Sam Bretzfield, Co-founder of Direct Fresh and avid Thrive Supporter
Frustrating scavenger hunts down crowded aisles and across dusty shelves of expired goods in Dhaka’s markets frequently left Sam Bretzfield not only empty-handed but also convinced there had to be a better way to buy groceries in Bangladesh’s teeming capital. The country’s dubious food safety regulations and notorious traffic jams only further drove home the point.
Sam is the co-founder and chairman of Direct Fresh, an agri-tech business that started as an online portal for Dhaka’s residents to order quality groceries home delivered and, in the process, sidestep all those nasty chemical food additives and gridlocked streets.
While Direct Fresh has offered safe-to-eat, locally raised meat, fish, and greens from the get-go, it is rapidly developing and expanding its holistic farm-to-table model — but more on that shortly. A spinoff dairy— the first of its kind in Bangladesh to sell organic, non-UHT treated milk from grass-fed cows — was launched as a subscription service in 2015.
A Direct Fresh Partner Farmer tending to his crop.
Customers create accounts and place orders on the company’s website. The latest in cold-chain and smart-logistics technology helps Direct Fresh deliver both imported and domestic dry goods, perishables, meat, fish, fruits, and veggies to local homes and institutional clients, within 24 hours. Total traceability, from field to fork, ensures that produce is free of carbide, formalin, DDT, and other toxins that regularly plague Bangladesh’s fresh food supply.
This past summer Direct Fresh was invited to become a member of BCtA (Business Call to Action), a United Nations Development Program initiative that spotlights businesses in 65 countries demonstrating sustainable, profitable, and novel ways of helping to improve the lives of society’s poorest.
One way Direct Fresh is helping is by working directly with Bangladeshi farmers, cutting out the so-called middleman. Direct Fresh gets much of its produce from local smallholdings. It has invested in farmers’ operations with seeds, fertilizers, bio-pesticides, and training in techniques to help maximize yields while minimizing the ecological impact of food production. Farmers’ harvests are then bought at prices ensuring growers a viable, stable livelihood. Perhaps surprisingly, this safely sourced food costs shoppers no more than if they bought it from the supermarkets.
Fresh lettuce growing at a Direct Fresh test hydroponic farming facility.
With a recent injection of venture capital, Direct Fresh is launching a model farm in Rajendrapur, north of Dhaka. The farm will use innovative, sustainable methods of agriculture like multilayer plots, azolla feed for livestock, vermicompost, and bio-pesticides and will support a hydroponic greenhouse. Hydroponic farming is the method of growing crops in nutrient-rich water, without soil. In time the Rajendrapur farm is expected make redundant Direct Fresh’s imports of certain fruits and vegetables from India and Thailand.
Another (perhaps less obvious but no less important) way Direct Fresh is helping to better lives in Bangladesh is through its work with Thrive.
We sat down with Sam to chat about Direct Fresh and how it supports Thrive’s mission to feed hungry students in Dhaka.
A Direct Fresh “preferred” farm is seen. Fresh cabbage growing underneath. Preferred Farms are farms that Direct Fresh has certified as following GAP practices; using no insecticides, chemical pesticides or GM seeds.
Just curious as to what brought you to Bangladesh?
My parents were honorary consuls general for Bangladesh in the States and they spent a considerable amount of
time here back in the late 70s, early 80s. So even though I was raised in the US, as a kid I had some exposure to Bangladesh with infrequent trips back and forth. My current business partner, Mishal, his grandfather became friends with my dad. And so then my mom became friends with Mishal’s mom, and not surprisingly Mishal and I met and became friends from an early age. Later, my work in the States had me traveling around this region and I was inspired by what I saw here, the potential of this country and the opportunity to really make a difference. So I called up Mishal and suggested we explore a business partnership here. We started our IT company, bGlobal, in 2004, and Direct Fresh about three-and-a-half years ago now.
Mishal Karim, Co-founder of Direct Fresh, avid Thrive supporter.
Direct Fresh was founded in 2012, partly due to your experiencing the hassle of grocery shopping in Dhaka but also because of food safety concerns, is that right?
That’s right. You know, it’s kind of a funny story how Direct Fresh started. Mishal and I were in Thailand, enjoying a nice dinner, and I was complaining about how in Dhaka I couldn’t find fresh lettuces, like iceberg lettuce, butter lettuce and the like to make salads. And Mishal was telling me about his poor shopping experiences, finding expired products, produce that didn’t look good, products that were outrageously expensive. So the idea hatched there. And then as we did deeper research we saw how the issue of food sourcing and safety was much bigger, how it was systemic from how farmers were farming to how produce was moving in and out of the wholesale markets, to how fruits and veggies were being adulterated with chemicals to prolong their shelf life. That’s when we said, ‘Wow, there’s a much bigger issue here beyond just trying to put together a fresh salad.’ And so we made it our mission to help try and change things, and one of the ways was to develop complete traceability of produce to ensure that it’s safe and healthy to eat.
