January 14, 2025

Natura Nuova: Transforming “Second-Choice” Fruit into a Sustainable Future

Natura Nuova: celebrating the authentic quality of Fruit 

Since 1994, Natura Nuova has been on a virtuous mission: to prove that the value of fruit is not defined by its appearance but by its true goodness. The company passionately transforms excellent-tasting fruit that doesn’t meet the strict aesthetic standards of the market into delicious purees accessible to everyone. Through this ethical and innovative approach, Natura Nuova not only reduces food waste but also uplifts the work of farmers, ensuring that every harvest finds its rightful purpose. 

Rediscovering the Value of Fruit Through Transformation 

At the heart of Natura Nuova’s work is the ability to give new life to “second-choice” fruit. Despite being of exceptional quality, this fruit is often rejected by markets due to excessive marketing standards. Natura Nuova transforms it into premium purees (with no added sugar), proving that sustainability and taste can go hand-in-hand. This innovative approach offers consumers healthy and high-quality products while directly supporting agricultural producers, promoting a circular economy model that benefits everyone—from field to fork. 

A Collective Commitment: Natura Nuova’s Contribution to the BREADCRUMB Project 

As a proud member of BREADCRUMB consortium, Natura Nuova is committed to the fight against food waste. By collaborating with businesses and research centers for several European countries, the company challenges commercial standards that lead to the avoidable rejection of perfectly good fruit. Through shared experiences and the development of innovative solutions, Natura Nuova contributes to promoting a future in which sustainability is the driving force behind quality. This spirit of collaboration reflects the company’s vision: a world in which every fruit finds its value, contributing to the well-being of the planet and people.