NE BUSINESS BUREAU
AHMEDABAD, APR 14
With COVID-19 cases on the rise in the country along with summer heat, you may not be able to visit your local fruit-seller for mangoes, the natural immunity booster. From the comforts of your home, now you can get naturally grown, chemical and carbide-free, farm fresh mangoes – the king of fruits. To bridge the gap between farmers and consumers, Prime Fresh Limited on Tuesday announced the launch of its First Phase of B2C e-commerce fruits and vegetables platform www.primefresh.in. This B2C platform would now enable consumers of Ahmedabad and Mumbai to order online and have fresh fruits delivered at their doorsteps in Phase 1 of the Portal launch.
Incidentally, the portal was launched on the auspicious day when the farmers were celebrating Baisakhi, Chaitra Navratri, Gudi Padwa, Ugadi, Subho Naboborsho across the nation.
While inaugurating the Portal and speaking about this development, Jinen Ghelani, CMD, Prime Fresh Limited shared, “Today we have expertise in warehouse management & 3PL business services and we are managing more than 400,000 Sq. Ft. of warehouse operations across India for some of the retail giants of the country. Our fruits and vegetables are directly procured from farmers and packed at prime facility centers in absolute hygiene condition and delivered with utmost care. Prime Fresh Limited credits a huge experience since 2007 in sourcing, handling, sorting & grading, warehousing, ripening, storage, packing and delivery of Fresh Fruits and vegetables. We deal with Modern trade, Exports sector, wholesale & APMC, Retail, Corporate supply, Supply to food processing companies and General trade. In all these years Prime Fresh has built a wide network of over 35,000 Farmers, 52+ Agriculture Markets & 600+ Trade Partners. I am happy to announce the launch of first phase of our portal and I am sure this would mark the beginning of a new technology transformation for the betterment of Farmer Community and also for the End Users.”
Elaborating the details, Hiren Ghelani, Director of Prime Fresh limited shared, “We have already flexed our B2C operations of delivering fruits & vegetables in Ahmedabad, Mumbai, Navi Mumbai, Thane and Pune with a sustainable mission being Local For Vocal To Global. During COVID-19 Pandemic, Company’s dynamics are seamlessly evolving & exploring new tech-innovative approaches to serve its valued patrons without compromising on hygiene, quality, quantity and convenience. The size of the market ( more than 11 lac cr F&V industry, only 7-9% organized) is so large that all kind of formats and players including new entrance have the scope to grow exponentially from current levels. Inbfact, collaboration is likely to be a major opportunity going forward as many corporations wouldn’t want to duplicate & reinvent the entire ecosystem.”
“The fruits are naturally ripened on layers of penda (rice hay), without any chemicals or enhancers during the growing process as per the guidelines of Food Safety and Standards Authority of India. This brings in windfall gain for the fruit-growers as they can export their produce confidently and reap in good harvest of income,” added Hiren.
“During this year we have chalked out an Omni channel strategy which will continue to be way forward since there exist a huge gap and opportunity across all channels. Formalization of Sector is going to be a major theme over the next decade. At Prime Fresh Limited we have plans for Geographical Expansion, Category/ Product addition and also eyeing some interesting export markets. Looking at the technological advancements we wish to Tie-up with E-commerce players. Increase presence in More APMCs , Make maximum Use of Technology, Online platforms and applications, Add more food processing companies to portfolio and set up more DC/CC, “ added Hiren further.
In future, the company is planning to develop and invest in Farm and farmers management software for planned farming to harvesting and also establish Laboratory set ups for testing of various fruits & Vegetables to ensure residues levels up to the permissible limits. Use of softwares, Market intelligence and other research processes for better decision making on procurement planning, Harvesting, logistics, storages and pricing is one of the top priorities of Prime Fresh Limited in coming days.
