Don't Think Fresh Is Always Best

The four main characteristics that may describe the quality of vegetables and fruits - 1) color and appearance, 2) flavor (taste and aroma), 3) texture and 4) nutritional value.

When shopping for vegetables, key factors are firmness and color. Choose those that are as firm or crisp as possible and consistent in coloring. Unlike fruit, the smell doesn't play a big factor in a vegetable's freshness, although anything that smells overly sweet or sour is likely passed its prime.

Do you think the fruits and vegetables you bought from the market are fresh and chemical-free? If you buy fruits and vegetables by seeing how clean and good it looks like. Then there are chances that you are eating chemicals and while doing this you are neglecting the consequences of these chemicals on your health. Most of the people during grocery shopping check how clean fruits and vegetables are. If there is dust/mud on these eatables

If there is dust/mud on these eatables then we don't select them. Hence depending on demand, a shopkeeper generally sells clean fruits and vegetables. These fruits and vegetables are generally cleaned with harmful chemicals and then these are directly consumed by us. So to protect us and our family from health problems, we need to change our eating habits by selecting organic- pesticide-free fruits and vegetables.

Not only this if you visit the fields, then you will find farmers are also using various chemicals for increasing production rate. Hence all these factors are slowly leading us to an unhealthy life with various health issues in the future. These chemical-based foods act as slow poison and cause health problems like cancer etc

To prove this fact I am sharing few pictures with you. Pictures include cleaning on carrots near the river shore. These rivers are fully polluted by factories chemical wastes, sewerage wastes, etc. Carrots cleaned by such polluted water are then sending to the market. Clean and fresh looking carrots are sold fastly. These cleaned and fresh looking vegetables then act as a poison in our food which we are feeding to ourselves and our family members. Thus we need to change our thought process about fruits and vegetables. The vegetables e.g. carrot, reddish, potato which are growing beneath the soil, when sold in the market how can look so fresh and clean.

After a survey with our customers regarding their expectation from fruits and vegetables sold in markets. We found that most customers request mud-free clean vegetables with fresh looks. Being a producer food customer with an upbringing in the village I know that the mud on vegetables can be a bit annoying. But this results in lots of benefits including an indication of it not cleaned by chemicals or by dirty sewage water. The presence of mud on vegetables keeps it fresh for a longer time because of the tendency of mud to keep moisture inside. Mud thus acts as a natural preservative and helps in protecting the vegetables from spoiling when stored at room temperature.

As you buy vegetables from the supermarket e.g. carrots, radish, etc. they look fresh and clean. However, these vegetables are generally planted in the soil so after ripening when they are taken out from the soil they are very dusty with lots of mud on them. But considering consumers demand clean vegetables and to sell them fast. These vegetables are cleaned with harmful chemicals, polluted river water, etc.

Considering the benefits of mud with vital health benefits with organic properties. We are selling vegetables and fruits, grown with care and love by organic farming. Enjoy the real food taste in your platter with enriched nutrition.

• Tips for storing and cleaning muddy vegetables:
• Clean vegetables only prior to usage
•  Refrigeration of muddy vegetables is not required due to rejuvenating properties of soil.
• Soak vegetables in water for some time and rub.
• Hand rub or scrub rub is fine
• Use washed vegetables directly (recommended) or by peeling off the outer layer.