78 REAL-LEADERS.COM / SUMMER 2022 Social Impact LEADING LEADERS The Natural Fix that Slows Nature and Could Save Vendors Millions In the U.S. alone, from farm to fridge, 52% of fresh fruits and vegetables go to waste. That’s an annual loss in the tens of billions of dollars. But a simple, all-natural way to extend the shelf life of fruit safely and easily by up to 14 days could save informal fruit vendors around the world millions of dollars and help solve the world’s food waste problem. A solution to a global challenge can often start at the local level. Something as simple as helping a buddy could eventually have a global impact. That’s how StixFresh was born. It all started when Zhafri Zainudin of Malaysia was chatting with a friend who owns a mini stall. The friend complained about losing money each day from unsold fruit going bad. According to the friend, the situation was dire since there was no way to stop nature from taking its course without expensive refrigeration. Inevitably, the fruit turns ugly and loses its flavor, and who wants to buy that? This got Zainudin thinking: “Maybe I can’t stop nature, but could I slow it down?” Over the next three years, Zainudin developed a sticker coated in an antimicrobial plant-based substance that added an astounding two weeks onto the shelf-life of fruit. The stickers are non-toxic and work best on apples, avocados, citrus fruits, and mangoes. The stickers are coated with a mixture of sodium chloride and beeswax, which slows down the fruit ripening process by removing ethylene — the ripening hormone Leadership in gender equality; reduced inequalities; peace, justice,and strong institutions in fresh produce — from the air around the product. “We categorized it as a food additive that acts as a slow-release dispensing agent, delivering good nutrients to the fruit,” says Zainudin. Freshly picked produce takes a long time to reach retailers. Beyond the time-consuming shipping process, it’s a constant struggle to ensure the produce arrives in the best possible condition. These losses equate to lower margins, which negatively affects their profits. The freshness of produce suffers when it ships long distances by sea. Air delivery is quicker, but the higher transportation costs result in higher fruit prices and declining demand. In the beginning, StixFresh only targeted the shelf life of mangoes, but it was later discovered that the sticker also works on other types of fruits that share a similar size, skin texture, and vulnerability to certain diseases and fungal attacks. Zainudin now has his sights set on stickers for berries and vegetables, using the same method. How would you solve the problem of food waste and make our economy more sustainable? n “Innovation can help create a better world — with less waste, safer environments, a vibrant food industry, better livelihoods for farmers and healthier consumers.” — ZHAFRI ZAINUDIN, FOUNDER OF STIXFRESH 76 MONEY 77 CLIMATE ACTION 78 SOCIAL IMPACT 74 INNOVATION & TECHNOLOGY 79 INVESTING ST I XFRESH
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