of 2007.
Let's hope I'm right!
http://web-japan.org/trends/business/bus070205....
Some time ago I read that Waitrose were going to start selling "ugly" fruit at a lower price. Unfortunately I haven't seen evidence of this yet in our local store - I think that this is probably a much more reliable way of using "ugly" fruit than trying to sell it on. We're all so used to perfect fruit and veg now, complete with shine (ugh, just think of all of those chemicals) that I wouldn't like to imagine the amount of wasted fruit and veg there is as a consequence of us being so fussy. Good on Nepuree.
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