Wildflower, the latest addition to the Krush Brands Group – which includes brands such as Freedom Pizza and Coco Yogo Vegan Kitchen – are re-enforcing their commitment to sustainability with the creation of the Wildflower Sustainable Earth Collective. The collective is a concept that aims to inspire the local UAE community to come together to make a conscious decision to make sustainable choices to improve both the local and global environment. It is built on the idea that if we come together as a community to make small changes, we can have a much more significant impact.
Freedom Pizza eliminated all plastic cutlery and straws from their orders in February 2018, an industry first that received a hugely positive public response, and has led to a number of other food and beverage outlets following suit. In a bid to build on this momentum, both Wildflower and Freedom Pizza will be joining forces with the local non-profit volunteer marine conservation organisation, AZRAQ, on their #UselessUtensils campaign.
The initiative begins on May 5, 2019 and is a collaboration with several schools in the region. The primary objective is to encourage people to dispose of their remaining plastic cutlery by providing an easy and accessible recycling solution. Customers of both Wildflower and Freedom Pizza will be able to hand over any single-use plastic they have around the house to the Powered by Freedom delivery drivers when receiving an order, or alternatively utilise drop off points in-store.
As part of their ongoing commitment to sustainability, Wildflower will also stock Zero Waste Kits that will be available for purchase in-app and online and consist of reusable bamboo cutlery, a bamboo straw and a reusable cup for both hot and cold drinks. Chef Justin Snyder, director of culinary for Krush Brands, has meticulously researched and sourced packaging that is both eco-friendly whilst still serving the operational needs of the food being delivered. All Wildflower packaging is a combination of compostable polylactic acid (PLA) and Bagasse, which is an eco-friendly by-product of sugar cane.
Open this April in Dubai Studio City, Wildflower is the latest addition to the Krush Brands Group after last year’s acquisition of Coco Yogo Vegan Kitchen. Wildflower Poke & More is the synthesis of the bold and health forward vision of Los Angeles chef, Snyder.
Wildflower Poke & More is “Powered by Freedom,” which means customers can enjoy slick and easy online ordering using Freedom’s proprietary technology and applications as well as super-fast and safe delivery from Freedom’s professional driving team.
Words by Katie Streten Experiential Strategy Director, VMLY&R COMMERCE Throughout the last year,June 13, 2021 | By Shruthi Nair
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