Freshness is preserved as Fresh Growcer’s vegetables have their roots intact.
CONSUMERS can now harvest their own pesticide-free vegetables at the rooftop farm of a Petaling Jaya mall.
Fresh Growcer at 1 Utama Shopping Centre in Petaling Jaya is open daily from 11am to 8pm.
The farm’s vegetables get their nutrients from fish waste and 95% less water is used compared to traditional farming methods.
“This is truly a green farming concept that greatly reduces carbon footprint. This cannot be achieved if vegetables are transported to consumers from farms far away.
“The Rooftop Farm@1Utama relies on nature’s gifts such as natural sunlight and no pesticides are used in the growing process,” said Fresh Growcer owner Emil Jihad.
“This is an important aspect of the green and sustainable farming mission.
“We harness the power of the sun and fresh air, using only what is naturally available.
Emil says he is on a sustainable mission at the rooftoop farm in 1 Utama Shopping Centre.
Customers can enter the greenhouse and pick vegetables with the roots still intact so most of the nutrients are retained.
“Cutting the roots causes high nutrient leakage and reduces the shelf life of the produce,” said Emil.
“In fact, the vegetables don’t need to be kept in the fridge. Their roots can be placed in little water and they will stay alive for a few days after harvesting” he said.
Fresh Growcer also serves as an education platform and welcomes groups interested in green and sustainable farming practices.
The rooftop farm aims to make clean and healthy produce widely accessible, with prices from as low as RM1.
Fresh Growcer also works with small-scale farmers to bring their produce to the urban market.
