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COMPANY REPORT

Truefarm eyes global forays to market organic produce from June 2018
Saturday, 05 May, 2018, 08 : 00 AM [IST]
Nandita Vijay, Bengaluru
Organic food company Truefarm Foods is gearing up for a global footprint from June 2018. The move comes in after the company‘s positive acceptance of products in the domestic market.

“We have fared very well since its inception. A lot of consumers are buying our products and the feedback has been really good,” Ravi Jakhar, the company’s founder, told F&B News.  

“We will also expand to international markets starting from this June. Products will be sold through global tie-ups with top online retailers, such as Amazon, as well as through physical stores via distribution channels,” he added.

The fastest-growing products of Truefarm are Protein Plus Flour, Organic Muesli, Red Kidney Beans and Organic Amaranth. 

“We would be investing $10 million in the next two years. Being totally funded by the four founders of Truefarm, we will gather more investment in the coming two years, which will be used to for more production and developing more organic products,” he added.

It sources raw ingredients mainly from the farms of Rajasthan, Madhya Pradesh, Karnataka and Maharashtra, while some crops come from Uttarakhand, Andhra Pradesh and Odisha, among other states. There are products like Teff, which are produced outside India. Markets from the state of Maharashtra, Gujarat and Andhra Pradesh are giving the maximum response.

According to the study, India’s organic food market has the potential to grow more than 25 per cent annually to touch $1.36 billion by 2020, provided there is more awareness about these products, and the government incentivises region-specific organic farming to ensure consistent growth in future.

“People in India are understanding the importance of organic food slowly. India is capable of growing all kinds of organic foods. Farmers should be educated to boost organic cultivation. Organic farming not only protects land and water resources, but also improves farm incomes,” stated Jakhar.

Awareness about organic products has been significantly increasing over the last three to four years. Consumers are also more aware on certification processes, and hence, make careful purchase decisions.

On the market channels, there has been an emerging trend on farmers markets and society activations focused on organic products.

The growth and availability of alternate channels, as well as increased awareness on organic certifications, has helped organic companies to reach out to more consumers in an effective manner.

The key challenge for the industry is that organic products are a bit expensive, and hence, not everyone can purchase them.

“We are staying in a country where the air and water are polluted, but food is something which we can choose and stay healthy. It is very important to raise awareness among the consumers regarding the importance of organic products,” said Jakhar.
 
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