Beverages & Food Processing Times

India’s Ist Fortnightly Newspaper For Beverages, Food & Allied Industries

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Vol. 5, Issue 12, May (I) 2013, Rs. 20/-

Amul to begin international auction of its Dairy Products soon

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ujarat Cooperative Milk Marketing Federation, the maker of Amul brand milk products, will begin offering its select products to global buyers through an international auction site from next month.

“We will begin selling our SMP (Skimmed Milk Products) and WMP (Whole Milk Powder) products throughGlobal Dairy Trade platform from June this year.

It will provide us direct access to 900 globally big customers and also help fetch better price for our produce,” Gujarat Cooperative Milk Marketing Federation (GCMMF)Managing Director R S Sodhi told.

“Internationally, the market for SMP & WMP products is improving day by day...exports are equally getting lucrative,” he said.

With this, India joins the league of Europe, the US, Australia and New

Zealand in selling dairy products through the international auction

route, where prices stand at record highs.

Amul, which is among the top five fast moving consumer brands in India, will begin competing with international dairy brands like Europe’s Arla, US-based Dairy America and Australia’s Murray Goulburn.

It would also be competing with New Zealand’s Fonterra, which owns GDT, to sell through the auction route.

GDT is an auction platform for internationally-traded commodity dairy products. It has become the leading price reference indicator for the products traded.

GDT trading events are conducted as ascending-price clock auctions run over several bidding rounds.

In each auction, a specified maximum quantity of each product is offered for sale at a preannounced starting price.

CCI gives green signal to Cargill JV in North America

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air trade regulator CCI has approved US-based food major Cargill’s proposed joint venture with ConAgra Foods and CHS Inc in North America, saying that the deal will have no adverse impact on competition in India. Cargill sells food items, including food ingredients and edible oil brands such as Sweekar and NatureFresh, while ConAgra Foods operates in the country through Agro Tech Foods.As per the proposed deal, all the three US-based companies would consolidate their flour milling and other related business in North America, along with that of their respective subsidiaries into a new company called Ardent Mills.

In an order dated April 23, the Competition Commission of India (CCI) observed that “the proposed combination is limited to certain businesses and assets of the parties (Cargill, CHS and ConAgra) in North America and do not involve the operations or assets of the parties in India”. “...the proposed combination is not likely to have an appreciable adverse effect on competition in India and therefore, the Commission hereby approves the proposed combination under the...(Competition) Act,” it added.

As per the deal, ConAgra, Cargill and CHS would establish H M Luxembourg S a r l (HMLS) as a joint venture, to combine their North American (Canada, USA and Puerto Rico) flour milling operations and other related business along with that of their respective subsidiaries.

Cargill, an international producer and marketer of food ITEMS, is stated to operate in India through its group companies in different businesses, including edible oil and food ingredients.

ConAgra, also a US-based food company operates in India through Agro Tech Foods in which it is stated to hold 51 per cent equity shares. Agro Tech Foods offers various food and food ingredient products.

US-based CHS is a cooperative owned by farmers, ranchers and their member co-operatives across the US and does not have any assets in India.

Following the agreement between the three companies, HMLS approached CCI for its approval earlier this month.

Beverages & Food Processing Times-May-I-2013

Beverages News

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Coca-Cola eyes India, China for its diet drinks

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oca-Cola says it will make lower-calorie options and clear calorie labeling more widely available around the world, intensifying a push against critics who say its drinks pack on the pounds.

The Atlanta-based company, which makes Sprite, Fanta and Minute Maid, already offers diet drinks in most markets. But there’s no consistency in their availability, particularly in emerging markets such as China and India.

Coca-Cola also said that it would support programs that encourage physical activity and no longer market to kids younger than 12.

The company did not say in which countries it currently markets to children.

With sugary drinks often blamed as a culprit for making people fat, Coca-Cola Co. has been more aggressive in trying to convince customers its products can be part of a healthy lifestyle. Earlier this year, the company aired its first TV ad addressing the matter in the U.S. and has since been rolling out the spot to other countries.

The ad touts Coca-Cola’s wide range of lowercalorie offerings. But executives have also made a point of standing by the company’s full-calorie drinks, saying that physical activity plays an important role in fighting obesity.

“There is a place for all of our beverages in a healthy lifestyle,” CEO Muhtar Kent said in a call with reporters.

The announcement from Coca-Cola comes as packaged food companies across the industry look for growth in emerging markets, where middle-class populations are growing rapidly.

As more people head to cities and see their incomes increase, they’re more prone to eating convenient packaged foods that critics say have fueled obesity rates in developed nations.

The shifting populations around the 1. Similar to sugar world nevertheless represent an enormous Taste opportunity for companies. For example, CocaCola has noted that Americans on average Texture drink 403 servings of its various beverages a Stability year. That compares with just 12 servings per year in India and 38 in China.

Easy to use And the company’s diet options aren’t nearly as popular in such countries as they are back 2. Reduced sugars/Low GI at home. In the U.S., where soda consumption has been declining for years, diet drinks now account for 41 per cent of sales for the flagship 3. No added sugars Coke brand. That’s up from single-digits in the 1980s.

Even in major Chinese cities, by contrast, the percentage of sales that diet options account for is in the “high single digits,” Kent said.

Coca-Cola Co. says its goal is to have diet options available wherever regular versions are sold. But that doesn’t mean there would be a diet alternative for every particular brand.

For example, if a store in India sells Coke it might also offer Sprite Zero, which doesn’t have any calories, to meet the goal.

The company also says it’s working to have For your local contact : ROQUETTE INDIA PVT LTD cans and bottles around the world display Email : foodbiz.india@roquette.com - Tel. : +91 22 2570 6775 - Fax : +91 22 2570 6770 calories counts on the front of labels, as it does th 702, Powai Plaza, 7 Floor, Hiranandani Gardens, Powai, Mumbai - 400 076 in the United States. www.roquette-food.com But the company didn’t have a timeline for when it hoped to achieve its goals.

In Bakery

Beverages & Food Processing Times-May-I-2013

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Beverages & Food Processing Times-May-I-2013

Food Safety

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Food Safety and Standards Authority of India Expert Group on Milk and Milk Products Synopsis of Strategy and Action Plan for Ensuring Safety of Milk and Milk Products

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ilk is an important food for households - both in rural and urban areas, even though consumption levels vary across income classes and regions. The household demand for milk and milk products is projected to be around 1800 lakh tonnes in 2021-2022.

The dairy industry handling the marketable surplus of the milk can be broadly divided into the organized sector and the unorganized sector. The organized dairy sector registered under the Milk and Milk Products Order, 1992, rev. 2002 (MMPO) - has a good share in milk products market.

But the products manufactured are mostly westerntype in nature like table butter, cheese and different types of milk powders. Even though the organized sector has entered the market of indigenous milk products like ghee, shrikhand and paneer, these markets are mostly controlled by un-organized sector.

The organized sector, especially co-operative dairy sector, disposes large portion of milk as processed liquid milk and only surplus is converted into products.

The unorganized dairy sector comprises numerous, small and/ or seasonal milk producers/ traders that are not registered under the MMPO. They are involved in selling raw liquid milk, boiled liquid milk as well as manufacturing and selling mainly indigenous milk products like peda, barfi, rasgulla, khoa, paneer, ghee etc., usually at the local level, but have a major share in

these milk products. There are no official records on number of such unorganized dairy units.

The organized dairy sector has been paying increasing attention, though not adequate, on improving quality of products. Enforcement of rules is also concentrated mostly on this sector, while the unorganized dairy sector largely remains unattended.

In relation to this Food safety and standards authority of India (FSSAI) has prepared a base working paper on strategy and action plan for ensuring safety of milk and milk products. FSSAI constituted an Expert Group on Milk and Milk Products with the responsibility of drawing up an action plan and strategy for ensuring safety and quality of milk and milk products. Six terms of reference were specified for the work of the Group to be completed within 3 months.

The Group included 7 members representing research institutions and dairy industry, with the CEO, FSSAI as its Chairman, NDDB as coordinator and a representative of the Department of Animal Husbandry, Dairying and Fisheries, Government of India, as joint coordinator.

The basework covers 3 goals which include assessment of food legislation at national level, preparation of a country profile and preparation and implementation of national food safety programme, and evaluation of food safety activities.

The expert team has analyzed few

problems related to food safety/ quality in export and import of M&MPs. In exports the team observed that the standards based on As - Low - As - Reasonably -Achievable (ALARA) principles are more stringent than Codex, e.g.

EU ML on aflatoxin M1 in milk, also that the importing countries demand, infrastructural measures to meet requirements, e.g. use of milking machine to maintain hygiene, rapid alert system not based on a systematic approach, thus generating unfounded fears about the exported products. On the import front the team realized the scope for the emerging food safety threats: e.g. melamine in dairy foods from China, presence of non-permitted food additives in imported foods and inappropriate / inadequate labeling on the packages of imported foods.

India produced 1,048 lakh tonnes of milk in 07-08 and in the same year India’s total per capita availability of milk was 252 g / per day. The estimated demand in 2021-22 is around 1800 lakh tonnes.

The paper further highlights the aspects needed to be addressed under the Prevention of Food Adulteration Act and Rules, like the standards for residues of chemical contaminants are not all based on risk assessment, there are no standard for veterinary drugs in milk, laboratory infrastructure facilities need strengthening and that the enforcement of product quality and safety standards are inadequate.

Similarly the MMPO (Milk and

Milk Products Order) needs to be reviewed - the hygiene and the requirements to be strengthened.

The professional food handlers – those working in food-processing and manufacturing industry, and food catering (hotels, restaurants and street food stalls) should possess necessary expertise and skills in order to comply with the food safety regulations. Training should also focus on the principles of Good Agricultural Practices (GAP) and Good Manufacturing Practices (GMP); Practices for controlling different chemical contaminants in foods and the principles and application of quality assurance system based on HACCP. The expert group has stressed on public education and participation in ensuring food safety which is not adequate, industry efforts to educate consumers on food safety limited to label information on appropriate use of products and the need to devise mechanism for proper, adequate and continual

education of consumer on food safety - such as through media.

The action required by the FSSAI will be to finalise food safety policy and finalise a plan of action for safety and quality of M&MP as outlined in the report, to implement the plan, food safety and quality legislation to be regularly evaluated and revised, to check if necessary and action needed to review standards as outlined in ‘Actions required.’

A system and plan of frequency of food inspection activities should be developed and implemented. The frequency of food inspection activities should be prioritized according to risk: with comparatively high-risk milk products (like milk baby foods, milk, and ice-cream) being given the priority. Special emphasis must be given on monitoring operations in unorganized sector and adulteration.

