Fresh takes on fast: Premium produce players challenge quick commerce’s bruised promise

Ten-minute delivery has redefined convenience. But when it comes to fresh produce, foods, speed can’t hide a basic truth: freshness doesn’t travel well on a stopwatch. Consumers ordering such products on quick commerce apps are increasingly discovering the trade-off. Tomatoes arrive soft at the edges. Bananas look fine at the door, blacken by breakfast. Spinach wilts before lunch. In the race to shave minutes off delivery time, quality has become collateral damage.