Grassroots Phenomenon FreshPaper in the Running for a Big Game Ad

FROM FARMER’S MARKET STALL TO THE SUPER BOWL: Grassroots Phenomenon FreshPaperTM in the Running for a Big Game Ad

 Mountain View, CA – How far could your middle schooler’s science project go? To the Super Bowl and beyond, if FreshPaper’s unlikely story is any indication.

Fenugreen_FreshPaper_Single_Package_of_Fresh_Paper_largeIntuit Inc. announced that FreshPaper, a simple innovation that has garnered international recognition for its potential to change the food system, is in the running for a once-in-a-lifetime opportunity: a television commercial during the 2016 Super Bowl.

FreshPaper started as Inventor Kavita Shukla’s middle school science project and was inspired by a homemade “spice tea” her grandmother in India once gave her as a remedy for drinking contaminated tap water. A grassroots movement has since taken FreshPaper from a single farmer’s market stall in Cambridge, MA to farmers and families worldwide.

The inspiring FreshPaper story has captured the attention of influencers like Oprah Winfrey and Richard Branson, and was the subject of a short film by Hollywood director Bryce Dallas Howard. In 2013, FreshPaper was presented with the INDEX: Award, the world’s largest prize for design (previously awarded to Apple and Tesla) by Her Royal Highness the Crown Princess of Denmark.

FreshPaper sheets are infused with organic spices that keep fruits & vegetables fresh for 2–4x longer, naturally. One small sheet is simply dropped into fridge drawers, cartons, and bags filled with produce. FreshPaper is made in the USA, and is recyclable, biodegradable, compostable.

Today, the FreshPaper brand is recognized as a pioneer in the movement towards reducing food waste. Shukla hopes that the road to the Super Bowl commercial will spark a national conversation around the enormous global challenge of food waste, and inspire other entrepreneurs, especially women, to think bigger with their ideas.

“This is an incredible opportunity that would help us make fresh, healthy eating more accessible and affordable than ever before,” said Shukla. “When I set up a stall at my local farmer’s market, after trying and failing for years to bring my idea to the world, I could never have imagined that one day we’d have a chance to share our vision for a better food system with 100 million people during the Super Bowl.”

The winner of the Super Bowl ad will be determined by a global vote. Supporters can cast their daily votes for FreshPaper at

FreshPaper Super Bowl Ad - Get Out the Vote

The patented and award-winning product is carried by national retailers like Whole Foods, Bed Bath & Beyond, Ace Hardware, and, and is sold in packs of 8 sheets (approximately a 2-month supply) for $9.99. FreshPaper helps customers save money, reduce food waste, and eat fresh.

While the world’s farmers harvest enough food to feed the planet, more than twenty-five percent of the world’s food supply is lost to spoilage, resulting in massive land, water, energy, and human costs. Fenugreen is taking on this enormous, yet often overlooked, global challenge with its simple innovation, FreshPaper.


About Fenugreen & FreshPaper™

Fenugreen ( is a social enterprise taking on global food waste with a simple innovation, FreshPaper. Fenugreen’s mission is to improve access to fresh, healthy food, and boost the lives of farmers and communities worldwide – “Fresh for All.”

FreshPaper helps consumers, retailers and farmers reduce food waste, naturally. Infused with organic spices, one FreshPaper sheet is simply dropped into fridge drawers, bags and cartons to keep fruits & vegetables fresh for up to 2 – 4x longer.

FreshPaper is recyclable, biodegradable and compostable, and the patented & award-winning product is made in the USA. Today, FreshPaper is shipped to farmers and families in 35+ countries and retailers nationwide including Whole Foods, Bed Bath and Beyond, and Sprouts.

FreshPaper has received international recognition for its potential to change the global food system, including awards from the Social Venture Network, Sustainable Brands, The Economist, Harvard, the Lemelson-MIT Foundation, the Women in the World Foundation, Intel, Cartier, Toyota, Target, and the Home Depot. FreshPaper has also been recognized by the British Consulate, the French Ministry for Foreign Affairs, and the Swiss Consulate, and Fenugreen has been recognized as the “most innovative young company in the world” by the Kauffman Foundation’s Startup Open, awarded by Sir Richard Branson.FreshPaper began as a middle school science project, inspired by Fenugreen Founder, Kavita Shukla’s trip to visit her grandmother in India. (Watch the TED Talk)

Fenugreen launched in Cambridge, MA, and is now headquartered in Maryland.
Watch the film: “INSPIRED” by Bryce Dallas Howard

About Kavita M Shukla

Kavita Shukla is an inventor, designer, social entrepreneur and an inspiration for young women and girls to believe in the power of their own ideas. She is the Founder and CEO of Fenugreen.

Kavita holds four patents, and has received several international honors as an inventor, designer, and entrepreneur, including most recently, the INDEX: Design to Improve Life Award – the world’s largest prize for design. Kavita has been inducted into the National Gallery for America’s Young Inventors and was a First Place Winner at the Intel International Science & Engineering Fair for her initial research on FreshPaper.

Kavita was a featured speaker at the Women in the World Summit at the Lincoln Center along with Hillary Clinton, Angelina Jolie, Meryl Streep, and Oprah Winfrey. Kavita’s work on FreshPaper, and her quest to take on global food waste, has been featured by CNN, The New York Times, Forbes, The Washington Post, The Economist, Bloomberg, Newsweek, The Guardian, Oprah Magazine, Glamour, and The Today Show. Kavita was also featured as one of the “7 Entrepreneurs Changing the World” by Fast Company and on the Forbes “30 under 30” list. She holds a BA from Harvard University.

About Intuit Inc.

Intuit Inc. creates business and financial management solutions that simplify the business of life for small businesses, consumers and accounting professionals.

Its flagship products and services include QuickBooks®, and TurboTax® and, which make it easier to manage small businesses and payroll processing; tax preparation and filing; and personal finance. ProSeries® and Lacerte® are Intuit’s leading tax preparation offerings for professional accountants.

Founded in 1983, Intuit had revenue of $4.2 billion in its fiscal year 2015, with approximately 7,700 employees in major offices in the United States, Canada, the United Kingdom, India and other locations. More information can be found at

Intuit and Small Business Big Game are not affiliated with the NFL or the Super Bowl.


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Each and every day at HIC, Harold Import Co., we aim to bring you the best gourmet kitchen supplies, kitchen tools and gadgets, and food preparation equipment at the most affordable prices. This has been our mission since day one and it’s at the very heart of our family-run business. Contact us at, follow @HaroldImportCo or connect with us at

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