The paper esteems to ensure sustained consumer confidence that the food is safe and of the claimed quality through generation of awareness on responsibility towards food safety in all the stakeholders; availability of science – based standards elaborated through a transparent process involving all the stakeholders; and regulation of various activities in the food trade, that impact safety and other quality attributes of the food, under an integrated and well coordinated national food safety system.

The group has underlined the plan for FSSAI to develop a system, to coordinate food control activities with the State Food Safety Authorities effectively, to regularly monitor and audit system performance (including performance of State Food Safety Authorities) and to participate in Codex meetings effectively.

The action group wraps up by saying that the national food safety system and its activities should be evaluated after a pre-determined time frame to determine its effectiveness as envisaged and its capability to address the emerging food safety concerns.

Beverages & Food Processing Times-May-I-2013

News

McCain Foods hands Law & Kenneth creative duties Following a multi-agency pitch last month, McCain Foods India has appointed Law & Kenneth as its new creative agency. The agency has been mandated to build awareness for the McCain brand in India by developing and implementing an integrated brand communication approach through all media touch points.

McCain Foods India is the subsidiary of McCain Foods Canada, that develops frozen food products including french fries, aloo tikki, idli-sambar combo and real cheese appetizers.

Vikas Mittal, managing director, McCain Foods India, said, “We see a big opportunity in making McCain a part of the food basket of Indian household and see Law & Kenneth team as a key partner in creating the communication platform for achieving this goal”.

Gunjan Pandey, general manager, marketing, McCain Foods India, said, “We wanted to partner with an agency that has the required innovative approach to tap into consumer insights in order to create deeper connections with consumers. Law & Kenneth won

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the account on the basis of their strong consumer insights and creative direction”.

Talking about the new business win, Sanjeev Gauba, senior vice president and branch head, Law & Kenneth, Delhi, said, “We are very excited to come on board with McCain team. We look forward to help them in taking the brand to the next level.”

“McCain offers a great opportunity to do exciting creative work on the category and the product,” added Parul Arora, executive creative director, Law & Kenneth, Delhi.

Mitsui & Co Ltd Partici pation in Processed Tomato Business in India

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itsui & Co., Ltd. (“Mitsui”; Head Office: Chiyoda-ku, Tokyo, President and CEO: Masami Iijima), together with Kagome Co., Ltd. (“Kagome”; Head Office: Nagoya, Aichi, President: Hidenori Nishi), and Ruchi Soya Industries Limited (“Ruchi Soya”), one of India’s leading FMCG (fast moving consumer goods), agribusiness and food processing companies, have agreed to establish a joint venture company (“JVCO”) for the manufacture and sale of processed tomatoes. Mitsui and Kagome will establish a special purpose company (SPC) that will acquire 60% ownership in the JVCO. India is one of the largest consumers of tomatoes, as well as the second largest tomato producing country in the world followed by China. Although

raw tomato consumption is the mainstream means of consumption in today’s India, the market for processed tomato is expected to expand in the near future considering the remarkable economic growth and dietary culture changes.

Kagome, a leading producer of processed tomatoes with production and distribution knowhow, has designated India as one of the core countries for its overseas business due to the country’s remarkable economic growth and status as a major tomato consumption. Furthermore, Ruchi Soya, which is part of the Ruchi Group, with whom Mitsui has joint business, is a leading company with an extensive distribution network as well as profound business know-how in India. We will explore the processed tomato market by combining the strength of Mitsui’s global network,

Kagome’s manufacturing know-how and Ruchi Soya’s distribution network.

Mitsui’s key initiatives under the Mid-Term Management Plan are acceleration of the implementation of a global strategy and acceleration of business development in emerging markets with rapid economy growth. Furthermore, Mitsui will accelerate business deployment in India, whose market is expected to grow continuously. Mitsui will also aim at expansion of the food market through cooperation with Ruchi Soya, a major local food company, by capturing the changes in lifestyles and dietary culture and offering high-quality processed tomato products together with Kagome, a leading partner in processed tomato business.

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Beverages & Food Processing Times-May-I-2013

Exclusive Interview

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Emphasis, rewards for farmers needs to be enhanced to improve quality & tonnage of fruits & vegetables

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OODPRO International Inc., USA, is a Food Processing and Distribution specialist and a leader in area of “Design & Build” of all types of Food Processing facilities. Headquartered in San Jose, California, FOODPRO INTERNATIONAL, INC. was founded during 1982. Today, the company executes projects all over the world, including India.

Foodpro International, Inc. has successfully completed more than 450 food industry related projects in more than 43 countries. Some of the areas in which Foodpro has been very successful are in the post harvest handling, treatment and storage of fruits and vegetables, all types of processing (cooking, freezing and dehydration as well as extraction and concentration) and in maintaining the cold chain in the distribution of perishable products.

The principals of Foodpro represent a solid food industry background; together they embody more than a century of dynamic experience within the food industry. Foodpro’s team of specialists is backed by associates in every field of engineering and food technology. As one of the leading advisors to the food industry worldwide, FOODPRO has helped many companies expand existing operations or develop new ones.

Now Foodpro has partnered with the eminent globalcompany Bry Air AsiaAsia, head quartered in India to make its progressive venture here in India. They have big plans and thoughts to enhance the food industry in India. While chatting with Dick Jennings, Director of Food Pro International, Our Editor– Firoz H Naqvi came to know about their humungous plans for the food industry, their partnerships and future plans in India.

Could you tell us about your company and are your ground interest in India?

The long relationship we have had with BryAir coupled with the interest in the Indian food industry actually resulted in our deep attention in India. The main reason was that the emergence of Indian food industry as a potential market made us renew our long time relationship with BryAir. We have read and understood the decision making of the government of India, and not to mention that from the economic point of view India is a miraculous market for most international companies like us. Food Pro is a multifaceted company and has profound knowledge from farm to fork concept. Also we have the resources of experts from all over the world that can address every aspect of the food chain.

With coincidental presence of our friends BryAir and the kindred food operation here was the turning point in our decision to enter the Indian food industry to explore its potentiality. We look forward to expanding with them together with providing each other with mutual needs and requirement.

You have been traveling throughout India, so could you tell how do you view the business culture of India especially related the food processing industry?

We feel that there is much be done, however the situation is perfect as you have good aggressive and hardworking population who senses values and senses what they are missing and many of them have responded to us in their own way in our supermarkets or machinery

manufactures or food operation themselves . They welcome the attempt to put things together.

Though I have not had a chance in this trip to look closely at the farming situations which are vital as we always stress that if farms are not producing what is needed then none of us can get anything done. Farms are the backbone of all food processing business so our basic work is to enhance the farming level here.

Do you think there should be collective effort right from the farm to the fork for coordination and need for efficient leadership?

No doubt, but then the pleasant aspect of the situation here in India, is the fact that the government not to mention the private sector is right behind this with their several schemes and each one of which would result in some cohesive action among the different players.

The farmer needs to be shown that they can get a good income each year which is also renewable. That is to say if we get a couple of dozen farmers with a given area and a given crop and we can develop and assure the farmer with the help of the government that this long term effort. We are looking forward to build that relationship.

This thought process should be within the agriculture people the world over.

Being one of the largest producers of vegetables and fruits in the world India is still lagging behind, what do you think is needed to be done to make our presence being felt in the international market?

Emphasis and rewards for the

farmers needs to be enhanced so that they can improve the quality as well the tonnage of the fruits and vegetables. We visited several supermarkets in India and emphasized on the produce section, although much of it is fine but still a great is disappointing.

The appearance of the product and its physical properties were not up to the mark instead they seemed to have suffered the path from the cold storage to the market.

This has many reasons, which needs to overcome as soon as possible. But the money produced by the farmers consistently needs to be increased thus making the farmer grow big and do a better job both in quality and quantity.

India definitely needs both.

Recently the Indian government has announced that they are going to accept 100 percent FDI in the retail sector and with the entry of giants like Metro Cash n Carrys and Wal-Marts of the world, do you think the produce will now be of higher and better quality?

Certainly, let’s see the example in what we did in Moscow – we set up a produce centre, and for this supermarkets from France and Germany came in with beautiful stores but did not have the produce section. This step was to enlighten the Russian buyer to the importance of clean farm produce, with which they were not aware of. This step was also the way to show that the industry that was dated thousand years ago could be defined in a whole way by presenting clean, hygienic and fresh farm fruits and vegetables.

So ultimately with dedicated hard

work we now have a lot of super market over there with beautiful farm produce section which not only excels in quantity but also in quality.

The same thing can happen here in India, if we follow the same step and divert to consumption of clean fruits and vegetables, it will be inherently be very good for us as well as for the Indian economy and farms. Let’s say delivery loads of grapes or mangoes can go to fresh market, dehydrated, processed, frozen etc. all this engages so many people and involves year round operation for the food stuff and hence gives a happier economical future for the entire sector.

Indian is going through high inflation rate in recent times especially in the food sector, do you thing that organized processing of fruits and vegetables will help to stabilize the food prices to some extent?

Absolutely because if there is scarcity, prices goes-up. So what needs to be done is to level off the production on a year round basis as best possible for the main food stuffs here in India. Though you have a proper harvesting period of two to three months, building a proper infrastructure is important, because this will enhance the ability to handle the fruit and vegetables as they come in and then the capability to store them in cold storage awaiting production.

This method can ultimately require fresh fruits and vegetable as well as finished produces, but also it can handle certain production like fresh grape jelly and peanut butter or fresh farm carrot, so that it is available all over the year for the

consumer. In this way there won’t be wide swings in the price of these commodities. Also they can switch from one group to another which should be abundant and also be evenly priced- if things get short the price goes up the production stops, may be the farmers will learn from this.

Eventually we all are in it together and things we have discussed today will naturally heighten the normal flow of product to the market which means normal pricing.

How do perceive your partnership with Bry Air, and what responsibilities are you going to divided and share?

Bry Air Asia will continue in their normal way. We operate and we consider ourselves to be lucky to be their partnership in many ways – like they know most of the people involved in the Indian industry which can be of great advantage to us. We in turn can divert their attention from their primary efforts to more into the food sector. Because we have staff of food experts in various roles such as farming or dehydration or quick freezing, we also have case history and also we can adapt the techniques and economic case studies that will benefit everyone.

Our partnership with Bry Air Asia is nothing but a pleasure to work together. Their ease of working with several industries here puts forward a clear advantage for us including the governance. Bry Air Asia and Food Pro joint venture will go a long way benefiting each other mutually.

