Key Takeaways:
- Pure Harvest Smart Farms has introduced its first line of Strawberry Preserves, featuring four flavour variants including three inspired by regional culinary traditions.
- The preserves are made with 63% fresh strawberries and no artificial preservatives, offering a higher fruit content than many standard market alternatives.
- New flavours include Date Strawberry, Vanilla Strawberry, and Rose Strawberry, developed in collaboration with chefs from Under One Roof Bakery.
- The product line utilizes surplus and imperfect strawberries, aligning with Pure Harvest’s broader efforts to reduce food waste in the fresh produce supply chain.
- Available in Union Coop stores and for home delivery via Careem, with future expansion to additional retailers planned.
Pure Harvest Smart Farms Introduces Strawberry Preserves Range
Pure Harvest Smart Farms, a UAE-based sustainable agribusiness, has launched its first selection of Strawberry Preserves, marking a diversification into ready-to-eat consumer products. The new range is available in four flavours and is being offered throughout April via Union Coop retail outlets and Careem home delivery, with wider availability expected in the coming months.
The launch reflects Pure Harvest’s ongoing focus on innovation, sustainability, and value-added applications for its fresh produce.
Preserves Made with Fresh Strawberries From Pure Harvest and Regional Inspiration
Flavour Development and Ingredient Transparency
Each variant is crafted using 63% fresh strawberries, which is significantly higher than typical preserves that often rely on frozen fruit. The lineup includes:
- Classic Strawberry
- Date Strawberry – combining the fruit’s acidity with the natural sweetness of dates
- Vanilla Strawberry – infused with fresh vanilla beans
- Rose Strawberry – blending floral and fruity notes
The recipes were developed in collaboration with chefs Lukas Fedorcak and Willy Trist from Under One Roof Bakery, bringing culinary experience from multiple regions to the product development process.
Supporting Sustainability Through Surplus Fruit Use
Minimizing Food Waste in the Fresh Produce Sector
In line with its sustainability mission, Pure Harvest is utilizing visually imperfect strawberries in the preserves—fruit that doesn’t meet retail appearance standards but remains nutritionally and flavour-wise intact.
This approach builds on the company’s previous initiative with Tomato-based sauces, as part of a broader effort to reduce food waste across its supply chain.
“We created preserves that reflect our shared values: quality, sustainability, and honest, ingredient-led flavour,” said Sky Kurtz, Founder and CEO of Pure Harvest. “It’s a win-win-win for consumers, for the planet, and for our mission to deliver better food through smarter, more sustainable decisions.”
Retail Availability and Pricing of Pure Harvest’s Strawberry Preserves
Accessible Pricing for Locally Made Preserves
The new Strawberry Preserves are priced between AED 17.75 and AED 21.25 and are currently available at Union Coop locations and through Careem for home delivery across the UAE. Distribution to additional retail partners is expected to follow.
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