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"Entrepreneurship means responsibility," says Chopra, describing his mission. "It's not the cushy nine-to-five job. It's more responsibility to the people you work with, to the customers you work with, and all the stakeholders."

 

Chopra’s passion for fresh food and sustainable practices was sparked by his extensive travels, where he savoured street food across continents. "One thing I learned very early was that you need to eat fresh because that's how we were brought up. Good food ensures a good lifestyle and a good lifestyle ensures productivity."

 

Fresh On Table started as an innovative solution to a simple problem: connecting chef-owned restaurants with local farms to ensure a steady supply of fresh produce. "The chefs couldn't order fresh produce easily because they would close the restaurant past midnight. We connected these farms with chef-owned restaurants, simplifying the process."

 

This hyperlocal model reduced food miles, carbon emissions, and wastage. The pilot project showcased at Vivatec, Europe's largest tech conference, garnered significant attention, leading to a pilot in the US and eventually returning to the UAE. "I read about the whole vision of food security of this nation and thought, why would I do this thousands of miles away if something can be done here?"

 

Chopra’s dedication to local agriculture is evident in Fresh On Table's partnerships with nearly 400 Horeca partners and over 500 SKUs of local produce. "Thanks to all the team and support from our partners, we work with almost every large hotel group that believes in responsible hospitality, cares for the environment, and cares for the local community."

 

Technology plays a crucial role in Fresh On Table's operations. Chopra explains, "Technology is an enabler in anything we do today. We use track and trace, blockchain, IoT, data science, AI, and ML to ensure no wastage in the supply chain and give farmers full visibility of demand and assured prices."

 

Fresh On Table’s platform is comprehensive, providing real-time data and insights to chefs, farmers, and the company's operational team. "We have dashboards for our partners to set and track their SDG agendas, giving them visibility into how they are meeting their sustainability goals."

 

"We've reached a stage where we need to upskill the farms as well,”says Chopra, showcasing how he is keen on upskilling local farmers and improving their yield and packaging, which involves changing the crop pattern for some farms to ensure they are growing something in high demand.

 

When asked about the most demanded produce in Dubai, Chopra chuckled, "Dubai is all about avocados. Any restaurant will have a ceviche or a dish with avocados, but it's not very friendly to water."

 

Fresh On Table’s impact extends beyond food supply. They promote sustainable practices in poultry, dairy, and seafood, ensuring all products are responsibly sourced. "We are at the forefront of promoting the cage-free movement and working closely with local producers to ensure sustainability."

 

Chopra’s journey with Fresh On Table is a powerful example of how a business can drive positive change through resilence and agritech. To hear more about his insights, challenges, and future plans, tune into the full episode of the Let's Chew Podcast.

 

Catch the full episode now on the Let's Chew Podcast and discover how Atul Chopra is pioneering a sustainable future in the food industry.