Conscious Foods, the brand launched by food and tech company Pairwise, has announced its entry into the produce market, showcasing its first product March 24 at the Future Food-Tech show in San Franscico, California. The introduction of the Conscious Foods brand represents the next step in Pairwise’s mission to build a healthier world through better fruits and vegetables using CRISPR and gene editing to grow nutritious, flavorful new varieties.
The first product from Conscious Foods will be the nutrient-dense, leafy salad greens called Conscious Greens, slated to reach grocery store shelves in the form of packaged salads in 2023. Conscious Greens come in rich green and deep purple colors.
“When my co-founders and I started the company in 2017, we wanted to create a different kind of food and tech company, one that really focused on the end benefits of its products to consumers and customers,” said Haven Baker, chief business officer at Pairwise. “Now, in 2022, we believe that the best way to realize this vision is by launching a purpose-driven consumer brand – Conscious Foods.”
The brand also is developing seedless blackberries, black raspberries and pitless cherries. Pairwise will continue to serve as the parent brand for the company. The company has raised $115 million in funding through two rounds, and it will continue to lead the way in gene editing technology in row crops and other plant-based applications.
Conscious Foods is focused on lowering the barriers that prevent people from consuming more fresh fruits and vegetables. According to a study conducted by the CDC in 2019, only one in 10 American adults eats the recommended amount.
“As a purpose-driven brand, we are supporting access to healthy food in the communities where we operate,” said Megan Thomas, head of marketing and communications at Pairwise. “We know that consumers, especially younger adults, are increasingly interested in mission-focused brands, and we are excited to bring purpose into the produce aisle with Conscious Foods.”
Conscious Foods also announced the launch of its Nutritionist Advisory Council, with Kristen Gradney and Luis Gonzalez who will serve as inaugural members. The council will help the brand to develop new fresh produce items that are both convenient and easily integrated into familiar meals and snacks.
Conscious Foods is partnering with the Food Bank for Monterey County to help achieve their shared goal of lowering barriers to access healthy fruits and vegetables. Conscious Greens will be grown in Monterey County, California – where 34 percent of county residents do not have consistent access to food. A $10,000 donation was made to the food bank marking the launch of Conscious Foods.
“Monterey County is one of the most productive agricultural production regions in the world, yet it is also one of the hungriest counties in California,” said Melissa Kendrick, CEO and executive director of the Food Bank for Monterey County. An additional $5,000 was donated to the Food Bank of Central and Eastern North Carolina.
For more information, visit consciousfoods.net.