Philadelphia initiative

Reveal: Hidden Gems find new uses for avocado seeds

Sheetal Bahirat anf Zuri Masud are ​the CEO and COO of Hidden Gems. Hidden Gems, as a beverage company, wants to change the way people look at resources. It claims its mission is to create beautiful, environmentally safe, and socially responsible upcycled products by discovering the hidden value in the food people would normally call trash.

One day, while making a bowl of guacamole in the kitchen, the team was amazed by the amount of “waste” that was created in the process. That was the day Bahirat and Masud decided these gems were no longer trash.  Reveal is the firm’s first line of beverages made from upcycled products; this first drink is a special brew made from the avocado seed.

As explained on, The team is focused on utilizing resources to the best of its ability to truly promote an upcycling system and emphasize the RE-USE, in the 3 R’s of sustainability (reduce reuse recycle). It wants to capture every drop of value before declaring something is no longer useful.

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