Beverages & Food Processing Times-May-I-2013

Trans Fats

REMOVE TRANS FROM YOUR DIET By-Gauri Iyer Technical Expert, Kamani Oil Industries Pvt Ltd

Importance of oils and fats in our diet Oils and fats play a vital role in nutrition.

They also play an important role in food preparation by enhancing the taste, adding mouth-feel, texture, and conducting heat during cooking. It also provides eating pleasure and feeling of satiety.

Oils/Fats are the most efficient source of food energy. Each gram of fat provides 9 calories of energy for the body, compared to 4 calories per gram for carbohydrates and proteins.

They help the body use vitamins i.e. they act as carriers for oil soluble vitamins like A, D, E, and K. It helps in nourishing skin and hair. Many of the vital organs, especially the kidneys, heart, and intestines are cushioned by fat that helps protect them from injury and hold them in place. They are the major components of cell membranes.

Hence oils and fats form an integral part of any healthy and balanced diet. Though excess of oil/ fat is considered as culprit for many life style diseases, right quality and quantity of fat is required for normal functioning of body. A diet very low or high in oil/fat may not be optimal for good health. It is very important to choose the correct type of oil or fat. Intake of fats also affects the blood cholesterol levels which is directly linked to heart disease, the most common being the coronary heart disease or CHD. Trans fats and its nutritional significance There are four basic types of fats: monounsaturated fats (MUFAs), polyunsaturated fats (PUFAs), saturated fats (SAFAs) and trans fats. MUFAs and PUFAs are good fats; TRANS and to some extent SAFAs are bad fats. Too much of SAFAs raises LDL (bad) cholesterol levels. MUFAs lower LDL (bad) cholesterol and maintain HDL (good) cholesterol. PUFAs reduce LDL (bad) cholesterol, but too much can also lower HDL (good) cholesterol. Trans fats which are formed during the process of hydrogenation, tend to increase the LDL level which is the bad cholesterol and decrease the good cholesterol i.e. the HDL which may lead to cardio vascular disease (CVD). Trans fats also increase triglyceride levels in the blood, adding to our risk of heart disease. Consumption of trans fats can also lead to diabetes, obesity, immune system dysfunction. Hence Trans fat is considered as the most harmful type of fat.

Before 1990, very little was known about how trans fat can harm your health. In the 1990s, research began identifying the

adverse health effects of trans fats. Trans fats are present in hydrogenated fats like Vanaspati, margarines and shortenings.

Trans fats can be found in many food products made from these hydrogenated products – in baked goods including pastries, pie crusts, biscuits, pizza dough, cookies, crackers and also in fried foods like French fries, doughnuts, etc.

Current Scenario Globally there has been a trend to produce trans free/ low trans containing food products. The American Heart Association and the World health Organization recommend limiting the amount of trans fats in-take to less than 1 percent of total daily calories.

That means if an average individual needs 2,000 calories a day, no more than 20 of those calories should come from trans fats.

That’s less than 2 grams of trans fats a day.

The Food Safety Standards Act of India (FSSAI) has issued notifications to amend the Food Safety Standards Regulations 2011 and has put a limit of 10% maximum for trans fats in

Vanaspati, Bakery Shortening and Margarine. The content of trans fats and saturated fats also needs to be declared in the labels of packaged foods along with other nutritional information.

Challenges Oils and fats manufacturing companies are now gearing up to market low trans or trans free products. Nowadays, many fast food manufacturers have undertaken extensive developmental efforts to reduce or even eliminate trans fats in foods.

Inorder to cater to the needs of the modern consumers and promote healthy eating habits, Kamani Oil Industries Pvt Ltd has established itself as a pioneer in developing Trans free products for the food industry and 99% of our products are catering to various food catergories like bakery, confectionary, frozen desserts, dairy segment, nutritional and culinary food segments.

To lead a healthy and fulfilling life it is best to cut down trans fat intake, switch to healthier options, have a balanced diet and supplement it with regular fitness exercises. Healthy diet along with regular exercise and maintaining healthy body weight helps in stress management thus further helping in combating other lifestyle diseases.

will soon provide a single source comprehensive consultancy on

Food Processing in partnership with

USA

a global leader in consultancy of Food Processing lines This is India’s first such professional consultancy service which will fulfill the longstanding need for acquiring know-how and techniques for a well-organised system of collecting, handling, forwarding and processing of fruits and vegetables.

The development of this industry is in keeping with the Government of India’s “National Mission for Food Processing” with the objective of drastically reducing the enormous wastage of fruits and vegetables in the country.

Foodpro India

A Division of Bry-Air (Asia) Pvt. Ltd. Email: foodproindia@pahwa.com

www.bryair.com

RB/BA/1255FCA9

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espite the challenges, food industry in India has recorded a phenomenal growth in the last few years. Rapid urbanisation, changing lifestyles, and above all rising disposable income are the major contributing factors for this growth. But with sedentary living, higher work stress, rising pollution levels and unhealthy eating habits, lifestyle disorders / diseases are gaining prominence in India. With growing concerns about lifestyle diseases, consumers are also gradually becoming health conscious and are demanding healthier foods. Health and Nutrition has become the major aspects in everyone’s life. It is now indeed a challenge for formulators to manufacture healthy food products without compromising the taste profile.

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Beverages & Food Processing Times-May-I-2013

Dabur India opens $16mn fruit beverage plant in SL

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ndo-Sri Lanka relations that date back to the ancient times cannot be shattered by anyone. The business dealings between the two countries have strengthened now, more than ever before, said Economic Development Minister Basil Rajapaksa.

Minister Rajapaksa expressed these views at the inauguration ceremony of Dabur Lanka state-of-the-art fruit based beverage manufacturing plant located at Yakadagala Estate, Kotadeniyawa in Mirigama.

Established under an agreement with the Board of Investment of Sri Lanka, this new manufacturing facility has been set up with an initial investment of US$ 16 million and with a capacity to produce 280,000 cases of fruit-based beverages every month.

Speaking further Minister Rajapaksa said that the fruit growers in the area would economically benefit from the plant having modern amenities.

“The factory, in addition to providing jobs, will also benefit the fruit and vegetable growers in

the area as measures are being taken to facilitate them to sell their produce to the factory,” said the minister.

The plant will employ around 75 people at the start of production during this month, and will increase the number of staff gradually to keep pace with demand and capacity expansion.

It will also offer the opportunity of providing indirect employment opportunities for hundreds of people in this country.

The plant has been set up in full compliance with the green principles by utilizing environment-friendly building practices during construction.

Technology interventions have also been put in place to continuously monitor waste generation and constantly improve effluent waste treatment at the plant.

The inaugural ceremony was attended by the representatives of the government of Sri Lanka. Also present were former Indian High Commissioner, Ashok K. Kantha, Dabur India Ltd Chairman, Dr Anand C. Burman and Dabur India Ltd Chief Executive Officer, Sunil Duggal.

Coke, Pepsi bet on health drinks now

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ith Indians taking to calorie-watching in a serious way, the demand for energy and sports drinks, also called ‘lifestyle drinks’, is slowly and steadily gaining fizz. So much so that beverages giants Coca Cola, with its energy drink Burn, and PepsiCo with its Gatorade, are trying to muscle in on the $155-million nascent market, dominated hitherto by GSK, Heinz and Amway.

While energy drinks have been present in India for a few years now, the category of ‘alternative beverages’ is gaining ground on conventional beverages and carbonated drinks.

In fact, it is not just drinks but even water, like in the West, is being infused with vitamins.

Beltek Canadian Water recently introduced Wild Water, a vitaminenriched water, in various flavors.

“In India it is a new category,” said Steve Verma, director, Beltek Canadian Water Ltd. Conventional beverages cost R15 -20 per 100-150 ml bottle, while energy drinks start at R80100 per 100-150

ml bottle. Despite the price tag, though, consumers are still opting for these new-age drinks and the market is expected to grow annually at 28-30% according to retail consultancy firm Technopak Advisory.

Providing choices to consumers holds the key to success, said experts and company executives.

“Energy drinks play an important functional role in consumers’ lives by vitalising the body and mind,” an executive at Red Bull, a leading energy drinks major in India, chanted.

“The attempt is to provide choices to consumers that satisfy their needs on all occasions,” a CocaCola executive added.

PepsiCo India’s spokesperson said the brand has been associated with marathon races, and has entered into partnerships with leading gyms in metros.

Beverages News

8

Cocoberry stirs up frozen yogurts

T

here is an unlikely contender in the breakfast ready-to-eat market. Cocoberry, the first Indian premium yogurt chain, is set to portray its frozen yogurts as a substitute for traditional breakfast this summer. Rather than be seen only as a dessert option, much like an ice-cream, Cocoberry is set to play in the breakfast segment with its ‘long-life’ yogurt. The take-home tubs of yogurts, to be launched next month, are expected to grow sales by 15 to 20 per cent for the brand.

Internationally, frozen yogurt is consumed with fruits, cereals and granola for breakfast, or else, as parfaits in desserts. In India, it is trying to carve out its niche, jostling, so far, with ice-creams for the consumer’s out-ofhome dessert consumption.

Cocoberry’s move into packed tubs will also give it a chance to tap into the inhome dessert consumption that ice-cream brands already exploit.

However, it now wants to pitch its frozen yogurts as ‘all-day meals’, with a greater emphasis on breakfasting. Rahul Deans, the CEO of Cocoberry explains, “Yogurt is seen as an after-meal dessert in India.

However, internationally it is a breakfast item.” Usually frozen yogurts cannot be stored or refrigerated. But to seed the product as an off-the-shelf breakfast meal, Cocoberry had to ensure longer shelf-life. That is why it brought in technological changes to make its yogurts last atleast six months in refrigeration. That beats the shelf life of even regular yogurts (10 days or so). No other yogurt manufacturer has marketed such a product till now, giving it the firstmover’s advantage.

Cocoberry also has a galore of options in the kinds of frozen yogurts it will put out, hoping to cover varied tastes across markets.

The company had launched a sugar-free and a sweeter yogurt range in April. The sweeter yogurt is less tangy than regular yogurt.

However, it will not be an easy ride. “There is practically no market for frozen yogurt,” says RS Sodhi, managing director of Gujarat Cooperative Milk Marketing Federation (which markets the Amul brand and offers both frozen and regular yogurts).

“Consumers don’t know the difference between yogurt, dahi and ice-cream, and prefer dahi over yogurt. The market is at a nascent stage in India and requires a lot of investment and awareness to get traction,” he explains.

Targetting the breakfast market too can pose its own problems.