Direct Fresh Partner Famers tending to their crops.
Has food safety improved?
Well, it’s difficult to say with certainty that it has. But one thing that’s happened, especially in the last three or four years, is that people are waking up and becoming much more aware of where their food’s coming from. And that has a lot to do with the local media running stories and publicizing the fact that, yes, there are food safety concerns. So at the very least the issue’s in the public consciousness.
Is it extra super challenging to run a delivery-based business in such a densely packed city?
You bet! Without question it’s been challenging. There are so many factors at play: The traffic, monsoon rains, the frequent road closures, the heat — what’s the best way to get fresh milk to your customers on time without it spoiling? You figure out the optimal ways to create and maintain a consistent supply chain. It’s a constant learning process. Our teams are always learning, always adapting.
Direct Fresh Agriculture Development Officer teaches farmers about the use of insect traps.
Recently Direct Fresh raised investment to expand its operations including distribution and farming. What does this expansion mean for the company?
One hundred percent traceability of produce is key to what we’re doing. The money we’ve raised will help change farming practices on a wider scale in Bangladesh. We’re expanding into doing multi-layer farming and hydroponics. With multi-layer farming you get a higher yield on the same piece of land, and that’s crucial here with such a high population density. With hydroponics there are incredible opportunities to grow year round in greenhouses, things like cherry tomatoes and herbs. The model can be scaled up and eventually applied to the production of other consumables like fish and meat. We want to help change the way food’s produced in Bangladesh while helping our farmers earn a better living and grow the best quality produce possible. Also, we’re planning to bring Direct Fresh to shoppers in Chittagong and Sylhet.
CLICK PHOTO to view video of Thrive and Direct Fresh’s beginnings together.
How does Direct Fresh help Thrive . . . thrive?
Thrive contacted us a couple of years ago and told us about their concept, how they were feeding schoolchildren in Dhaka’s slum schools. At that point they were embryonic, I think bananas and peanuts were the snacks they were distributing when they first started out. Obviously food quality and safety were major areas of concern for them given what they were doing. Thrive wanted to make sure the lunches for the students were fresh and nutritious, and because that’s also such a critical aspect of Direct Fresh’s mission, food safety and quality, it was a natural partnership. Besides that of course we really believed in the work Thrive was doing and wanted to be part of it. So we grow and supply the produce for Thrive’s school lunch program as well as deliver the food baskets to Thrive’s volunteers for distribution to the schools or to the schools directly when necessary.
Bretzfield joins Thrive to deliver Direct Fresh food to JAAGO, a school of over 250 children in the Korail slums of Dhaka.
What does it mean to you personally, to work with Thrive?
I’ve visited several of the slums where the schools are, to gain a better understanding of what these kids are up against. And it’s just heartbreaking, the living conditions of many of these kids, their families. The fact so many of them face hunger every single day. As a parent myself it just really hits home. So knowing we’re helping to turn things around, or at least in a better direction, it just feels really great to help out.
Is there a way for Direct Fresh customers to help support Thrive?
Yes, on the Direct Fresh site, when you’re done shopping, on the checkout page you can donate directly to Thrive. It’s pretty much as easy as clicking a button. Cash and credit card donations are accepted and one hundred percent of contributions go to Thrive. Ten dollars is enough to feed a student for a whole month.
The first finisher of Fit Girls’ first 5k. The organization raised enough money to cover the cost of over 600 meals for Thrive’s children.
Finally, Fit Girls [an Instagram-fueled health and fitness campaign] chose Thrive as their charity partner for a recent 5K event in the US. What was your involvement in hooking up the two organizations?
Fit Girls decided to hold their inaugural 5K run in Chicago and as it turned out I happened to be in the area. It’s phenomenal what Fit Girls is doing, helping women change their lives with exercise, healthy food, and a supportive worldwide community of members. So there’s this common thread between what they’re doing and what Thrive is doing, basically helping to improve lives, with food and nutrition being core components of that. So, I made an introduction to both parties — coincidentally, Gina [Thrive’s co-founder and VP] lives in the Midwest, in Michigan, and Thrive ended up with some great exposure at the Chicago run.
It’s not every day you get commissioned by Buckingham Palace to bake a birthday cake for the Queen.
Yet for Nadiya Hussain, season six champion of The Great British Bake Off, the royal charge came her way just last spring. Sweet success, much like the orange drizzle layer cake she was putting together for Her Majesty, was quickly stacking up.
