In the UAE, you can find fruit from every corner of the globe in any supermarket throughout much of the year, but peaches you pick up in July won’t taste the same as the ones you grab in January. It’s difficult to keep track of what fruit is in season – especially when those seasons are so different from country to country. But that task just got easier with the launch of a new fruit box delivery company called Fruitful Day.
Based in Dubai, Fruitful Day’s business model is simple: delivering seasonal fresh fruit straight to your workplace. The company was founded by a group of friends who partnered with Baker & Spice founder Yael Mejia to gain industry insight and to cultivate relationships with local and regional suppliers. Fruitful Day founders have done the research for you so you can be sure the boxes are filled with fruit at its nutritional peak.
Mejia says: “We source our fruit from across the region, choosing the best of what each country has to offer. The region has a rich history of fruit that many people don’t have the opportunity to experience and enjoy. We have some fantastic farms here in the UAE producing strawberries, watermelon and kale and we are surrounded by countries with amazing fruits such as Lebanon, KSA, Iran and Afghanistan.”
Choose from the “staples” box, which includes regionally sourced, in-season bananas, apples and citrus fruit; or the “discovery box”, which is packed with a wider variety of in-season fruit, but you won’t know just what you’re getting until you open the box. This week’s discovery box includes 18 kinds, including watermelon, blueberries, figs and pears.
Fruitful Day delivers throughout Dubai, Sunday through Thursday, on a weekly, bi-weekly or monthly basis. A small box has 25 servings of fruit and starts at Dh95. A large box has 50 servings and starts at Dh125.
• Boxes can be ordered online. For more information or to subscribe, visit www.fruitfulday.com
sjohnson@thenational.ae
