​California is an incredible place. Fully two-thirds of our entire nation's fresh produce is grown right here. The quality, variety, and abundance of the fruit here is simply unsurpassed. Yet most of us eat only apples from Washington, oranges from Florida, and bananas from Ecuador. Something is wrong with this state of affairs, and FruitRollup is here to help bridge the gap between our ideals and the present reality. Just think of it as a CSA meets personal shopper meets Groupon. 

Quality

FruitRollup is an attempt to connect local farmers with urban consumers, solving the problem of the "last mile" of distribution. All of the fruit is sourced from various San Francisco farmer's markets and brought straight to your countertop. Unlike with most suppliers and distributors, which operate on a large scale, this allows for an entirely new level of freshness, and therefore quality and variety. This business model is uniquely suited to fruit, which tends to be the most delicate and perishable type of food. Having such instant turnover from the field to market to consumer allows for the fruit to be left to ripen on the vine or limb, as nature intended, resulting in unparalleled flavor. And it allows for the distribution of fruit that is otherwise deemed too perishable by large scale suppliers. If you've never had a golden raspberry, pakistani mulberry or a japanese white peach its because they are rarely seen outside of the farmer's market.
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Convenience

I personally handpick the fruit at the markets, and every week I get what I think is best. If you would like to make requests, all feedback and participation is welcome; however, it is not necessary. I will also set the fruit out in your kitchen, office or display area, and, in this way, I will monitor what fruit is consumed or not, and self-adjust each week. Set your card to auto-pay, and you never have to think about the fruit again. The choices, the monitoring, and the presentation will all be taken care of.he business model is simple: you set a budget and I bring you fruit. All of the work is done for you: no need to spend your time itemizing your order every week, or deciding what to get. I do all of the selection and decision-making for you. I will even set it out in your snack area, if you would like. I also work to gain as much feedback as possible, and make adjustments every week, to bring more of what is popular and less of what isn't. Input is always very welcome. However, fruit is fickle: what may be amazing one week, may be subpar the next, or even out of season, so the final decisions are always made in the moment at the market. This allows every fruit delivery to be the best that it can be every week. 
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Affordability

For many, quality and farm fresh are synonymous with expensive. But with FruitRollup, you will be very pleasantly surprised at how much incredible fruit you get. Because I am a one man show and deliver primarily by bicycle, I have virtually no overhead, and can spend most of the money you give me directly on fruit. I also have many clients and buy in large quantities, and I have longstanding positive relationships with many of the farmers that I work with. Finally, I love fruit, and I truly care about connecting more people with quality produce, so my goals are not simply profit maximization. Add it all up, and this is one very incredibly affordable service.