Origin Fresh introduces ripeness quotient to redefine fresh produce planning

Origin Fresh, a Bengaluru-based fresh produce company, has released a new brand film announcing the launch of RQ – Ripeness Quotient, a feature within its app that allows customers to select the ripeness level of fruits at the time of purchase. The initiative is positioned as a response to a common challenge in online fresh produce buying, where timing and readiness for consumption often do not align with customer needs.

The brand film explains how the Ripeness Quotient works and focuses on the idea that fresh produce should arrive in a condition that fits into a customer’s plans. By enabling users to choose their preferred ripeness level, the feature supports more effective meal planning, improved storage decisions and a reduction in household food waste. The film also functions as a practical walkthrough, demonstrating how customers can use the ripeness selector while adding products to their cart.

Developed entirely by Origin Fresh’s in-house creative team, the campaign builds on the company’s brand philosophy, The Cult of Fresh. The launch translates freshness from a general brand promise into a functional tool within the app, aimed at improving the overall customer experience. The film presents ripeness as a controllable choice rather than an unpredictable outcome, linking product quality directly to planning and intent.

Commenting on the launch, Prashanth Vasan, co-founder and CEO of Origin Fresh, said, “We built the Ripeness Quotient because ripeness decides everything—when a fruit tastes best, how long it lasts, and how it fits into a customer’s day. The idea came from a simple, persistent problem I experienced myself for years: ordering fruits online and receiving them either overripe or underripe, with no control over the timing. The film highlights that connection. It shows that ripeness isn’t a matter of luck anymore; it’s a choice. By selecting their preferred ripeness on the app, customers can plan better, and our supply chain can respond with far more accuracy. Our goal is to continue reducing food waste while ensuring peak quality at delivery.”

The Ripeness Quotient is supported by Origin Fresh’s integrated supply chain model. The company works with more than 10,000 farms globally, including micro farmers who follow controlled and intentional growing practices. Exotic produce is delivered within 48 hours, while local produce is made available within 12–18 hours of harvest. All produce undergoes a five-step quality check, a process that helps retain up to 50% more nutrients compared to conventional supply chains.

Origin Fresh currently operates 19 Sun Stores and uses AI-driven inventory systems to manage demand and supply more efficiently. Through these measures, the company has reduced wastage levels to under 5%, significantly lower than the industry average of 30–40%. The Ripeness Quotient feature is designed to further improve this efficiency by aligning customer expectations with harvesting, storage and delivery timelines.

The launch of the brand film marks the first phase of a wider cross-city rollout. The communication aims to familiarise customers with the selector and reinforce the importance of timing in fresh produce consumption. As the feature gains adoption, the film will serve as a foundation for ongoing messaging around this approach to choosing fresh produce, positioning ripeness as a central part of the buying decision.