Wegmans to Offer Fenugreen FreshPaper, Award-Winning Design to Reduce Food Waste

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FreshPaper, a simple innovation that keeps food fresh, will be launching in all Wegmans stores, shortly after receiving the prestigious INDEX Award - the world's largest prize for design.

WHEN:
Friday, September 27, 2013 - FreshPaper launches today in all Wegmans stores (83 locations across New York, Pennsylvania, New Jersey, Virginia, Maryland, and Massachusetts).

WHAT:
FreshPaper by Fenugreen is a simple piece of paper infused with organic spices that keep fruits & vegetables fresh for 2 – 4x longer, naturally. Often described by consumers as a “dryer sheet for produce," one small (5" x 5") FreshPaper sheet can simply be dropped into fridge drawers, cartons, bags and containers filled with produce. FreshPaper is also recyclable, biodegradable and compostable. The patented and award-winning product will retail at Wegmans in packs of 8 sheets for $5.99.

WHY:
While the world's farmers harvest enough food to feed the planet, twenty-five percent of the world's food supply is lost to spoilage, resulting in massive land, water, energy, and human costs. Fenugreen is taking on this enormous, yet often overlooked, global challenge with its simple innovation, FreshPaper.

“We sell FreshPaper to make it available to those who need it most,” said FreshPaper Inventor and Fenugreen Founder, Kavita Shukla. “We’re excited to partner with Wegmans because of the opportunity to continue our ‘Buy a Pack, Give a Pack’ program and bring FreshPaper to all - the 1.6 billion people living without refrigeration in the developing world, as well as food banks and food pantries here at home that struggle to provide fresh, healthy food to the hungry.” Fenugreen’s mission is to improve access to fresh food, and boost the lives of farmers and communities worldwide - “Fresh for All.”

FreshPaper started as Shukla's middle school science project and was inspired by a homemade “spice tea” her grandmother in India once gave her as a remedy for drinking contaminated tap water.

WHERE:
FreshPaper is now available in all Wegmans stores. (Complete list of stores available at http://www.fenugreen.com)

About Fenugreen & FreshPaper

Fenugreen (http://www.fenugreen.com) is a social enterprise taking on the enormous, yet often overlooked, global challenge of food waste with a simple innovation, FreshPaper.

Fenugreen was founded by Harvard and Yale grads, Kavita M Shukla, Inventor of FreshPaper, and Swaroop Samant, a medical doctor. Kavita developed and patented FreshPaper while in high school after she happened upon its active ingredients in a home remedy given to her by her grandmother in India (watch the TED Talk here: http://tedxtalks.ted.com/video/TEDxManhattan-Kavita-Shukla-Can).

Shukla and Samant launched FreshPaper by setting up a stall at an urban farmer’s market in the Summer of 2011. Since then, FreshPaper has spread rapidly to farmers, retailers, and consumers worldwide through a grassroots movement. Fenugreen is now establishing initiatives to benefit local food banks in the US and small-scale farmers in the developing world.

FreshPaper has received international recognition for its potential to change how the world keeps its food fresh, including honors from the Swiss Consulate, the French Ministry for Foreign Affairs, Sustainable Brands, the Social Venture Network, the Women in the World Foundation, and the Lemelson-MIT Foundation. In 2013, FreshPaper received the INDEX Award – the world’s largest prize for design from Her Royal Highness the Crown Princess of Denmark.

About Wegmans

Wegmans Food Markets, Inc. is an 83-store supermarket chain with stores in New York, Pennsylvania, New Jersey, Virginia, Maryland, and Massachusetts. The family-owned company, founded in 1916, is one of the largest private companies in the US, and is recognized as an industry leader and innovator. Wegmans has been named one of the "100 Best Companies to Work For" by FORTUNE magazine for 16 consecutive years. In 2013, Wegmans ranked #5 on the list.

The Wegmans brand is known for its enthusiastically loyal customer fan base that has become iconic in pop-culture. Wegmans has appeared frequently on the television show, The Office, and was cited by Alec Baldwin on the David Letterman show as the reason his mother refused to move to Hollywood. (Watch: http://www.youtube.com/watch?v=gpffSfCgNiw&feature=youtu.be&t=2m45s)

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Swaroop Samant
Fenugreen
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