Did you know that when you shop at places like Costco, Target, Walmart, and Kroger you’re buying produce coated in a variety of different chemical solutions?
Fresh food travels thousands of miles, crosses borders, sits in storage, and waits on shelves before it reaches your plate. On average your apples are 9 months old by the time you get to enjoy them.
Without post-harvest protection, most food would rot before you ever had the chance to buy it. Access would become an even larger issue than it already is, affordability would be nonexistent, and “fresh produce” would become a luxury good overnight.
For decades, legacy systems have coated fruits and vegetables in synthetic fungicides, petroleum-based waxes, and chemical preservatives.
It “works” operationally, but it was built in a different era that prioritized durability over health and transparency which were never really brought into the conversation. Most people don’t know why coatings like this even exist, and definitely not what’s in them.
Post-harvest protection was invisible, normalized, and largely unquestioned.
I came into building in the food system by asking a different question.
If food needs protection, why are we protecting it with synthetic chemicals instead of plant-based materials?
Why not use compounds that already exist in nature? Materials our bodies and ecosystems already understand? That idea led to developing a plant-based solution that extends shelf life using food, not toxic inputs. And it challenged an industry that hadn’t been meaningfully challenged for generations.
The response wasn’t just skepticism. It included coordinated efforts to discredit the technology and shut down adoption. Rumors, a coordinated disinformation campaign against us, bad actors in the background. And to this day, we still don’t fully know who orchestrated parts of it.
Even still…
Produce does need protection if we envision a more accessible, affordable, and less wasteful future. That will never change and the choice isn’t protection or no protection — it’s what kind of protection we use.
The future of food depends on moving away from outdated chemical coatings and toward plant-based alternatives.
Food protecting food. Apeel forever.