As the world continues to evolve, people are becoming more conscious about their lifestyle choices, including what they eat. The demand for fresh and locally sourced produce has been on the rise, and farmers’ markets have become a popular destination for foodies and health enthusiasts alike.
One such brand that has captured the hearts of its customers is Hilands Fresh, a passion project brought to life by Anze Cabije, Charles Jureidini and Don Ali Jureidini. It started as a simple concept for online selling of produce by the owners during their senior high class.
“I realized that Hilands Fresh could be an avenue for helping other people incapable of shopping in public markets,” shared Cabije.
The group recognized a problem in the local farming community—a large amount of good produce was going to waste simply because it didn’t meet the “visual standards” of grocery stores.
The owners knew they had to do something to support these hard working farmers, while continuing to provide consumers with access to fresh and sustainable produce.
The brand’s journey to success was not without challenges. Finding the right partners to kickstart its business was not easy. However, its cause garnered the support of people who saw the promise and potential of its mission.
One of them is the Magbabaol Cooperative from the town of Dalaguete who stepped in to help. By providing a platform for farmers to sell their produce directly to consumers in a farm-to-table way, they were able to join Hilands Fresh’s endeavor. The partnership not only gave farmers a fair chance in the market but it also provided consumers with fresh and sustainable produce.
The farmers who supply to Hilands Fresh are not only passionate about their craft, but they also understand the importance of sustainability and supporting local communities.
By bringing these “imperfect” but still delicious fruits and vegetables to market, Hilands Fresh is not only helping farmers earn a fair income but also providing the community with healthy and environmentally conscious options. Through their efforts, Hilands Fresh has not only given farmers the recognition they deserve but has also brought awareness to the staggering issue of food waste in Cebu City.
Today, Hilands Fresh has expanded beyond its initial Facebook page to include stalls in various locations such as Ayala Center Cebu, Ayala Malls Central Bloc, Robinsons Galleria Cebu and Il Corso. Its continuous growth is a testament to the success of its mission in supporting local farmers and providing the community with fresh produce.