Mother Dairy forays into organic food segment

MOTHER DAIRY is the latest entrant in the organic fresh fruits and vegetables and other kitchen ingredients under its horticulture brand ‘Safal’. The company aims to make the Safal organic a ₹ 100 crore brand.

The new range of products labelled as 'Safal Organic'would be made available at selected 100 Safal booths across Delhi NCR, along-with Safal's existing range of edibles. Safal has around 300 booths in the region.

Safal organic will offer fresh fruit and vegetables such as apple, pomegranate, mausambi, lemon, potato, tomato, onion, ginger, garlic, etc. It 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.

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

Dr. Saugata Mitra, Director, Mother Dairy Fruits & Vegetable Pvt. Ltd. said, “In our effort to meet the ever-evolving needs of our consumers, we are now launching organic fruits and vegetables and kitchen ingredients in line with all regulatory, industrial, quality and food safety requirements. The fresh organic produce is being sourced from farmers with certified organic farms. As India houses the most number of organic producers, it is our sincere effort to help them by way of giving an assured market with right remuneration.”

The harvested produce is also tested for 127 pesticide residues in accredited labs. 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.