Tuesday, June 18, 2019


Mother Dairy launches Safal Organic range of fresh fruits & vegetables
Saturday, 22 December, 2018, 08 : 00 AM [IST]
Our Bureau, New Delhi
Mother Dairy Fruit and Vegetable Pvt Ltd has launched its organic range of fresh fruits and vegetables (F&V) and other kitchen ingredients under its horticulture brand, Safal. The new range of products, labelled as Safal Organic, would be made available in 100 select Safal booths across Delhi NCR, along-with Safal’s existing range of edibles.

Safal Organic will offer fresh fruit and vegetables such as apple, pomegranate, mausambi, lemon, potato, tomato, onion, ginger, garlic, etc. The fresh organic produce is being sourced from farmers with certified organic farms across the states of Maharashtra, Himachal Pradesh, Sikkim, Madhya Pradesh and Uttarakhand.

Apart from the fresh fruits and vegetables, Safal is also introducing a wide range of organic kitchen ingredients, namely pulses, rice, spices, millets, dry fruits, wheat flour, besan, sugar, salt and flattened rice flakes (poha) in bio-degradable and recyclable packaging options.

Speaking on the occasion, Saugata Mitra, director, Mother Dairy Fruit and Vegetable Pvt Ltd, said, “Agriculture has always been core to the Indian economy and farmers play a key role in nation building.”

“At Safal, we have always strived to bring both farmers and consumers on a common platform by providing the desired market access to the growers while offering quality products to our consumers,” he added.

“In our effort to align our portfolio to the ever-evolving needs of our consumers, we are now launching organic F&V and kitchen ingredients in line with all regulatory, industrial, quality and food safety requirements,” Mitra said.

He added, “With foray across 100 key booths, Safal will be the largest retail network offering fresh F&V organic produce to consumers across Delhi/NCR, and I am confident that our newly-launched range of products will appeal to them.”

“As India houses the most number of organic producers, it is our sincere effort to help them by way of giving an assured market, the right remuneration for their produce and acknowledge their commitment towards the nature and the nation,” Mitra said.

Going forward, the company plans to further expand its Safal Organic range by adding seasonal fruits and vegetables, along with honey, rock salt and more varieties of whole spices and pulses.

Safal’s newly-established organic supply has been set up as per the mandate of the National Programme for Organic Production (NPOP), Government of India ,and it also conforms to the Jaivik Bharat initiative of FSSAI. For Safal Organic, farms with NPOP certification are selected and duly audited by Mother Dairy experts.

The harvested produce is also subjected to stringent testing for 127 pesticidal residues by accredited labs. In addition, the logistics for organic is duly differentiated at all levels, and processing too has been distinguished along with packaging storage and consumer touchpoints to ensure compliance with the norms laid down.   

As part of its agronomic interventions, brand Safal is advising farmers on GAP for organic produce, providing them with the required logistical support, hand-holding them for adherence to compliances and facilitating technical inputs for crop upkeep and production enhancement in the long run.

Safal, the pioneer of organised retailing of fresh fruits and vegetables, currently offers horticulture produce that is not chemically altered or synthesised in any form. The brand has been instrumental in offering fresh produce directly sourced from farmers at competitive prices with accurate weighing and in thorough compliance to the food safety parameters.

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R C sharma 2018-12-24 10:43:31
Great to hear the news og Organic range launch by Safal To add -Please advise the outlet manager to learn more on Organic product. -Organic range is concept product so knowledge regarding the product from sourcing till packaging is to be at fingertips of the booth manager. -Try these a-Organic hours at safal shop b-Organic Day (any dy of the week-can be highest footfall day) c-Do encourage ecustomer not to buy torn packs and packs without Bills

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