We are going to try and save 2,026 kilograms of local harvest from wastage in 2026. 🌟
I invite you to join us.
The story of food waste is the oldest tragedy in our agriculture. It’s been the accepted cost of doing business for decades, but always painfully unnecessary.
For the first time, we are launching Duruha not just as a brand, but as an intervention. We are a startup with a singular obsession: to maximize the harvest as much as possible.
The Challenge: A System Disconnected
We currently do not know exactly how every kilo of that 2,026kg goal will be saved. The logistics are messy.
The market is flooded with ultra-processed, long-shelf-life junk that has disconnected us from what real food tastes like. We gotta fix that.
[Image of ultra processed food vs real food health comparison]
But we know it’s possible because we aren't reinventing the wheel; we are simply respecting the source.
"This isn’t a tech problem; it’s a consciousness problem."
We want to make people consume food consciously again. To lean towards real food and less processed alternatives once and for all.
The Vision: Tubungan to the Table
2026 is a reasonable target because Duruha is built to dominate and rewrite the food system from the bottom up. We are starting with the humble Sayote, but the vision is to turn every overlooked crop into a nutritional asset.
This is what we’ve been building in Tubungan. As small as we are today, the potential to shift the culture is stunning.
We see a future where "convenience" doesn't mean "fake." Where you can open a jar and know exactly where it came from, down to the farmer's name.
We’ll make mistakes. We are a startup, after all. But I trust in the mission and I believe that destiny is going to grant us the privilege of proving that a local brand can out-perform the giants by simply telling the truth.
Why This Matters (The "Big Deal")
While saving 2,026kg would certainly be cool, the real objective is to focus our collective attention on a positive shift. To move away from mindless consumption and towards a food system that values life.
This 2026 goal is as much about our health as it is about the farmers. It’s about how we survive a world drowning in artificial ingredients. It’s kind of a big deal.
I figure that one of the best ways to improve our community is to transform our shared aspirations from "cheap and fast" to "real and fair."
Right now, the food industry behaves like a suicidal species:
- It kills the soil.
- It underpays the grower.
- It feeds the consumer empty calories.
It’s really messed up and backward. Soon enough we’ll realize just how infantile we were to accept it.
The Defiance
The 2026 goal points us in the right direction. To say yes to the harvest. To say yes to real food. Defiance, even.
If you’re interested in doing this with us, follow the journey. We are going to share everything, our wins, our losses, and our data.
We are building Duruha to be the brand that proves you don't have to compromise.
I think this is the coolest goal imaginable: To save the harvest, feed the people, and rewrite the system.
I pray that we have the courage to appreciate the sacredness of what grows from our soil. I pray that we will be brave enough to defend it.
Join the Mission.
Duruha. Real Food. No Compromises.