Breakfast is seen by many food brands as the meal to grow new habits in. Lunch and dinner preferences are considered difficult to alter for well-entrenched palates that Indians have. While Kellogg’s challenge may have become iconic in this respect, Deans has provisioned for it. “Corn flakes took time to become a breakfast item in India. Yogurt may also take time. But there are signs of change

as at least half our customers eat at our outlets once a week. And, not because it’s healthy, but it’s tasty,” he notes.

Deans is banking on the target audience for its tubs. “It is the young working mother in a fitnessconscious nuclear family who has to serve up a good breakfast but has little time to prepare one,” says Deans.

Ankur Bisen, vice president and head (retail and consumer products) of Technopak Advisors, a Delhi-based consultancy firm, feels that Cocoberry’s positioning yogurt as a substitute for breakfast and in a tub may be a step forward in connecting with consumers.

“Only those who have travelled the world identify with frozen yogurts. So, the players will need to connect with consumers beyond their outlets.”

But could pricing play spoilsport?

A small Cocoberry frozen yogurt tub is likely to cost you Rs 100.

Sodhi believes expansion becomes difficult for those who are not in the mass market. After all, regular yogurt, which also has a strong health plank and a stronger familiarity, comes for much lower.

A 200-ml pack from Nestle is priced at Rs 40, while Cocoberry may sell a scoop for Rs 100-125, according to observers. Regular frozen and sweeter yogurts are priced anywhere between Rs 39 and Rs 250, with the sugar-free ones priced 10 per cent higher by Cocoberry.

Competing with companies with deep-pockets and wider distribution has always been a challenge for frozen yogurt retailers, especially since they need to open shop in expensive, upmarket areas to cater to their clientele. The need to hedge has also led them to launch cold beverages like ice-tea, cold chocolate and snacks like waffles and sandwiches, like the USbased Red Mango which is a competitor. It also has working women comprising a good chunk of its customers and positions itself as a health-QSR (quick service restaurant), offering parfait as a substitute for lunch. “It has 320-350 calories, which is better than having chhole bhature, for example,” says Tanvi Bhatia, head of marketing at Red Mango. The company also has low-fat, gluten-free and probiotic yogurts. Other players include the South Korea-based Yogurberry, Kiwi Kiss, and Mumbai-based Yogurtbay, all with outlets mostly in the metros. In comparison, Cocoberry has 30 owned-stores across the country and is eyeing the smaller cities through the franchise model.

It remains to be seen whether frozen yogurts will eat into the packaged yogurt market or the branded ice-creams market. Assocham recently noted that growing at 4045 per cent annually, the organised yogurt industry is likely to become a Rs 1,200-crore market from its current size of Rs 750 crore as a low-fat, or even no-fat, alternative to ice creams and drinks. The ice-cream market is at around Rs 1,600 crore. While frozen yogurt consumption in India is a measly 0.3 kg per capita, compared to 17.8 kg in France, ice-creams have a long way to go too, with an equal per capita consumption in India, compared to 26 litres in the US. Cocoberry hopes to tip the balance in favour of frozen yogurts with its breakfast meal pitch.

Parag Milk Foods enters beverages Mumbai-based Parag Milk Foods has entered the beverage segment with the launch of ‘Topp-Up’.

The milk beverage category is estimated at Rs 3,500 crore with Amul as the leading player in the segment.

Topp-Up is the fourth consumer brand from the company which already has brands such as Go (cheese, yoghurt, UHT milk ), and Gowardhan (milk, ghee, paneer, dahi ).

Addressing a press conference, Devendra Shah, Chairman, Parag Milk Foods, said, “We are planning to invest Rs 20 crore for a new plant while another Rs 15 crore will be the marketing budget for the brand.

Topp-Up is priced at Rs 20 for 200 ml and available in four flavours - Elaichi, Strawberry, Rose and Mango”.

Beverages & Food Processing Times-May-I-2013

Beverages News

9

Rasna launches ready-to-drink beverage targets Rs. 400 crore turnover in 3 years W

ith an exclusive market strategy in place for its new brand Rasna Ju-C, Gujarat’s home-grown player, Rasna, fondly known for creating the soft drink concentrate category in beverages, is targeting at achieving a turnover of Rs. 400 crores and a market share of 4-4.5 per cent at the end of three years. Rasna has recently forayed into a new category- the read-todrink beverages with the launch of Rasna Ju-C. The ready-to-drink beverages industry in India is already a cluttered space with PepsiCo’s Tropicana and Dabur’s Real Fruit juice as the dominant players.

Rasna, which, according to estimates, enjoys more than 80 per cent market share in the powdered and concentrates category, will need to recreate the same success story for Ju-C to compete in the Rs. 5000 crore beverages industry growing between 15-20 per cent.

Ju-C seeks to target kids who are adventurous and its communication approach will also reflect that tonality. It will organise adventure-centric BTL activities in schools, and in association with the RWAs. The campaign will hit the market in mid-May and will be primarily be led by

outdoor communication, print and radio. The company has also introduced a new Rasna girl, Avan Khambatta, who is the daughter of the Chairman of Rasna, Piruz Khambatta.

Rasna has formed a separate division, Rasna Beverages, which will operate as an independent business unit and will manufacture and market Rasna Ju-C. In fact, all the subsequent ready-to-drink formats that Rasna launches will

be part of this new entity.

Karisma Kapoor with Rasna girl Avan Khambatta Ju-C which is positioned as a nutritionally healthy beverage having 100 per cent RDA of Vitamin Cis targeted towards 8-14 years old children. The drink has been launched in four flavoursmango, orange, apple and mixed fruit with a 250 ml bottle competitively priced at Rs. 18 and a 1-litre bottle at Rs.65 for mango

Atom 2nd P mainstream cola brand from Pepsi

and Rs. 75 for the other flavours.

Arshad Siddiqui, CEO and President, Rasna Beverages Division is of the opinion that save aside Real, there aren’t many brands targeting kids, and with the strong brand equity of Rasna, there is definite traction in this space.

Moreover, in his view, the juice market has move from a healthy positioning towards a lifestyle one.

Juices, says Siddiqui, are no longer breakfast table products but are

also consumed as snacks. For JuC, Rasna is targeting at achieving a turnover of Rs. 400 crores and a market share of 4-4.5 per cent at the end of three years.

While Ju-C is priced a tad lower than its competitors, another differentiator that Rasna is hoping to gain from is the packaging. Ju-C has been launched in a pet-bottle; a move that Siddiqui feels will help increase the brand’s appeal among kids, who are constantly on the move. He also remarks that there is currently no other kids’ brand offering a pet bottle.

The beverage has been launched in Delhi and NCR and will be launched in the rest of the country in phases, starting with the North, the biggest market for food-based drinks, West, South, and East. By March 2014, the company plans to make the product available in all markets having a population greater than one lakh.

On whether the company is nursing any plans of entering into a joint venture, Siddiqui says that they are open to tying up with foreign players from a distribution standpoint but not from an equity perspective.

epsi Co , the beverages and snacks major, launched its second mainstream cola brand, exclusively created for the Indian market, after 24 years of operations in the world’s second largest population.

“Pepsi Atom is the second mainstream cola from the PepsiCo India portfolio, after the company’s iconic flagship brand, Pepsi,” the company said.

Positioned as a ‘stronger, fizzier cola with a sharp taste hit’, Pepsi Atom will essentially compete with CocaCola’s second mainstream brand, Thums Up, also considered a strong cola drink.

PepsiCo plans to leverage the ongoing Indian Premier League (IPL) cricket tournament to give the highest possible visibility to Pepsi Atom, both in stadia and on television. This will be followed by a massive sampling and engagement exercise across the country. The campaign will go on air on May 1.

“Created for the Indian market, in collaboration with PepsiCo’s global innovation team, it is a result of extensive flavour development and consumer testing in the country. This would give more choices to the consumers. This is expected to be a strong growth driver for us. The young population who are looking for multiple experiences are the target segment, initially,” said Homi Battiwalla, category director — colas, hydration and mango-based beverages at PepsiCo India.

The introductory price of the Pepsi Atom, which comes in a black and blue packaging, is Rs 10 for a 200 ml returnable glass bottle in select markets, Rs 15 for a 250 ml can and Rs 25 for a 500 ml PET bottle.

However, this is not the first time the company is trying to extend the cola offering in India. In August 2010, it had launched Pepsi MAX, a zero-calorie carbonated drink. It had to discontinue this product after a few months, as it failed to excite consumers. MAX has been a top seller in Europe and was launched in India for targeting the age group that drinks Thums Up, the positioning being young adults looking for a “macho” product, according to experts.

“It is of great significance that a second mainstream cola from the PepsiCo portfolio has been developed for the Indian consumer. India-centric innovation is a key growth driver for our business. It is our biggest launch in recent years and we are committed to invest behind the brand and make it a key player in the carbonated beverage segment,” said Gautham Mukkavilli, chief executive officer, beverages, PepsiCo India.

The latest cola from PepsiCo will be pushed in the market with a campaign tagline of ‘Piyo Josh Mein Jiyo Hosh Mein’, targeting young adults across big and small towns. To endorse the brand, PepsiCo has got Bollywood actor Sushant Singh Rajput.

“Pepsi Atom addresses the consumer need for a stronger, fizzier cola with a sharp taste hit. From robust distribution to large-scale sampling, high-visibility launch at Pepsi IPL to an insightful and relatable campaign, we have aggressive plans. We are confident that consumers will not only like the taste of Pepsi Atom but will also be able to relate to the brand,” said Deepika Warrier, vice-president (beverage marketing), PepsiCo India.

As part of its campaign, the company has decided to stay away from the traditional way of showing “unrealistic and exaggerated portrayal of male characters in advertising and movies”.

“The brand’s positioning redefines masculinity and portrays the modern Indian man in a new light — someone who has the strength of mind as well as body. The soon-to-be-launched communication campaign for Pepsi Atom projects the more relevant and relatable definition of masculinity, as opposed to the much hyped mindless action,” PepsiCo said.

Pepsi’s other beverage brands are Diet Pepsi, 7UP, Nimbooz, Mirinda, Mountain Dew, a fruit-based beverage called Tropicana, Slice, a drinking water brand, Aquafina and a sports drink, Gatorade. PepsiCo’s local beverage brands in India are Lehar Evervess Soda, Dukes Lemonade and Mangola.

