Earth Harvests is a direct-to-consumer food brand that is committed to delivering the best and highest-quality produce right to your doorstep. Earth Harvests philosophy is centered around creating a symbiotic environment for everyone who is part of the food ecosystem, ensuring that the farmer not only gets an equitable share but also receives credit and love from the consumer. Startup Reporter in conversation with Aniish Shah, Founder, Earth Harvests.
- Kindly elaborate on Earth Harvests philosophy, “Eat Responsibly”.
We all know that eating healthy is important for our own individual wellbeing, but did you know that the way we eat can also have a significant impact on our planet? The core idea behind promoting responsible eating practices is to democratize our food systems, the impact of which will be two-fold. First, it helps farmers connect with consumers that enable them to earn more money through direct selling thereby encouraging them to grow healthier food without the use of harmful chemicals, fertilizers and pesticides. Secondly, the idea is to ensure quality and Grade A produce to consumers who understand that food is consumed for both a healthy body and a healthy mind.
At Earth Harvests, we nourish both our planet and ourselves via caring and quality consumption, buying local, and being mindful of the environment.
Earth Harvests’ approach to responsible eating practices focuses on three main pillars: Reducing the amount of meat we eat and opting for more plant-based meals instead, we can drastically reduce our carbon footprint. Secondly buying local, seasonal and indigenous produce and understanding food growing and consumption patterns as per seasons. It helps not only individual farmers and local businesses generate income but is good for both our bodies as well as the planet. And finally, being mindful of the environment ensures that valuable resources aren’t wasted needlessly. Not only does responsible eating help protect the planet, but it can also benefit us personally by providing us with more nutritional food options.
- Why and when you gave a thought of starting Earth Harvests. (Any incident if attached please share).
My journey into sustainable and natural agriculture began with the quest- Are we eating right? And if yes, why are we facing so many health issues- Hormone problems, PCOD, Thyroid, Hypertension and so many more. The understanding that India was becoming Diabetic capital of the world because of unhealthy and unconscious food consumption and that’s what led my journey into sustainable and regenerative and biodynamic agricultural practices. The driving force was to bring people back to their roots and it grew stronger with the realization and understanding that our food consumption affects not only our bodies but also the planet as a whole and soon my weekend gardening turned into a full-time passion.
In the beginning of my journey, I’ve had the privilege of training under Dr. Narayan Reddy Sir and learning the ropes of large-scale farming. After my training, I started growing and supplying agri produce at a large scale. I began community selling of fresh, naturally and sustainably grown agri produce to employee groups via whatsapp. When I moved to Mumbai in 2016, I leased a 15-acre plot in Shahpur to take it to a large scale. Labour, costs, buy back cost were the main challenges towards making it large scale and that is what made me realise the margins that farmers lose out on which led me to Community Supported Agriculture (CSA). CSA is an initiative that supports a group of farmers through fixed baskets of produce. Baskets were booked in advance which led to a fixed income in advance. Soon, I started procuring directly from the source and expanded into allied staples, like premium-grade dry fruits and began to sell fixed baskets of local, regional and seasonal produce to customers. During my journey, I also got an opportunity to learn Permaculture, biodynamic farming and the significance of agricultural policy in building strong food systems.
As the network expanded, so did the demand for sustainable and organic foods. The formalisation of Earth Harvests began in 2017, when the evolution of direct agri retailing thrived under adversity during the pandemic. With the formalisation, Earth Harvests started a direct-to-consumer offline channel in Mumbai.
- How do you bridge the gap between a farmer and customer?
As we strive to create a more sustainable world, by sourcing food products that are fresh, high quality, and free from harmful chemicals or additives from individual and small farmer collectives, Earth Harvests aims to offer wider market access for food products, especially seasonal and heirloom. Not only can consumers enjoy consuming food that is healthy but is also ethically produced, by helping support individual food producers and small farmers, who genuinely are preserving and striving to grow food that is sustainable (versus mass agriculture), while minimising the environmental impact. Earth Harvests supports both organic and sustainably produced foods.
Customers are able to purchase locally-grown produce, and Earth Harvests can offer wider market access, which helps the local community generate greater income. Do you know that recycling agri- and food-product waste, as traditionally done in earlier times, helps reduce the carbon footprint associated with burning agri waste and helps recycle organic matter into the soil? Second, responsible eating practices help improve soil health. When farmers use natural fertilisers and avoid overfarming, they maintain the nutrient balance in the soil and promote its long-term fertility. At Earth Harvests, we encourage farmers to do multi cropping and not monocropping as the risk percentage reduces in case of crop failure. Also, encouraging the planting of traditional and heirloom vegetables, grains, etc., helps promote a natural diversity of our food varieties, thereby ensuring that crops will continue to thrive in the future, even when faced with unpredictable weather or other environmental challenges. Finally, responsible eating practices help increase biodiversity. By supporting diverse crop rotations and providing habitats for beneficial insects like bees and butterflies, farmers can ensure that their land remains abundant with life—not just crops and will require much fewer external additives! This is essential for keeping ecosystems healthy in the face of climate change and other environmental threats.
