Nothing is lost, nothing is created, everything is transformed…

Inspired by the famous law “Nothing is lost, nothing is created, everything is transformed” just like the butterfly’s life cycle, Piùpa was created to take a step forward and transform our food system into a sustainable solution. 

Joe Merheb from Lebanon, the creator of Piùpa, explains to us that with Piùpa they aim to reduce the impact on the environment and keep valuable nutrients from going away through upcycling food waste. Starting with the by-products of the wine industry, Piùpa will be piloting the food upcycling missions by producing wine powder: a product derived through the process of drying and grinding the grape skins resulting at the end of the winemaking process. A powder made to be used in any savory or sweet recipes to boost the flavor, color, and nutritional benefits.

Let’s go green…

Joe gives us a look at the new product: “the wine powder is alcohol, gluten, nut and dairy free. It is rich in nutritional properties because of its high concentrations of polyphenols, fibers, and minerals” he says. Therefore, “it is a great option for people suffering from dietary allergies and it is a perfect substitute for wine where it can be used to execute alcohol-free recipes”, he adds.

Our interviewee continues: “In the past period there has been a rising public concern about the century’s biggest environmental challenges and people are speaking more than ever about them. Consumers globally are waking up to the urgency of the moment and are shifting towards going green and showing interest in sustainable goods. Moreover, upcycling food waste is a growing trend globally, and consumers are wishing to buy food products that include upcycled ingredients. With this surge in demand for sustainable goods, we believe that our product that is based on upcycling winery wastes would be a hit”.

Start your own project…

Besides being a researcher in the grape and wine industry in Lebanon, Joe is also an advocate for sustainability, always ensuring to promote sustainable living that goes in harmony with the ecosystem around us. Hence, when he came across the objectives of the BESTMEDGRAPE project, he was encouraged to participate in this program as it goes in parallel with his beliefs and lifestyle, he explains.

When coming to risks, our young entrepreneur is the boss. “After working in several 9 to 5 jobs, I learned that I do not fit into corporate life. I am a risk taker and like to build my own team that shares the same visions as mine. Thus, I decided to place all my acquired knowledge and skills and embrace the entrepreneurial journey. However, although I am still considered relatively new to this world, with the milestones I have achieved, I highly recommend any young passionate, and a motivated person not to waste any opportunity that comes across and to start their own project” he concludes.