Beverages & Food Processing Times-May-I-2013

Interview

India’s Ist Fortnightly Newspaper For Beverages, Food & Allied Industries

www.timesinfomedia.com

Vol. 5, Issue 12, May (I) 2013, Rs. 20/-

T

he economy of India is the tenth-largest in the world by nominal GDP and the third-largest by purchasing power parity (PPP). The country is one of the G-20 major economies and a member of BRICS. On a per-capitaincome basis, India ranked 141st by nominal GDP and 130th by GDP (PPP) in 2012, according to the IMF. India is the 19th-largest exporter and the 10th-largest importer in the world. Economic growth rate slowed to around 5.0% for the 2012–13 fiscal year compared with 6.2% in the previous fiscal. It is to be noted that India’s GDP grew by an astounding 9.3% in 2010–11. Thus, the growth rate has nearly halved in just three years.

Food processing industry is of enormous significance for India’s development because of the vital linkages and synergies it promotes between the two pillars of our economy, industry and agriculture. Fast growth in the food processing sector and simultaneous improvement in the development of value chain are also of great importance to achieve favorable terms of trade for Indian agriculture both in the domestic and the international markets.

Contribution of food processing sector to the Gross Domestic Product (GDP) has been immaculate., Charan Das Mahant, minister of state for agriculture and food processing industries held that the contribution of food processing industries to the country’s gross domestic product (GDP) has been rising over the years. Input of this industry towards the GDP of the country during the last 3 years, for which information is available in the National Accounts Statistics -2013, is as follows: Year

Contribution to GDP (%)

2009-10

1.3

2010-11

1.4

2011-12

1.5

For promoting food processing industries, Government has been implementing a scheme for creation of infrastructure which includes components like (i) Mega Food Parks; (ii) Cold Chain, Value Addition and Preservation Infrastructure; and (iii) Modernization of Abattoirs.

Government has also launched a new Centrally Sponsored Scheme – National Mission on Food Processing (NMFP) to support food processing industry with active participation of the State/UT Governments. The scheme provides for the establishment of a National Mission as well as corresponding Missions at the State and District Level for implementation of the Scheme. The various components under the scheme currently being implemented relate to (i) Technology Upgradation/ Establishment/ Modernization of Food Processing Industries; (ii) Setting up Cold Chain, Value Addition and Preservation Infrastructure for NonHorticulture Products; (iii) Human Resource Development; and (iv) Promotional Activities.

NMFP is implemented with financial contribution of Government of India and States/ UT in the ratio of 75:25 except for North-Eastern States, where the ratio is 90:10. Further, in UTs administered by Government of India, it is funded 100%

by Government of India.

While responding to a query in the Lok Sabha, , Charan Das Mahant said the inflow of foreign direct investment (FDI) to the food processing industries sector for the last three years, including 2012-13 (April to February), was as follows: Serial Number

Year (April to March)

FDI (Rs crore)

FDI ($ millions)

1 2010-11 5,796.22 1,271.77 2 2011-12 7,677.74 1,652.38 3

2012-13 (Apr. to Feb.)

2,887.03

529.09

Foreign investors have invested Rs 6,198 crore in India’s food processing industries (FPIs) in a little less than three years ending 2012.

India allows 100% FDI in food processing sector. Foreign firms do not require government’s approval to start business here. Moreover, they can take advantage of the development schemes offered by the government.

FDI complements and supplements domestic investment. Apart from capital, it brings in state-of-art technology and best managerial practices, thereby providing better access to foreign technology by the domestic food processing industry.

The government is implementing the schemes of infrastructure development. It is also focusing on quality assurance; Codex standards; R&D and other promotional activities; human resource development, and strengthening of institutions for the promotion and development of the food processing sector in the country.

The government has also set up the National Institute for Food Technology Entrepreneurship and Management (NIFTEM) to offer high-quality educational research and management programmes specific to the food industry, provide referral advice on food standards, disseminate knowledge on the food sector and provide business incubation facility.

Also quoting figures from the Annual Survey of Industries and National Sample Survey, the Minister, in a separate reply, has also informed that about 64.67 lakh people are currently engaged in the country’s FPI sector. Mahant, however, said that his Ministry has not conducted any country-wide survey of the backward and rural areas of the country for setting up FPIs.

10

SHINING BULLION

Surya Food & Agro Ltd Surya Food & Agro Ltd. is affianced in the business of manufacturing of biscuits for the past 15 years under the well-known brand name- Priyagold. The company is also into manufacturing of fruit juices through the wholly owned subsidiary; Surya Fresh Foods Ltd. and sells its juices under the brands Freshgold, Treat and Fresh Fizzy. It has four plants located at Greater Noida, Lucknow, Surat & Hyderabad. Their brands are available in rural markets in Northern India and also up markets in major cities across pan India. The company manufactures chocolate, toffee and candy segment through their second wholly owned subsidiary, Surya Processed Food Pvt. Ltd located at Haridawar, Uttarakhand.

BP Agarwal, Chairman & MD, Surya Food & Agro Ltd has about 25 years of experience in the business of biscuit manufacturing. Initially, he was into coconut oil manufacturing & marketing business but later entered the biscuit industry and set-up his own venture Surya Food & Agro Ltd in November 1992 at Noida, U.P. This unit started commercial operations in October 1993.

Under his leadership, the company has grown manifold and achieved International Quality Crown Award, London 2004for best quality biscuit manufacturer. He is also the President of Indian Biscuit Manufacturers Association (IBMA) and Vice President of All India Food Processors Association (AIFPA).

While talking to Firoz H Naqvi, BP Agarwal Discusses about his achievement, plans and future strategy.

Illustration from the Interview: After a series of eventful success, how do rate the journey of Priya Gold so far?

PriyaGold has been in the business of biscuits since 1992, we have seen series of ups and downs but our dedication and hard-work has paid off vastly. We began our journey under the banner Surya Food & Agro Ltd. with a single attitude

of making the company’s product line a household favorite and we have a seen a tremendous growth in the past 20 years and are growing at the rate of 25 per cent every year.

Our trademark products Priya Gold and Treat have emerged as one of the most powerful brands in FMCG sector. Today,

Beverages & Food Processing Times-May-I-2013

Interview Himachal Pradesh has already banned biscuit packaging. This is a big setback for us as biscuits spoil easily if not packed in an accurate packaging material with precise method.

Globally biscuit packaging is done in the same way using the same material and they do not face any of these catastrophes as we do here in India. The government surely needs to change its area of thoughts and attitude toward the biscuit Industry.

This Industry is the common man industry employing thousands of people; we seriously need the government to support us to keep the industry alive.

“Our new product snacker has become quite famous and doing a good business” “In Jammu we have invested around 40 crores in our unit plants. It is a good base to work at as it connects both Punjab and Himachal Pradesh. On the other hand there are a lot of governmental glitches over there” we manufacture 54 varieties of biscuits like Butter bite, Marie, Cheezebits and many more that have already created an appeal and are in great demand.

Keeping up with the market’s demand chain, we entered into the beverage market in 2006 and are currently marketing fruit juices. We had made sure to import world class machinery to ensure that our products reach the customer in a hygienic and with its freshness intact.

Priya Gold is also into the manufacture of chocolate, toffee and candy segment through their second wholly owned subsidiary, Surya Processed Food Pvt. Ltd located at Haridawar, Uttarakhand.

What are some of the challenges faced by the industry in today’s time?

Prices of agri-commodities such as wheat, flour, sugar and vegetable oil increasing unprecedentedly, affecting the profit margins of the biscuit manufacturers, therefore the industry players have demanded that the government should lower down the VAT levied on biscuits.

Due to unprecedented increase in the costs of major raw materials during the last 2 years, biscuit makers, especially in the small and medium sector, are experiencing hardships and losses.

In this month, the wheat flour

prices in North India increased by 30 per cent as against the comparable period last year.

Similarly, the prices of sugar increased by 22 per cent year-onyear, vegetable prices are up by 17 per cent, milk by 16 per cent and packaging costs have risen by 10 per cent. High transportation costs is one of the main reason behind the percentage of hike in raw material prices in South India I do agree that the farmer should get their required dues and prices but that does not mean that the common man has to pay the price for it. Therefore, the government should try to control the prices of these agricultural products.

The competition is quite big in the biscuit market, the superior companies’ strategy is to lay down the smaller companies and in this combat the pricing of the biscuit is stuck on point – ranging from Rs 5 to Rs. 10 segment.

There are other challenges related to this industry such as the light and accessory issues and the irony is that where in today’s time where Rs 5 has no value, a biscuit worth this amount can fill up an empty stomach.

Correspondingly with increase in the price of diesel, petrol and LPG the problem is further aggravated and has created humongous challenge for the biscuit industry to keep up with the inflation and at the same time outlay a perfect product.

Tax is another huge challenge for this industry. The biscuit sector pays a Value Added Tax (VAT) of 13.5 per cent. Additionally, Central Sales Tax (CST) and local levies like entry tax on sugar are being levied in various states. Biscuit with a maximum retail price of Rs 100 per kg are also subjected to a Central Value Added Taxes (CENVAT) of 4 per cent. IBMA has requested to lower the VAT on biscuits by 5 per cent, the sector should be exempted from CENVAT and export of wheat and sugar should be stopped to control prices.

Government to review levy on VAT on biscuits and reduce it to 4% on all types of biscuits in the State and save biscuit manufacturers, especially those in Small & Medium Sector.

How do you manage to create a balance between low biscuit price and high quality product demand?

We believe in absolute quality and Priya Gold is known for its best quality and quantity at a very low price. Albeit the Indian government does not foster any support to our industry in general. For example there is not taxation on the bread industry but the biscuit industry is still levied with heavy taxes.

In fact the step motherly attitude of the government goes to a point where they are banning the packaging of the biscuits.

The forward backward linkage is a new trend now being practiced in the food processing industry, where the industry people now get their raw material directly from the farmer at a fair price. So couldn’t the biscuit industry use this development to coherent the ever increasing raw material price?

The forward backward policy cannot be applied in the biscuit industry in the same manner as that of potato industry. At the chips industry the potato procurements is direct, while this method cannot be practised with either wheat or vanaspati. Wheat after being purchased goes to the flour mill for processing to get the required flour, same thing with vanaspati which is made from oil purchased for elsewhere. Different processing and dispensation stages make it difficult for the biscuit industry to practice this marketing trend.

Coming to the sugar part, even if we do buy sugarcane, we the biscuit industry will have to put up a sugar plant to get the processed sugar requires as raw material for biscuit making. This is no way possible for us or any industry to do. What I mean to say is that the raw material required by us is the not those that can be used by directly purchasing from the farmers.

What are your investment and expansion plans?

