The Power of Cold

When thinking about healthy food, the first thing that comes to mind is fresh produce. It feels natural: straight from the field, minimally processed, beautiful and appetizing. But the “fresh” on store shelves can mean something else entirely. The word fresh does not always guarantee that a product has just been harvested or is at its nutritional peak.

Fresh may no longer be fresh

Most fruits and vegetables we buy as “fresh” in stores have traveled long distances. They are often transported and stored for days or even weeks. During this time, much of their flavor, texture, and nutritional value may be lost. For example, vitamin C begins to break down within the first days after harvest – by the time the product reaches our plates, much of its goodness may already be gone.

Many crops grown for industrial retail are harvested before they are fully ripe, so they can better withstand transport. The result is produce that has not fully developed its flavor or nutritional value.

Frozen preserves more

Frozen products offer a reliable alternative, helping to lock in the natural goodness of produce at the peak of ripeness. Quick freezing halts the processes of aging, flavor loss, and nutrient breakdown – all without additives.

Modern freezing technologies often preserve taste, color, texture, and nutrients better than “fresh” products that have traveled long distances.
Of course, freezing has its limits – you won’t make a tomato salad from frozen tomatoes, but tomato paste, soup, or stew? For those, frozen tomato is the perfect solution.

Convenience and sustainability in one

The benefits of frozen products go beyond preservation. They are practical: always at hand, ready to use, requiring no washing, peeling, or chopping, and they keep for a long time. This helps reduce food waste – you can take exactly the amount you need, and the rest stays in the freezer for next time.

For example, LaFroza seasonings and herbs are packaged in resealable containers that allow precise dosing and keep the rest fresh. The jars are durable and can easily be reused later.

A thoughtful choice

Frozen doesn’t mean compromise – on the contrary. It’s a conscious and practical choice with many advantages: better taste, more nutrients, less waste, and year-round availability.

If you want your food to be as close as possible to the moment of harvest, it’s worth looking to the freezer, not just the fresh shelf. When we redefine freshness – not by time, but by content – the freezer can often be much fresher than the store display.