The self-taught British-Bengali baker is also an author and media personality in her native England and an advocate for sanitation and hygiene for NGO, WaterAid.
Nadiya Hussain joins Thrive for the filming of “The Chronicles of Nadiya” to be aired on BBC One on August 24th and 31st.
Last spring, BBC One tapped freelance filmmaker Martha Delap and her crew to produce a food and travel show starring Ms Hussain as she narrates her culinary and ancestral voyage through Bangladesh. The debut one-hour episode of the two-part series, The Chronicles of Nadiya, airs Wednesday August 24th. Part two hits screens the following week.
Whereas the first episode follows Ms Hussain’s exploration of family roots in Sylhet, part two of the series sees Thrive’s Sadia Moyeen and Amna Rahman partner with the itinerant celebrity baker (who takes a keen interest in children’s health and nutrition) to create special shingara snacks for students at Jaago Foundation’s school in Dhaka’s Korail slum.
A shingara, a pyramidal pastry stuffed with savory veggies and potato, is arguably the most popular bite in Bangladesh and one of the mainstays of Thrive’s school lunch program. The program aims to feed hungry children in Dhaka’s slum schools.
Sadia Moyeen explains: “It was such a fun experience for me and Amna to work with Nadiya. We used my son’s family’s kitchen to prepare the shingaras. Nadiya insisted we work in a home kitchen as opposed to a commercial one. [My son] and daughter-in-law had heard about Nadiya’s successes and are also avid foodies. So of course we were all very excited to have got the chance to be part of this.”
“To make the special shingara,” Sadia continues, “Nadiya replaced the pastry’s usual savory potato filling with sweet coconut. We had high hopes that it would turn out to be a pleasant surprise and big hit with the students.”
After a batch of samples aced the taste test, it was time to head to Jaago’s school in Korail and deliver the freshly made shingaras along with Thrive’s other nutritious lunch staples that typically include eggs, peanuts, fruit, vegetables and milk.
“When we arrived at Korail the production crew caused quite a sensation,” Sadia recalls. “It’s possible the locals and students didn’t know who Nadiya was or why we were there with all the cameras and lights, but we certainly attracted plenty of attention regardless!”
And the shingara?
“You’ll have to wait for the show!” Sadia smiles.
Considering Ms Hussain had recently added a royal cake bake to her growing list of credentials, it’s probably safe to assume the shingaras were a big hit.
For more info about The Chronicles of Nadiya check out the episode guide, trailer, and more at BBC One: http://www.bbc.co.uk/programmes/b07r272z/episodes/guide
Each visit, Fryberger, Hefflefinger, and Bryson bring five jugs of clean water to the top of the hill to teach the importance of hand washing. This is the only clean water these children receive all week. Each jug is $.32.
Within the bustling city of Tondo, lies a quiet hill-top community on top of an old dump site for the city of Manila. The locals call this place Trash Mountain. It is in the heart of Happyland, metro Manila’s biggest slum, and although it is no longer an active dump site, there is still garbage, broken glass, discarded food, and other remnants of everyday waste lingering beneath the feet of the 100 families who call this place home.
While the joy that radiates from the approximately 200 children living here is palpable, this community is severely poor, high in crime, and lacks basic necessities like clean water, electricity, and proper sanitation.
Hefflefinger and Kim Davies, hand out peanuts, a carrot, and a banana to each child.
The average household income is under $1 per day. This is just barely enough for parents to provide a simple family meal of mainly rice once or twice a day.
Most families, often with help from children, make their living scavenging for recyclables and food on the city streets and dump sites. The recyclables are resold for pennies, and the food is dusted off and recooked into a dish called Pagpag. Pagpag is either sold to neighbors or served to their families for nourishment.
Watch a Short Video (CNN) About Pagpag
Three children living in the Happyland Slums enjoy the gift of an apple and banana.
In an effort to feed the many malnourished children living on Trash Mountain, Marylu Fryberger, Priscilla Hefflefinger (Thrive Co-founder), and Cindy Bryson have been paying for, procuring and delivering fresh veggies, fruit, protein and water once a week to the children that pack a local community center when they hear food is on the way.
Carrots provide children with vitamin A, which is lacking in the diets of children living in slum communities around the world.
Starting in August, this feeding project will have the exciting opportunity to grow with the help of Thrive’s global donors. It costs about $96 for each food and water delivery. A monthly gift of $10 will allow us to work toward our goal of feeding each child a healthy meal five days a week.
This will be Thrive’s first project outside of Bangladesh. Be sure to follow Marylu, Cindy, and Priscilla’s Thrive adventures in the Philippines on our Facebook page.
Count Me In! Here’s my $10 monthly donation to children of Thrive.