Flavourit to add spice to more markets after California success

Kochi, Nov 15 | Updated: Nov 16 2005, 06:11am hrs
Tasting success after the launch of its Flavourit brand of spices in California last month, the Spices Board was now looking at Canada, West Asia, Africa and Germany, besides spreading it to other markets in the US like New York.

Board chairman CJ Jose told FE that the launch on October 17 at Fremont in California had been well received and the board had received fresh orders to ship out material to Miracle Spices which was the agency for selling the products there. It was negotiating with some well known hypermarket and supermarket chains there which had evinced interest in the range of around 50 spice products.

The board had received calls from certain groups to buy in bulk and sell these products in New York and the east coast of the US. The bouquet of spice-flavoured blends of organic South Indian teas and Darjeeling teas were an instant hit. There were enquiries from hotel chains for the spice powders and mixes and curry pastes, Mr Jose said.

The attempt involving STCL was to restore to certain once well-known grades of Indian spices their lost glory and also find an external marketing channel to growers who had taken up cultivation of introduced spices like vanilla and herbs or were moving to sustainable agriculture practices like organic farming and integrated pest management.

The products were processed to exacting food safety standards of the European Union and FDA standards. This also ensured a premium to the growers as the board was procuring the material directly from them or their organisations.