Flora Fruit Company Strives for Healthier Lifestyles for Wisconsin Communities and Urban Neighborhood Food Deserts
Owner of Flora Fruit Company Jalen Greenlee with a subscription box. (Picture by Jalen Greenlee)
Flora Fruit Company available to Wisconsin citizens in the southeastern area. (Picture by Jalen Greenlee)
Flora Fruit Company is a company created by 21-year-old Jalen Greenlee that provides fresh subscription-based fruit through a delivery system to its Wisconsin customers. Customers can customize their fruit boxes or have the company pick out the best options for them. The company believes in making it convenient for people to receive fruits and add healthier and more positive options for the body into their diet. The company also wants families to introduce more nutritious eating habits for generations to follow.
Flora Fruit Company started in November 2020 after Greenlee came up with the concept in 2017 while in college.
“I noticed the unhealthy habits of my peers,” he said. “I noticed how unhealthy the food that was accessible to us was. You can get a cheeseburger, bag of chips and candy at whatever time you want. But if you want a salad, some fruit or healthy food, it was harder to get.”
The owner looked outside the classroom and saw how Black and Brown's communities struggle with healthy eating. According to a 2018 CDC study, Black adults are 40 percent more likely to have high blood pressure. Through his research, Greenlee discovered that adding fruit to a person’s diet will help reduce high cholesterol and blood pressure.
“I want to provide healthy living for my family and others,” Greenlee said. “That’s why I created this company. I wanted to contribute a need to the communities.”
For Greenlee, Flora Fruit Company is a stepping stone for the bigger picture. The entrepreneur said one of his life's purposes is to end obesity.
“God put it on my heart through the passions that I have in health and wellness to fulfill my purpose,” Greenlee said. “And I strive to be a servant in my community. I’ll make it easier for people to access and incorporate healthier options.”
Another goal of Greenlee’s is to end urban neighborhood food deserts by 2041.
“I started learning how racism is instilled into the food that is accessible for Black and Brown people,” he said.
According to a 2019 City of Milwaukee report, 21 percent of the City’s population live further than one mile from a grocery store.
“We want to reach people and businesses in food desert regions,” he said.
The Flora Fruit Company has impacted the Wisconsin community through its services. (Picture by Jalen Greenlee)
It is one of the reasons why Greenlee released his promotion for Flora Fruit Company. For every box that a customer purchases, the company will donate a fruit box to a family that resides in the southeastern Wisconsin food desert.
The owner believes that when customers are ordering from his company, they commit to a healthier lifestyle and a better version of themselves.
Order your fruit subscription boxes by clicking here.