FMCG major ITC on Thursday forayed into the branded fruits and vegetables segment.
FMCG major ITC on Thursday forayed into the branded fruits and vegetables segment. Marketed under the brand, Farmland, the company has launched four variants of potatoes – natural low-sugar potatoes, potatoes with natural antioxidants, baby potatoes and French fry potatoes. Farmland potatoes are low in fat and sugar, with fat content below 0.2% and sugar level below 2%. The products have been tested and endorsed by the Indian Council for Agricultural Research-Central Potato Research Institute (ICAR-CPRI), Shimla.
ITC, along with ICAR-CPRI, intends to inform consumers about the nutritional benefits of potatoes and help dispel some myths associated with it. S Sivakumar, group head of ITC’s agri business and information technology, said: “At ITC, we are guided by the twin philosophies of creating value through world class consumer brands, while serving national priorities. Fresh fruits & vegetables are a fundamental part of the consumer’s food basket and is also key to providing enhanced income to farmers, who are an integral part of ITC’s farm-to-fork value chain. Farmland will provide a win-win for consumers by serving their emerging need for safe and nutritious fruits and vegetables as well as open up a new value-added market segment for the Indian farmers.”
This is the second such launch from ITC’s stable. Earlier, the firm had launched ITC Master Chef Prawns, a range of frozen prawns for the domestic market. The total market for table potatoes in India in consumer-spend terms isRs 70,000 crore, with consumption in metros and mini-metros being close to Rs 5,000 crore. ITC has rolled out the first phase of Farmland in metros and expects to go pan-India in the next 12 months.