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Merino forays into potato processing
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Saturday, 08 July, 2006, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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wing ready-to-eat segment, the Delhi-based Merino Group is foraying into the processed foods segment with its `potato mash' products.
The product `Vegit Aloo Mash' (processed and dried potato flakes) is launched by the Agri-Division of the Century Laminating Company, a Merino Group entity, which has invested around Rs 15 crore in this business.
Vegit Aloo Mash is cooked, mashed and dried potato flakes sized to required form and density. Potato flakes are potatoes that have been through a process to yield a packaged convenience food that can be reconstituted in the home in seconds by adding hot water or milk, producing mashed potatoes with very little expenditure of time and effort.
Vegit Aloo Mash makes cooking easier and extremely convenient, reduces cost and wastage. Vegit Aloo has low fat and sugar content making it ideal as a wholesome food. Till recently chips was the main potato processed product in the country. With the launch of Vegit Aloo Mash new avenues for home culinary possibilities have opened up, from Aloo Parathas to Tikkis to Halwa to Cutlet and many Indian and continental cuisines using the versatile and convenient Vegit Aloo Mash
The product, which has been in the industrial segment for a year, will now be available in the retail market in 120 g and 400 g packets with a shelf life of one year. The company has set up a manufacturing facility with imported equipment from the Netherlands. The plant has a capacity of processing 300 kg potatoes per hour, which in phases would be increased to 900 kg per hour.
The company has earmarked around Rs 1.5 crore for marketing its product in the Capital, where it is being launched first. It hopes to take its product to the western and southern markets by the end of this fiscal.
The Group has also set up a tissue culture laboratory at Bhimtal (Uttaranchal) and Hapur (Uttar Pradesh) for the development and multiplication of potato seeds and other seed varieties. The company has organised a system of contract farming for producing select variety of potatoes. About 1000 acres of land is under cultivation in the current year through cooperative farming method benefiting 400 to 500 farmers. The network will be enlarged in the next year to reach 1000 farmers. Post harvesting management, modern cold storage techniques and comprehensive agronomy support are being extended to these contract farmers ensuring quality output consistently. Besides, upgraded cold storages ensuring farm fresh potatoes round-the-year with no compromise on the quality of potatoes during off season.
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