Freeform in every kitchen, and a fully harvested field on every farm.
That is the whole idea. Everything we build works towards it.
The problem
A third of the harvest never leaves the farm.
Buyers grade fruit and vegetables on appearance. Anything too small, too large, bent, split, rain-marked or scarred is rejected before it is ever tasted — around 30% of a farmer’s harvest, left in the field because there is nobody to sell it to.
None of it is spoiled. It is ordinary food that failed a cosmetic standard. We call it freeform produce, and buying it is the entire business.
What we do
We buy the whole field, and take it straight to the kitchen.
Conventional produce moves from the farmer to an agent, then a trader, then the mandi, then a wholesaler, and finally to a business. Each stop takes a margin and a day of freshness, and none of them will take the freeform grades. We replaced that chain with two steps of our own.
Farm-level collection
We buy direct at collection centres near the farm, taking the full harvest rather than only the grades that look the part.
Our distribution centre
Sorted, graded, weighed and packed in-house, with inventory and wastage tracked at every step.
Straight to the business
Delivered on our own fleet in under 20 hours, with no wholesaler in between.
Who we serve
Kitchens that cook at volume.
Freeform works best where produce gets prepped rather than plated whole — which covers most of a professional kitchen’s volume.
Restaurants & HoReCa
Single sites and multi-outlet chains, with every location on one account.
Cloud kitchens
High-volume, delivery-first operations where food cost decides the margin.
Food processing
Purées, sauces, dehydrated and ready-to-cook lines, where shape never survives the process.
Catering & food service
Institutional kitchens and contract caterers buying to a fixed cost per head.
Impact
Three things happen at once.
The farmer sells more of what they grew. The kitchen pays less for it. And food that was going to rot gets eaten instead.
~20% more
Farmer income
Earned on produce that previously had no buyer at any price.
25–30%
Customer savings
Off what our food business partners were paying to source before.
200,000 kg
Food waste saved monthly
Redirected from the field into working kitchens across the city.
3,000+
Farmer livelihoods
Supplying us across multiple Indian states, with more added each season.
Sourcing produce, or growing it?
We would like to hear from you either way — kitchens looking to cut food cost, and farmers with a harvest that needs a buyer.
Get in touch