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ITC Launches 'Farmland Potatoes with natural low sugar and natural antioxidant variants - marks the Company's first foray into fresh fruits and vegetables
02 Nov 2017

ITC, India's leading FMCG major today unveiled 'Farmland' - its new brand for fresh Fruits & Vegetables. Farmland makes a debut in the Indian market with an exciting range of variants in potatoes such as Natural Low Sugar Potatoes, Potatoes with Natural Antioxidant, Baby Potatoes and French Fry Potatoes.

In line with ITC's uncompromising commitment to provide superior quality, safe, hygienic and nutritious offerings to consumers, 'Farmland' has been crafted with a mission to provide Safe and Nutritious potatoes to consumers and is an outcome of years of research and rich experience in working closely with farmers.

Farmland Potatoes come with the promise of low sugar, low fat and great taste. These potatoes are naturally low in fat and sugar with fat content below 0.2% and sugar level below 2% respectively. Farmland potatoes have been tested and endorsed by ICAR-CPRI, Shimla (Indian Council for Agricultural Research - Central Potato Research Institute), the premier institute for potato research and development in India. ITC along with ICAR-CPRI intend informing consumers of the nutritional benefits of potatoes and help dispel some of the myths around it.

With a consumer spend of approximately Rs. 500,000 crores, the Indian Fruits & Vegetables market is pegged at approximately Rs. 300,000 crores for the producers. ITC's brand Farmland will play in the fresh fruits and vegetables segment catering to the emerging consumer demand for safe and nutritious fruits and vegetables.

Announcing the launch, Mr. S Sivakumar, Group Head - 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 incomes to farmers who are an integral part of ITC's farm-to-fork value chain. Our brand Farmland will provide yet another win-win for the 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".

Potatoes are the largest consumed vegetable in the world and in India. We believe that Farmland potatoes with their superior quality & taste in different variants will resonate well with Indian consumers who today have distinct tastes and preferences. We are introducing them at highly competitive prices", he added.

The total market for table potatoes in India in consumer spend terms is valued at Rs. 70,000 crores with consumption in metros and mini-metros alone close to Rs. 5000 crore, which is what ITC's Farmland Potatoes range will address in the first phase.

Over the past several years, ITC's agri business has acquired unparalleled strengths in the potato category, managing close to 250 varieties of potatoes, access to the best potato technology in the world and global supply linkages. The ITC group is today the Number 1 seed potato company in India and by entering this segment is providing a value added market access to its farmers. This depth along with the scale of ITC's storage, handling and distribution infrastructure provides a compelling driver for the company to enter this fresh fruits and vegetables segment.

Farmland Potatoes will be sold through organized retail, e-commerce platforms and the neighborhood Vegetable vendors. Farmland Potatoes will be distinguished by their even grading, better quality, Consistent good taste along with the promise of safety and nutrition value. They will be sold at a small premium of 10-15% over local prices.

The four introductory Farmland Potatoes variants will comprise of Naturally Low Sugar Potatoes in 1 kg packs for popular dishes, Potatoes with Natural Antioxidant in 1 kg packs for all purpose use, Baby Potatoes in 500 gm pack for special dishes, and French Fry Potatoes for longer crisper fries in a pack of two large potatoes.

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