Bangalore: Living Food, India’s fastest-growing food company that delivers “insanely fresh,” locally-sourced, high-quality food to consumers has launched its new social media campaign called ‘Learning Food’. The campaign aims to put the spotlight on lesser known, local, seasonal food products that people across the country are not too familiar with. The campaign will present the history of food items, what goes into growing them, the freshness and the effort Living Food makes to bring them to people’s doorsteps, freshly harvested, in a matter of a few hours. The campaign also highlights the farmers and producers that are socially and economically empowered as a result of their partnership with Living Food. The social media campaign will be rolled out on the company’s Instagram, YouTube and other social media channels and will cover multiple such summer indulgences over the next three months.
The first fruit that is being covered as a part of the campaign is “nungus”(Ice Apples),a summer delight for people in certain parts of India due to its cooling effect and extremely high nutritional value. It is the one of the most difficult fruit to harvest and requires excruciating labour, making it an exciting and challenging fruit to get. While the fruit is extremely popular in Karnataka and Tamil Nadu, most people across India are unfamiliar with it. The first video of the three part series on nungus is already out and has garnered over one lakh and thirty thousand views in less than a week. The intriguing video showcases a nungu farmer, Perianna getting ready for action with his tools and climbing up the 100ftnungus tree to offer the people their first sight of nungus. The video captures the hard work that nungu farming entails with Perianna climbing nungu trees at least 20 times in a day during the short nungus season, i.e. – from April to May, to pluck around five thousand nungus, everyday! Parts 2nd and 3rd of the series will discuss about the fruit, different recipes that could be made using the fruit, the tree, and the cultural significance associated with the tree
Akash Sajith, Founder & CEO of Living Food said, “Exotic fruits like raspberries, nectarine, and orange mandarins can be found easily in even India’s tier 2 towns, yet a large number of people are still unaware of the unique range of fruits and vegetables that our own country offers. Our campaign ‘food from our roots’ is an effort to make people aware of the unique fruits and vegetables of the country, their origin, nutritional benefits, the farmers that grow them and the effort involved in bringing them fresh to people’s doorsteps.”