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Fyffes plans India entry
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Saturday, 08 April, 2006, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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Delhi based Suri Fruit Agency to launch Suri Agro Fresh Pvt. Ltd., a joint venture company to procure fresh fruits for the global market. The new entity will specialize in the procurement, distribution and marketing of high altitude fruits, particularly apples. While Fyffes is one of the biggest fresh produce company in Europe, Suri has specialized in the procurement and distribution of high altitude fruits for over 50 years.
The Fyffes is to support the joint venture to introduce world class procurement, storage and transport system for fresh fruits. Establishment of controlled atmosphere cold storages, availability of good refer vans (to maintain cold chain logistics) and state of the art Pecker houses (to follow international standards in pecking) are some of the advanced methods to be employed by the new company. Announcing the 50:50 JV here, Eugene Caulfield, Managing Director, strategic development - Produce, Fyffes said that their objective is to work closer with the producers to improve quality standards and eliminate wastage. "The technological achievements will help to preserve the freshness and juiciness of the fruits longer and at the same time comply with international standards, which are to be followed in packaging and process. The JV will also open the ways for Indian fruits to enter into the European market and other SAARC countries".
"We will also be active in the production and development of organic fruits. Now the Indian consumers can get apples and other fresh and juicy high altitude fruits in all seasons at a fair price." Sudhir Suri, Managing Director, Suri Fruits Agency said.
Fyffes is one of the world's oldest fruit brand. The Fyffes Group has a turnover of US $ 2 billion with operations in 20 countries. The Indian JV marks its entry into the Asian market. Suri Fruit Agency is a major fruit procurer and dealer of North India which owns the brand "Enjoy". With over Rs 35 crore annual turnover, Suri has a network of 1500 farmers and a nationwide distribution chain for supplying fresh fruits all over the country and neighbouring countries.
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