Key Takeaways:
- Pure Harvest has introduced a new line of tomato sauces, crafted from locally grown, sustainably farmed tomatoes.
- The range features four unique flavors: Cherry Tomato Passata, Shakshuka, Marinara, and Chili Cherry Tomato.
- Pure Harvest’s sauces contain no added sugars or artificial ingredients, and are produced using visually imperfect tomatoes to reduce food waste.
- The sauces are available at Spinneys and Waitrose stores in the UAE, priced between AED 14.90 and AED 27.50.
Introducing a New Product Line Rooted in Sustainability
Pure Harvest Smart Farms, known for pioneering sustainable, high-quality produce in the UAE, has launched a new range of 100% natural tomato sauces made from its award-winning, locally grown tomatoes. The sauces are now available exclusively at Spinneys and Waitrose outlets across the UAE, with plans for broader distribution in the coming months. Each sauce is crafted without added sugars or artificial ingredients, reflecting Pure Harvest’s commitment to quality and natural production.
The launch leverages Pure Harvest’s fresh produce by utilizing visually imperfect and excess seasonal tomatoes in the sauce line, a move designed to minimize food waste. “Our new line showcases the delicious possibilities of our fresh produce, even if they’re not the prettiest tomatoes,” said Sky Kurtz, Founder and CEO of Pure Harvest. “By transforming ‘ugly produce’ into high-quality, natural products, we reduce food waste and offer consumers something unique and sustainable.”
Diverse Flavors for Every Palate
The product line offers four distinct sauce options:
- Cherry Tomato Passata: A smooth, simple sauce highlighting the natural sweetness of cherry tomatoes.
- Shakshuka: A Middle Eastern-inspired blend of tomatoes, sweet bell peppers, and spices.
- Marinara: A classic, slow-simmered tomato sauce with basil and oregano.
- Chili Cherry Tomato: A fusion of fresh cherry tomatoes and subtle chili heat.
These sauces, co-created with culinary experts, reflect a range of global flavors while maintaining a focus on natural ingredients.
A Partnership Supporting Local Farmers
Spinneys has supported Pure Harvest’s produce since 2018 and continues to champion local agricultural entrepreneurs. “Pure Harvest’s premium fresh produce has been a favorite among our shoppers,” stated Tom Harvey, General Manager – Commercial at Spinneys. “We’re excited to introduce our customers to this new line of all-natural sauces that aligns with our values of sustainability, health, and quality.”
Pure Harvest Smart Farms Latest News
Discover the company’s profile on our directory here.
Strategic Partnership With RedSea (2023/12/11)
Pure Harvest Smart Farms and RedSea are partnering to acquire a controlled-environment agriculture facility in Saudi Arabia. The acquisition aligns with Pure Harvest’s growth strategy and introduces its innovative “franchise farming” model. The partnership aims to enhance the facility’s production and climate control capabilities, incorporating RedSea’s award-winning iyris SecondSky technology. Pure Harvest plans to acquire a 40-hectare land bank to increase their capacity for resource-efficient, protected agriculture production.
Announces Senior Executive Appointments (2023/11/01)
Pure Harvest Smart Farms, a sustainable farming company based in the UAE, has announced three senior executive appointments. Adrian Almeida will serve as the inaugural COO, Dr. Josef Schmidhuber as the Chief Sustainability Officer, and Andrew Bolter as the CFO. The trio brings global credentials and experience to the company. Pure Harvest, which began with tomato production, has expanded its portfolio to include various produce varieties, all grown in the challenging UAE climate. It is the most funded startup in the Middle East, with over USD 387 million raised.
About the Appointees:
- Adrian Almeida: With over 20 years in sectors ranging from AgriTech to Chemicals, Almeida’s leadership roles have spanned continents and industries. His academic credentials include an MBA and additional studies at prestigious institutions like Harvard Business School.
- Dr. Josef Schmidhuber: Beginning his journey at the World Food Council, Schmidhuber has engaged in significant roles with global institutions. His research interests span from climate change to global commodity markets.
- Andrew Bolter: Before joining Pure Harvest, Bolter honed his expertise at Ernst & Young in Canada and the UAE. He holds multiple chartered qualifications and completed his undergraduate studies at Wilfrid Laurier University in Canada.
Pure Harvest and Richel Group Ink $150 Million Partnership (2023/09/19)
Pure Harvest Smart Farms has formed a three-year strategic partnership with Richel Group to invest over $150 million in smart growing systems across the Middle East and Asia. The collaboration aims to standardize the Controlled-Environment Agriculture industry and create professional smart farms leveraging Pure Harvest’s experience in challenging climates. The partnership is already working on projects in Singapore, Kuwait, and Saudi Arabia.
Wins “Product of the Year Award 2023” for Sustainable Agriculture Products in Gulf Region (2023/04/22)
Pure Harvest Smart Farms has received the Gulf region’s “Product of the Year Award 2023” for its entire product range, which includes twenty-six varieties of tomatoes, four varieties of strawberries, and over eight varieties of leafy greens. Pure Harvest is a sustainable technology-enabled agribusiness and the first-ever Controlled Environment Agriculture company to receive the Gulf region’s award. This recognition is a milestone for the industry’s collective efforts to champion sustainable production and reduce import dependency for the Gulf. The award acknowledges excellence in product innovation, attractiveness, and purchase intention, as voted on by almost 4,000 consumers across the region.
Nadec and Pure Harvest Partner for National Food Security Project in Saudi Arabia (2023/01/31)
Nadec and Pure Harvest Smart Farms have partnered to bring high-quality, sustainable, and safe fresh produce to the Kingdom of Saudi Arabia. The companies aim to deliver 27 hectares of production in the near term, with prospects for significant future expansions.
ESG Champion Dómhnal Slattery Named as Pure Harvest Smart Farms’ New Strategic Advisor (2022/11/23)
Dómhnal Slattery, an expert in starting and growing international businesses, has joined the advisory board of Pure Harvest Smart Farms. The company is a sustainable technology-enabled agribusiness based in the United Arab Emirates, promoting innovation and entrepreneurship. Sky Kurtz, the founder and CEO of Pure Harvest, welcomed Mr. Slattery’s appointment and stated that his commercial acumen, extensive networks, and dedication to innovation and sustainability make him an excellent advice partner. Mr. Slattery has devoted his time and effort to achieving a net-zero world by collaborating with investors, founders, and strategic stakeholders.
Pure Harvest Smart Farms & Red Sea Farms Featured on Fast Company’s Most Innovative Companies 2022 List (2022/10/24)
Fast Company Middle East recognized 42 innovative companies across 25 categories, including AI, retail, and enterprise at an event held in Dubai. Pure Harvest Smart Farms and Red Sea Farms were among the winners. The list included both established enterprises and startups, such as IBM and Peacefull. The Most Innovative Companies list has been recognizing organizations transforming industries since 2008. The winners of the Emerging Tech and Sustainability categories were Technology Innovation Institute and Red Sea Farms, and Dulsco, Emirates National Oil Company, and Pure Harvest Smart Farms, respectively.
View the complete list here.
Pure Harvest Smart Farm Nets a USD 180.5 Million Funding Round (2022/07/01)
Pure Harvest, a sustainable agribusiness in the UAE, raised $180.5 million in their latest funding round. The funds will support research and development, expansion across GCC and Asia, and product extensions. The funding is the largest-ever convertible financing in the MEASA region and was led by a consortium of global investors, including Metric Capital Partners UK, IMM Investment Corp Korea, and Olayan Group KSA.
Image provided by Pure Harvest Smart Farms
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