We have diversifying product portfolio and have set up state of the art facility at Sidcul, Haridawar for the production of chocolates, cookies and toffee which is spread over an area of 10 acres of land. Our new product snacker has become quite famous and doing a good business.

Trends of the market keep on changing, in biscuits segment we had chore competition with Parle and Britannia, now in chocolates our combat will be with Cadbury and Amul and other chocolate and toffee company.

Investment is quite huge in chocolate industry as our competitors are giant company, there products are sold on the basis of commercialisation, advertisement and quality. But we being the domestic as well

11

middle order company cannot investment as much as them on advertisement to market out products; nonetheless we do provide quality and quantity in equality to these titans.

In Jammu we have invested around 40 crores in our unit plants. It is a good base to work at as it connects both Punjab and Himachal Pradesh. On the other hand there are a lot of governmental glitches over there.

Restriction by the government in that zone is so much that it is not possible for everyone to work in such atmosphere. They way the people of Jammu and Kashmir are dealing with the terrorism effect, in the same manner the industries are suffering too. In all to put up and execute an industry over there is a dare. Plus there is no local labour there, in fact we get labour coming from another state. Anyway since we have taken up the challenge we are doing our level best to make it good.

In Haridawar we have a unit for the production of juices in order to expand the capacity of the juice manufacturing. Moreover, we also plan to upgrade all our existing manufacturing facilities.

We are exporting biscuits, fruit juices, fruit drinks to Middle East, South African countries but presently, our contribution of exports to our total revenues accounts for about 4 to 5 per cent, therefore we are rapidly focusing on increasing the same.

Snakker by PriyaGold is a hot selling chocolate wafer, taken up by nearly all. What was the marketing strategy taken up by you to make it a national sensation?

PriyaGold today is recognised because of the quality it has upheld for its consumers. When we had made Snakker we did not know how the public would take our new creation. We invested a lot in it – around 40 to 50 crore has been put in it to make a quality product and then market it on a large scale to create a public consciousness about the goodness an eminence of Snakker.

We made it a point to make sure that Snakker would be in the same league of chocolate wafers as other big companies make.

Compromise was not in our dictionary no matter how huge the outlay was.

Even the weight was not negotiated with; in fact we provide a better product where weight is concerned. The same goes with the biscuit companies, comparatively we provide better weight and quality than certain giant companies and to still to survive we has to combat them, face them and live with them.

Well this is life and it goes along the Darwin theory – survival of the fittest.

Eventually Snakker became our hit product and we actually anticipate a huge market demand for it.

Beverages & Food Processing Times-May-I-2013

Dairy News

India seeks place among top world dairy exporters

I

ndia staked its claim as a dairy exporter with the announcement by its top dairy group that it is to sell through GlobalDairyTrade, the auction site, where prices stand at record highs.

The Gujarat Cooperative Milk Marketing Federation, the company behind India’s Amul dairy label, said to be the country’s top fast moving consumer goods brand, is from the June 4 GlobalDairyTrade event sell through the auction.

The decision adds the co-operative to a list including Europe’s Arla, USbased Dairy America and Australia’s Murray Goulburn – besides New Zealand’s Fonterra, which owns GlobalDairyTrade - to sell through the auction.

And it marks the entry in earnest of India, once a noted dairy importer, to the ranks of exporters, a reflection of the improvements in output thanks to improved herd genetics and the increasing scale of milk producers and processors.

Booming market Although India has grown to be the leading milk producing nation - with 2013 output forecast by the US Department of Agriculture at 57.8m tonnes, up 30% over the last five years – strong growth in domestic consumption has largely accounted for the increase.

Indeed, the growth prospects for the market have attracted the attention of the likes of Fonterra and French-based yoghurt giant Danone, which last year paid $355m for Wockhardt Nutrition, India’s topranked baby food group.

However, the increasing surplus has prompted a long campaign by dairy giants, such as the Gujarat Cooperative Milk Marketing Federation, to lobby for access to the international market too, rendered especially lucrative by a recovery in prices.

GlobalDairyTrade values have doubled over the past year to the highest on records going back to the 1990s, spurred by strong demand from China and weak growth in world production, held back by

high feed prices and poor weather in major exporters such as Europe, New Zealand and the US. India’s government in November ditched a ban on exports of dairy products including whole milk powder, which the Gujarat federation will sell through GlobalDairyTrade, with skim milk powder.

‘On again, off again’ Nonetheless, some doubts remain over India’s commitment to exports, with the US Department of Agriculture bureau in New Delhi in November cautioning over the country’s “on again, off again” strategy towards trade curbs.

“Given that India exports little whole milk powder and that importers are hesitant to buy from India, the [November] export policy change appears to be of little consequence,” the USDA bureau said.

India’s export policy “changes frequently to adapt to market conditions and local political scenarios”.

However, supporters of India’s dairy trade prospects point to the country’s growing surplus, which stands to widen further through a national dairy plan expected to double output in 15 years, and increase to 65%, from 30%, the proportion of the milk surplus handled by large dairy groups.

Mixed outlook The announcement came ahead of GlobalDairyTrade auction, at which prices fell for the first time in 2013.

Values have been depressed by rains which have relieved drought in New Zealand, the top exporting country, where milk production fell year on year in February for the first time since 2010.

External companies selling through GlobalDairyTrade have found their product trading a discount to Fonterra’s, with Arla and Dairy America skim milk powder going $1,000 a tonne more cheaply last month. However, Fonterra product felt the brunt of recent sell-off, with the prices paid for its skim milk powder falling by up to 14.6%.

Delay in transport subsidy ruining mango export opportunities

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elayed approval on transport subsidy scheme for Mango is spoiling international trade opportunity of exporters from Malda in West Bengal to Bangladesh, the largest buyer of Indian mango.

“Smooth export to Bangladesh was a major hope for acceptable return for the whole mango trade community here. With average annual intake of over 1 lakh metric ton from India, Bangladesh used to be the largest importer of Malda Mango. Being perishable item, mango enjoys appreciable subsidy in freight and packaging cost if transported through air or water. But, we cannot avail them as surface transport is the only option for Malda mango to reach Bangladesh,” said Mr. U.Saha, a leading mango exporter and Gen Secretary, West Bengal Exporters Coordination Committee.

Malda and Murshidabad were

declared as Agri-Export Zone in 2003 for Mango with a Government investment proposition of Rs. 31 Crore. But, “That could hardly help mango export from here,” added Mr. Saha.

“The export could have a quantum jump if the subsidy can be extended to the surface transport of the fruit too,” he added.

Talking to ET on this, Mr. U. Tamrekar, Regional InCharge(East) of Agricultural and Processed Food products Export Development Authority ( APEDA) under Union Ministry of Commerce & Industries, said, “The old transport subsidy scheme was valid till 2012. Though it is expected to be extended for the XIIth five year plan period too, we are yet to receive any approval from the Union Commerce Ministry.”

“Against the old scheme of subsidy for the stocks handled through

air or water route only, we have proposed to extend that to surface transport too. But it depends on whether the Ministry approves it or not,” he added. Interestingly, the benefit is existing for North Eastern sates but not for adjoining West Bengal.

According to Malda Mango Merchants Association members, average annual yield from around 70 thousand Ha land under mango cultivation in Malda is around 5 lakh metric ton, near 5% of India’s national yield.The trend indicates the yield to go much higher than the average this year increasing the need of a smooth export environment.

Malda and Murshidabad were declared as Agri-Export Zone in 2003 for Mango with a Government investment proposition of Rs. 31 Crore. But, “That could hardly help mango export from here,” said Mr. Saha.

12

Goa will have its Anand for milk

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etravali could be Goa’s answer to Gujarat’s Anand. It’s MLA and the government are drawing up plans to make this village, located in a remote part of South Goa, as a model self-sufficient village with a focus on community participation.

To ensure this, local MLA Subhash Phal Dessai is on a visit to Anand where he is studying the Amul dairy functioning. “It was my long time dream to make Netravali a model village. I am happy that my dream is on the way towards turning into a reality,” the Sanguem MLA told from Anand, Gujarat.

“We have plans to set up a milk dairy in Netravali which will be run on the lines of the Amul dairy.

The idea is still raw and the plans are still in the conceptual stage. I am on a visit to this Amul dairy for the sole purpose of studying its functioning, operations and management,” Phal Dessai said.

Amul, the dairy cooperative, has proved to be a movement that has helped improve the economic situation of the farmers of Gujarat. Phal Dessai said that the Netravali project is driven by the desire that the living standards of the villagers should register a rise through their participation in the activities of cooperative societies.

“We have fixed certain targets for ourselves. In the next two years, I am hopeful that milk production will increase four-fold and the agricultural produce will be doubled. We have also started honey bee-keeping activities, and we plan to produce 10 tonnes of honey this year itself. All these products will be marketed under the brand name NetravaliNetravali milk, Netravali honey, etc,” Phal Dessai said.

Netravali has been identified by the government for developing it into a model self-sufficient village with a focus on community participation. Conceptualized on the lines of the cooperative model, the project is being handled by the state’s department of planning, statistics and evaluation.

Preliminary work on the project “Adarsh Gram Netravali” is already underway. While the department of planning, statistics and evaluation has already set up a “planning” office in the village, apex monitoring committees tasked with supervising the progress of the project have also been constituted, sources closely associated with the project said.

Explaining the project, planning, statistics and evaluation director Anand Sherkhane said that though it was a long drawn process, the project will begin to take shape within the next few months. “As the project will be a continuous process, there are no timeframes or deadlines. Of course, milestones will be set up

and periodic assessment carried out by our department. Results should be visible within the next six months,” Sherkhane told TOI. While the project envisages development of all sectors in the village, ranging from agriculture to animal husbandry and food processing to eco-tourism, the immediate focus will be on dairy farming. Sources said that the state government has sanctioned Rs 10cr for the first phase of the project.

Netravali has a large number of milk producers and milk cooperative societies, a fact which perhaps prompted the government to focus its attention on dairy farming for starters.

“In the immediate, we are working on plans to increase milk production, and then move on to other areas. It’s a farmer-oriented project and our aim is to have the people invest in the project which will result in an increase in their income levels. With a view to increasing the milk production in the village, we are presently working at promoting cattle rearing, providing veterinary services and allied activities in Netravali,” Sherkhane said.

A number of camps and study tours have also been planned for the dairy farmers in the village to enable them update their skills and knowledge about methods involving milk production, sources said.

The “Adarsh Gram Netravali” also envisages setting up of a cooperative tourism society which will undertake various ecotourism activities in the village, Phal Dessai said.

