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Two Master’s students want to re-introduce a cycle into the food system – and help farmers earn a bit more. For this purpose, Paola Varela from Mexico and Duyen Do from Vietnam  founded the start-up Holiroots. Their corporate culture focuses on diversity, interdisciplinarity, and women’s power.

New, different, better…

Our mission is to rescue the tons of vegetables lost at the primary stage, at the farms. According to interviews, our farmers could lose more than 50% of their production in a season! Today, not many business ideas focus on this challenge, and our farmers are left alone to deal with the problem. Holiroots bring back circularity to the food system and, foremost, the economic and social value of the vegetables by transforming them into a high-value products for consumers.

Founder feelings…

In simple words, we want to contribute to a better future for our society, to be changemakers setting up disruptive business plans that are holistic and sustainable. Likewise, to break the stigma that social enterprises are not economically sustainable and consequently inspire future entrepreneurs to embrace social entrepreneurship. Read more

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