this is our story, how we developed a [k]rush on rescuing food.
did you hear that on a global scale 1/3 of our food is not eaten? surely, you’ve come across one of these reports and wanted to do something about this? but it seems impossible to go to the supermarket and “get your hand onto something that's from rescued sources". Especially if you already implemented measures at home to prevent food waste, you may feel unsure what else to do.
it seems the only actions that support this cause, cost incredibly much time, money & effort: simply, they are not feasible to be combined with a busy lifestyle. now, what to do?
Our founder Heidi was working in the corporate world of the food industry for several years and saw tons and tons of perfectly edible food being wasted: Just because of wrong shapes, colours, crushed products, or because selling it wouldn’t even cover the costs of production. this approach skipps food rescuers who’d be willing to give such products a second chance.
When Heidi’s job took her to London, she loved the extensive array of cereal flavours in the local supermarket shelves (We should mention here, that she’s a huge breakfast fan!). Back in the Netherlands, she started granola experiments in her own kitchen. Realizing that so many of the wasted ingredients are actually ideal breakfast cereal ingredients! The idea of producing a delicious breakfast product, made from rescued food, was born.
The first trials were sold at local markets. With the help of our first customers, we were able to determine our first four flavours, soon the production moved to a larger facility where we are able to produce KRUSH on a bigger scale. Thanks to amazing followership and support from food rescuers we were able to develop and grow ever since. Because only if we are with many others, who help us eating KRUSH, we can make a real change and rescue food.
Let’s rescue food together – shall we?