Best Bites: From Dumped Apples To 300 SKUs, in the middle of Lebanon Crisis - from our conversation with Rudolph Elias, Founder of Agreen and 2XPND
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Best Bites: From Dumped Apples To 300 SKUs, in the middle of Lebanon Crisis - from our conversation with Rudolph Elias, Founder of Agreen and 2XPND
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In 2017, Lebanese apple farmers were dumping their harvest on the roads because nobody would buy it. Rudolph thought his network could help them export. Then he found the catch: the apples were grown with heavy pesticides, and he refused to sell fruit that would poison whoever ate it. So he set a hard rule of no pesticide residues, went certified organic and fair trade, and started paying farmers a fair share. What came next was built through a banking collapse, COVID, and the Beirut port explosion.
With Rudolph, founder of Agreen Organics, we trace how one dumped apple harvest turned into more than 300 organic SKUs, and why he treats every crisis as something to cross, not a reason to stop. In 6 min you learn how a mission-driven food brand survives when everything around it falls apart.
Listen to the full conversation here