Origin Fresh Unveils ‘RQ – Ripeness Quotient’ for Smarter Produce Planning

Origin Fresh Unveils ‘RQ – Ripeness Quotient’ for Smarter Produce Planning

Bengaluru,  Dec 17: Origin Fresh, a Bengaluru based fresh produce company, has launched a new brand film to introduce the RQ  Ripeness Quotient a feature on its app that lets customers choose the ripeness level of their fruits before delivery. With this launch, the brand takes a decisive step towards solving one of the most common consumer pain points in fresh produce buying, getting the timing right.

The brand film explains how the feature works and highlights a simple idea produce should arrive in a condition that matches a customer’s plans. By giving users the ability to pick ripeness levels, the Ripeness Quotient feature supports better meal planning, smarter storage, and reduced household food waste. The film also doubles as a walkthrough, showing customers how to use the ripeness quotient while adding items to their cart. Developed entirely by Origin Fresh’s in-house creative team, the campaign builds on the brand’s philosophy, The Cult of Fresh, by turning freshness from an abstract promise into a usable, everyday feature in the app.

Speaking 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 feature strengthens Origin Fresh’s integrated supply chain. The company partners with over 10,000 farms globally, including micro farmers who follow careful, intentional growing practices. Exotic Produce is delivered within 48 hours, whereas the local produce is made available within 12-18 hours of harvest and undergoes a five-step quality check, helping retain up to 50% more nutrients than conventional supply chains. With 19 Sun Stores, AI-driven inventory systems, and a robust supply chain, the company has reduced wastage to under 5%, well below the industry’s 30–40% average.

The launch of this film sets the stage for a broader introduction of the RQ  Ripeness Quotient as Origin Fresh rolls it out to more cities. It helps familiarise customers with how the selector works and why timing is central to the experience. As adoption grows, the film will anchor the communication around this new way of choosing fresh produce.