Elaborating on the plan, he said, “Villagers will be encouraged to become members of this society, and once they become members, they will be allowed to carry out various entrepreneurial activities to support eco-tourism activities, like setting up cottages besides their houses and renting it out to tourists, providing other amenities and facilities to tourists, etc. As the funds for investment will be pooled in by the members, profits too will be shared; in this manner the investment becomes secured.

What’s significant about the whole idea is that the common man will be a valuable player in this potentially big ticket business.”

Adarsh Gram Netravali Objective: To develop Netravali into a model village with a focus on community participation.

Villagers to be provided with all assistance in availing schemes of various departments under a single-window system Activities covered: Agriculture, horticulture, bee-keeping, dairy farming, animal husbandry, ecotourism.

Beverages & Food Processing Times-May-I-2013

Law & Kenneth picks up Allanasons’ edible oil business

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he agency will be required to handle the strategy, launch campaign and positioning for the brand.

After a lengthy, closely fought multi-agency pitch, Allanasons India (Allana) has selected Law & Kenneth for its edible oil brand.

The agency’s Mumbai branch will handle this account.

Recall that afaqs! had carried a report in October last year announcing the commencement of this pitch in Mumbai.

It is leant that the company plans to foray into the edible oil space in India and launch its oil brand Sunny. However, the company may well market it under a new name in India. L&K will work on the strategy, launch campaign and positioning for the brand. Sources, who have confirmed the pitch result, go on to say that the communication will break in around a month’s time.

Sunny belongs to the IFFCO Group - not to be confused with Indian Farmers Fertiliser Cooperative

Ltd, also IFFCO - that is promoted

by Allanasons India. Allanasons India was founded as Allana in 1865. IFFCO was established in the UAE in 1975. Today, it is an international group that makes and markets mass market food products across the globe. Besides Sunny, other popular brands under the company’s portfolio include Noor, Tiffany, London Dairy, Hayat, Igloo and Rahma.

The group is present in 28 business sectors and has 33 manufacturing plants across the world. The company has investments in oil and fat manufacturing in Egypt, Tunisia, South Africa, Turkey, Pakistan, Malaysia, Indonesia, China and the United States of America. It also plans to launch projects in Saudi Arabia and India in the near future.

Among L&K’s key accounts in Mumbai are Renault, Hero MotoCorp, eBay, Fiama Di Wills, Godrej Interio, Vivel, Times Now and Dabur Real Activ Juices.

Edible Oil Exports Seen by Oil World Rising on Palm Oil Demand

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orld exports of seven major edible oils and fats are expected to jump 5.2 percent on increased import requirements by China and India, led by higher palm oil deliveries, Oil World said.

Export shipments of six vegetable oils and tallow may be 71 million metric tons in the 2012-13 season through to September from 67.5 million tons in the previous season, the Hamburg-based researcher wrote in an e-mailed report.

World exports of palm oil and palm-kernel oil are predicted to climb to a record, accounting for two thirds of combined exports of the seven analyzed oils and fats, Oil World wrote.

Crude palm oil futures have dropped 33 percent in Malaysia in the past 12 months.

“The global dependence on palm oil and palm-kernel oil will continue to rise this season due to insufficient supplies of other oils and fats,” the researcher wrote.

Global palm-oil exports are forecast to climb to 43.6 million tons in 2012-13 from 40.4 million tons in 2011-12, while those of palm-kernel oil may climb to 3.44 million tons from 3.08 million tons.

Soybean oil shipments are expected to rise to 9.85 million

tons from 9 million tons, with exports seen accelerating in May as supplies from Argentina, Brazil and Paraguay make up for a decline in U.S. sales, Oil World said.

Sunflower Seeds World exports of sunflower-seed oil may slide to 6.46 million tons from 7.28 million tons last season, while rapeseed-oil shipments are predicted to slip to 3.96 million tons from 4.15 million tons in 2011-12, according to Oil World.

“The European Union sharply stepped up imports of sun oil to satisfy interior demand,” the researcher said.

“Also China and Iran boosted imports of sun oil so far this season, thus reducing supplies available for the rest of the world.”

Tallow exports are seen falling to 1.61 million tons from 1.69 million tons, falling to the lowest in at least four years on a “substantial decline” of shipments from the U.S., the largest exporter of the animal fat, Oil World said.

“This development has been largely caused by a dramatic increase in domestic tallow consumption in the U.S., where a growing portion of domestic production has been absorbed by the expanding biodiesel industry,” Oil World wrote.

Edible Oil News

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RICE Bran Oil the ‘heart oil’ for healthy living T he Solvent Extractors’ Association of India (SEA) are busy promoting the health benefits of one of the ‘World’s Healthiest Oil’ - RICE BRAN OIL known as the ‘Wonder oil’ to many leading cardiologists, diabeticians, nutritionists and health advisors world over. Rice Bran oil with its ideal SFA/ MUFA/ PUFA ratio and EFA ratios most ideally matches the prescribed levels suggested by World Health Organization (WHO). As per the National Institute of Nutrition Hyderabad, ‘RICE BRAN OIL’ with its anti-oxidant properties helps in lowering Cholesterol and reducing the risk of intestinal cancer and osteoporosis.

In a press conference organized in Mumbai to educate the masses on the health benefit of Rice Bran Oil Dr. Anjali Mukherjee, renowned nutritionist commented” Rice Bran oil contains ‘oryzanol,’ which increases HDL or good cholesterol in the body, while lowering LDL or bad cholesterol and triglycerides making it healthier than the popular Olive Oil. She further mentioned in a country like India we need to stress on the need for nutritional security. Rice Bran oil is edible oil with naturally balanced fatty acid composition quite close to the latest recommendations by the National Institute of Nutrition (NIN). It contains unique Nutracenticals known to maintain the right balance of cholesterol besides promoting overall good health.”

Speaking further on the properties of ‘Wonder Oil’ Dr. A.R. Sharma, Chairman, SEA RBO Promotion Council said “National and international dietary advisory bodies now suggest almost balanced fat in-take with moderate levels of saturated and polyunsaturated fat and higher levels of mono-unsaturated fat. Most of the edible oils commonly used in India do not contain the recommended fat composition. But there are a few edible oils popular in developed countries which are very closer to the latest recommendations even as single oil. These are rice bran oil, olive oil and canola oil.

Rice bran oil is unique edible oil which is produced from oily layer (rice bran) of nutritious brown rice. It has higher levels of natural anti-oxidants making it the most suitable oil for frying. On the other hand olive oil and canola oil are not good for frying due to very low smoke point and very high instable linolenic acid in canola oil thus not suitable for Indian cooking.

Adding further Dr B V Mehta, Executive Director, The Solvent Extractors’ Association of India mentioned “India is the second largest producer of rice, after China, the country has the potential to produce over 14 lakh tonnes of Rice Bran Oil, however currently it produces about 9 lakh tonnes, of which only 3 lakh tonnes are used a edible oil while the rest is used by vanaspati industry or blended with other oils and sold as branded products. It is our constant endeavor to support the small players to create visibility in retail chains and educate the consumers about the benefit of this unique oil.

He further added that “besides the health angle the price of rice bran oil is cheaper then that of Olive

oil and is comparatively less than that of groundnut oil, inspite of superior health benefits. Further India imports edible oil worth 100lakh tonnes worth Rs 55,000 crores every year and it is the third largest import item”.

To promote this ‘Wonder Oil’ in India as well as internationally, The Solvent Extractors’ Association along with Naresuan University, Phitsanulok, Thailand has organized the 1st Thailand Conference on Fats & Oils with focus on Rice Bran Oil on 16th and 17th May, 2013. The Conference aims to publicize and exchange knowledge involving technology of Rice Bran Oil and its products.

Involving associations in fats and oils from rice bran business and its supply chain.

Adding on the international conference Dr B V Mehta said “ The 1st Thailand Conference on Fats & Oils with focus on Rice Bran Oil is a good opportunity to learn more about Rice Bran Oil, its virtue and promote Rice Bran Oil as a Healthy Cooking Oil internationally”.

Beverages & Food Processing Times-May-I-2013

News

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Ready to Eat Market in India 2013

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he Ready to Eat Market in India is showing remarkable growth owing to the growing income & consumption levels of the Indian consumers. In addition to this, rapid urbanization is also augmenting the demand for ready to eat products.

Urban people suffer from time crunch due to their busy work schedules and this is leading to increased dependence on ready to eat foods. This is further aided with the penetration and availability of a wide variety of ready to eat products in different packaging formats at various retail points. All these factors are indicating towards the bright future of the Indian ready to eat market in the coming years.

The report provides a snapshot of the ready to eat market. It begins with an overview of the major macroeconomic indicators which highlights the present economic scenario prevalent in India. It is followed by the introduction section which segregates the overall food processing industry into its sub segments, one of which is the packaged foods segment and ready to eat is one of the sub segments of this group.

It then moves into the market overview section, which provides an overview of the Indian ready to eat market with details regarding its current market size and growth in the coming years.

Segmental share of the market in terms of organized and u n o rg a n i z e d sector is also provided. In addition to this, names of major players of RTE market has been mentioned along with the share held by the market leader. After this, the broad classification of the end user segments of ready to eat foods has been discussed. The next section elaborates on the value chain analysis of the sector.

This is followed by a separate m a r k e t segmentation s e c t i o n , w h e r e i n segregation of the market in terms of shelf stable & frozen products and vegetarian & non vegetarian has been done.

Based on the

availability of the products in the market, respective market shares of these categories have also been provided.

Next section discusses about the findings of the consumer insights survey on Ready to Eat Market in India which was conducted on social media sites and via emails.

A separate section on import and export of different types ready to eat products is also provided, highlighting the growth in import and export values over the years. Then, details regarding major importing and exporting nations are also provided.

An analysis of the drivers explains the factors for growth of the industry that include growing income and consumption, rapid urbanization, increasing working women population, convenience factor, growing retail market and marketing campaigns. The key challenges include poor supply chain and distribution facility, deficit in power supply, consumer behavior and perception, rise in packaging costs and health concerns.

The next section speaks about the government rules & policies which covers Food Safety and Standards Act 2006 & Regulations 2011 and other government policies.

After this, a separate section of government participation is provided which speaks about various fiscal incentives for food processing sector and other initiatives taken by the government of India which are indirectly boosting the ready to eat market.

The major trends identified in the sector include exhibitions and events, high focus on export, adaptation of new technologies, innovative promotional techniques, gaining special attention in retail format stores, retailers going for private label RTE meals, launching innovative and region specific products and frozen RTE products gaining popularity.