- How do you ensure that Earth Harvests products meet the highest standards of quality?
At Earth Harvests, we believe that food grown with love and care and with good intent always gives good results that are healthier and nutrient dense. When we grow food naturally without the use of harmful chemical fertilizers and pesticides, positive energy and vibrations are emitted by farmers which gets captured by plants and nutrition rich food is grown. To ensure the highest standards of quality of our produce, we educate farmers about the right farming practices.
The first benefit of responsible eating is improved physical health. By consuming foods that are grown in an environmentally sustainable way and that are chemical free, one can be sure that they’re getting the most nutritious food possible. This means more vitamins, minerals, and antioxidants than what you would find in conventional produce. Additionally, such foods contain fewer pesticides and other chemicals than their commercial and mass grown counterparts. This can help reduce exposure to harmful substances. The second benefit is improved mental health. When you know that you’re doing something positive for both yourself and the environment, it can give you peace of mind and a sense of self satisfaction. Additionally, seasonal and fresh foods may even have a positive effect on your mood due to their higher nutrient content and the microflora fauna that they promote in the gut, which tests have shown helps support proper brain functioning. The third benefit is improved overall well-being. Responsible eating practices not only provide physical and mental benefits but also spiritual ones as well. Knowing that you are doing something good for both yourself and the environment can be incredibly empowering and bring about a larger sense of purpose in life.
- Does marketing campaigns and influencer marketing benefit brands?
The health of our planet depends on us taking action to protect it and Earth Harvests, is a part of growing network of communities and businesses endeavouring to do this. From what I’ve learned in my entrepreneurial journey is that marketing and influencer campaigns raise awareness, promote engagement and education, and create true pockets of influence that act as catalysts to reach a wider audience. Marketing campaigns are an effective way to increase brand awareness, educate consumers about the importance of sustainable eating practices, and thereby acquire new customers and grow the category. Through these campaigns, influencers can play an important role in increasing Earth Harvests’ market presence by reaching a larger audience and spreading their message even further. Influencers can create content that promotes sustainable eating practices while also introducing followers to the sustainable products offered by Earth Harvests and its other like-minded partner brands. This would be especially beneficial for younger generations, who often look up to influencers for guidance on lifestyle choices.
- How do you envision the future growth and development of Earth Harvests, both in terms of product range and market presence?
We want to build Earth Harvests into a community of like-minded partner brands who share a similar philosophy and want to address the needs of the ‘Conscious Consumer’ Category. We are in discussions with several Individual food and agri-entrepreneurs as well as small farmer collectives to aggregate sustainable food items, help establish them as microbrands if required, and together increase awareness and further grow the market. Focus will be on those products that have a ‘local, fresh, and sustainable’ origin story – either because of tradition or geographic tag status, health & nutrition focus, or are grown sustainably, thereby empowering Individuals and communities beyond the big cities. An e-commerce model will enable online and offline distribution channels, which will help create a more robust food ecosystem that has a wider benefit while meeting the needs of both the community and consumers.
At Earth Harvests, we also intend to make a shift for future foods to customised growing. It means growing food as per a family need and as per what health deficiencies that are needed to be addressed from time to time. At present, we have also initiated actions in that direction as we are developing products specifically designed for those with food allergies, special dietary needs, or a tradition-focused focus. Another way we intend to expand our products is by meeting the needs of today’s health-conscious consumers. We could offer sustainably sourced food, that is, non-GMO, and plant-based options, free from artificial flavours and preservatives. Further, a potential avenue for growth would be to introduce more locally sourced ingredients that are used in the kitchen. By sourcing fresh produce from local farmers, we can ensure quality while supporting our local economy.
- What are Earth Harvests expansion plans?
Consumers are increasingly aware of the importance of sustainable and responsible eating practices, a growing category, that is Earth Harvests’ core consumer market. We are focused on growing this community and building out the conscious consumer category. By looking into new markets such as catering services or retail stores, we can reach a wider audience and promote our values of ethical eating habits on a larger scale. We intend to partner with Hotels and food delivery services to offer our sustainably sourced products, further expanding our reach and impact. Basically, from B2C, Earth Harvests also intend to expand to B2B by working on backward integration of farmer collectives.
Additionally, we also intend to collaborate with nutritionists and dieticians to provide educational resources and guidance on sustainable eating, empowering individuals to make informed choices that benefit both their health and the planet. We are agile and open to scaling our operations to meet the growing demand for sustainable food options. By establishing strategic partnerships with local farmers and producers, we can ensure a steady supply of high-quality, ethically sourced ingredients. Moreover, in the long term, we can leverage technology to develop user-friendly platforms and apps that make it easier for consumers to access and purchase our products, regardless of their location. This way, we can continue to make a positive impact on the environment while satisfying the needs of a diverse customer base in both traditional and non- traditional ways to build a profitable business for all. Additionally, we can also explore collaborations with online platforms and delivery services to make our products more accessible to busy individuals and institutions that prioritise sustainability. By diversifying our distribution channels, we intend to tap into the growing demand for conscious consumerism and establish ourselves as a trusted brand in the market.
Visit: Earth Harvests