The competitive landscape section begins with the Porters Five Forces Analysis, illustrating the competitive rivalry, bargaining power of suppliers and buyers and threat of new entrants and substitutes. The section includes competitive benchmarking of the top players operating in the Indian ready to eat market. The report also features brief profiles of major domestic and foreign players in the market and a snapshot of their corporation, financial performance along with the key financial ratios, business highlights, their product portfolio and SWOT analysis, thus providing an insight into the existing competitive scenario.

The report concludes with a section on strategic recommendations which comprises an analysis of the growth strategies for the ready to eat market in India.

Companies Mentioned Public Companies 1. ADF Foods Ltd. 2. ITC Ltd. 3. Kohinoor Foods Ltd. 4. Vadilal Industries Ltd. 5. Venkys India Ltd.

Private Companies 1. Aakriti Foods Pvt. Ltd. 2. Gits Food Products Pvt. Ltd. 3. Godrej Tyson Foods Ltd. 4. Haldiram Manufacturing Company Pvt. Ltd. 5. Ushodaya Enterprises Pvt. Ltd. 6. MTR Foods Pvt. Ltd. 7. Veetee Fine Foods Ltd.

Beverages & Food Processing Times-May-I-2013

Meat & Poultry News

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India Frozen Food Market, Volume & Forecast to 2017

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ndia Frozen Food market is growing with a double digit CAGR for the period of 2013 to 2017. It is expected that India frozen food market is going to double by 2017 from its current market size in 2012. Even in terms of volume consumption India Frozen Food volume is going to be more than double by 2017 from its current market size of 2012.

Frozen Food Market Shares: Frozen Vegetables and Frozen Snacks together contributes more than 65% of market share for the year 2012 and it is expected to increase further to approx 75% by 2017.

Frozen Food Volume Share: Frozen Vegetables and Frozen Snacks together contributes more than 85% volume share for the year 2012 and it is expected to increase further to more than 90% by 2017.

Frozen Food Packet Size Range: Packet size of 301-500 Gram is the most popular range in all the

segments. Whereas second most popular range is 0-300 Gram in all the segments expect frozen fish/

seafood products.

In order to grab the more and more market share companies are

launching new products every quarter and making innovative marketing strategies.

MPI to export meat products soon T T

Renub Research study titled “India Frozen Food (Poultry, Fish/Seafood, Red Meat, Dessert, Snacks and Vegetable) Market, Volume & Forecast to 2017” provides a comprehensive assessment of the fast-evolving, high-growth India frozen food Market. This 99 page report with 44 Figures and 26 Tables provides information on frozen food market and market share by value & volume, frozen food products segmentation by value and volume, frozen food products segmentations by packet value and volume; with key companies’ strategies in India frozen food market. This report also identifies the key growth drivers and challenges of the industry. Primary research on consumer preferences of various packet sizes of frozen food products captured in this report.

Automatic poultry processing plant may soon see light of day in Chandigarh

o facilitate meat sales, the Meat Products of India Ltd (MPI), the public sector undertaking of Kerala Government, is all set to start a chicken processing plant at Mundayad in Kannur.

The formalities for acquiring over 80 cents of land for the project is on.

The total cost of the entire project will be around Rs1 crore and with the completion of the Mundayad plant, the company will start export of meat products too.

The project is formulated as part of the expansion of MPI, which had invested Rs 3 crore recently. The company has also started a cold storage facility with a capacity of 20 tonnes at Edayar near Koothattukulam last year.

The MPI is also constructing a cold storage facility in Thiruvananthapuram to cater the needs of Southern Kerala. “We hope that the construction of the chicken processing plant can be started soon. The demand for home-grown chicken and other meat products will increase in the days to come as the people are more aware of the hygiene conditions in other states. The new facility will meet this demand,” said a top official of MPI. Established in the year 1973, Meat

Products of India holds a category A No 1 license from the Ministry of Food Processing Industries, Government of India for the manufacture and marketing of meat and meat products.

The company is engaged in production and marketing of various meat Aand meat products of pork, beef, chicken, mutton, rabbit and quails. MPI has been selling 25-30 tonnes of meat products per month. “On account of huge demand in Kerala market our sales have witnessed a huge increase during last financial year.

We expect to register good growth numbers in this financial year too. The demand for home-grown chicken has increased five times following the ban on the import of poultry and allied products to Kerala from other states in last November. The demand is increasing considerably now a days,” MPI officials said.

As part of diversification, the MPI is also introducing meat products in retorting pouches. There are about 1,000 farmers in the state who are supplying meat to the company.

he proposal for setting up an automatic poultry processing plant in the city may finally see the light of day. The committee that was constituted to look into the issue has submitted its report in favour of hiring a consultant to set up such a plant.

Once implemented, the proposal would ensure supply of hygienic meat to the city residents.

The issue will come up for discussion at a meeting of the general house of the Municipal Corporation scheduled for April 30. The plant will be set up at a cost of Rs 40 crore.

As per the proposal, a fully automatic poultry processing plant will be set up, eliminating the need for manually slaughtering or cleaning of the poultry. However, the slaughtering will be done as per the requirement of the meat sellers. The processing plant will be operational at night and by 10 am, the slaughtered birds will be supplied to different shops.

In 2012, the Municipal Corporation had decided to ban slaughtering of animals in shops and had ordered that slaughtering would take place only at the slaughterhouse in the Industrial Area. The move was met with a lot of opposition from the meat sellers who said that they were being made to wait in long lines for their turn. They also took the plea that people wanted freshly slaughtered meat.

Thereafter, a proposal was made to have an automatic poultry processing plant for which a consultant was to be hired.

The National Meat and Poultry Processing Board was asked to quote consultancy fee for setting up such a plant. An amount of Rs 34.75 lakh was quoted by the board for 15 visits. For any additional visit, Rs 35,000 would have been charged. However, this met with opposition from a section of the councillors who said the amount being quoted was very high.

A committee was constituted with councillor Surinder Bahga as the chairman to decide whether it would be feasible to set up such a plant. The committee members talked to the stakeholders and also visited a similar plant at Kharar.

A meeting with the meat sellers was held where their consent was sought and their problems heard.

The unhygienic conditions at the meat shops have been highlighted time and again. Lack of proper drains and inadequate places for storing the slaughtered animals are some of the problems. A few years back, the Municipal Corporation had constructed an AC fish and meat market with an aim of providing hygienic places to sell meat. However, no takers were found for the booths as the cost at which these were to be leased out was found to be quite high.

Beverages & Food Processing Times-May-I-2013

Tete E Tete

16

NSF

PUBLIC HEALTH AND SAFETY COMPANY Conquering Indian food market

human health around the globe through the provision of assurance and certification services, training, testing and consulting to the water and food industries. NSF services provide consumers with the confidence that what they eat and drink meets or exceeds globally accepted standards of health, safety and provenance.

NSF is the leading international supplier of food assurance and certification services to businesses in the global food supply chain.

Through its family of companies it offers it offers a comprehensive portfolio of services that enable companies in the agriculture, processing, manufacturing, retail, catering and leisure industries to comply with legislative requirements and meet or exceed consumer demands for food safety.

In an Intense interview with Sarah Krol, Managing Director, Food Equipment &Non-food Compounds, NSF International, our editor Firoz H Naqvi came to know about NSF’s attraction to India, its strategy and future plans.

What is NSF International’s focal point?

We have several sector of interest in the field of product certification related to the food industry. I am focused in is the commercial food service equipments, so we basically deal in certification of food service equipments to a standard that promotes hygiene and sanitation for the food equipments.

Indian food industry has made its presences felt internationally, what attracted NSF to India especially in the segment of Indian food machinery?

Well the remarkable development SF International, the of the food Indian food industry has public health and Safety already attracted the international Company, is committed food market. With the entry of protecting and improving global chain and quick service METAL DETECTION SYSTEMS from … restaurant, India has definitely become the centre …applications in the Food / Pharmaceutical / Textile / Tyre / Mining etc… of attraction for us. As the global leader in Pipe-Line version for Conveyorized version Gravity feed version for the food safety for PACKED & LIQUID / VISCOUS / PASTE / both in supply POWDER & GRANULES UNPACKED products MEAT etc… etc… chain auditing or food equipment or retail and restaurant DEDUSTER & METAL DETECTOR - COMBI auditing most SYSTEMS from … global chain and LEAK DETECTION & OPTICAL INSPECTION machines from … restaurant know us and need us.

They are bringing … for LIQUID Filled Pharmaceutical with them the … for Pharmaceutical (Tablets / Capsules) (Vials / Ampoules / Cartridges etc… knowledge of Confectionery (coated gum / lozenges etc…

NSF. They are pushing a drive for NSF certification for equipments End-of-Line “BULK” Packaging Solutions from … through their supply chain. So with big chain Carton ERECTION Bag LINING FILLING Bag CLOSING Carton CLOSING coming here there is a huge demand for NSF to be here and able to help suppliers including the Indian equipment manufacturers.

N to

Excerpts from the interview:

C.E.I.A – (AR) Italy

PharmaFLEX – Belgium …

CONVEL – Italy …

PATTYN Packing Lines nv. - Belgium

MOISTURE & DENSITY Measuring Instruments with

TEWS Elektronik – Germany (based on MICROWAVE Resonance technology)

THICKNESS SORTING & VISUAL INSPECTION machines from…

MASCHINPEX – Germany … for Coated / Uncoated tablets / Hard Gelatin capsules / lozenges / candies Food / Pharmaceutical / Confectionery industries etc…

Exclusive Representation in INDIA:

SNS Pro-Pack Equipments Pvt. Ltd.

emerging … beyond technology

B-904, Sneh Bandhan, Off E.E Highway, Mulund (E), Mumbai: 400081 INDIA Tele-Phone: +91 22 25636640 / 65013015 / 9820303233 Tele-Fax: +91 22 2563 8024 Email: Neel.Desai@technoptions.org Web-site: www.technoptions.org

Already ruling the global circle, Is NSF taking measures to educate the Indianfood chains about the food safety equipment certification and its importance so that they can enhance their equipment safety and sanitation standard to the global level?

We are actually planning for exactly that. We have seen that there are multiple needs in the market like there are manufacturers ready for NSF certification,prepared for global standard and competition.

Therefore we are planning to enter the local market to provide local certification. Its more kind of a stepping stone as the local requirement is always different the international ones.

We have been also working on the education and training – like how do you design a product that is easy to clean or develop a product whose refrigeration is stable and consistent so as to promote food safety.Our effort and expertise would be wholly used in capturing the domestic market.

How do you view India as a market?

India is the hub of all the market. In fact India is just not its own market but a suppliers market, experts market and the most important economic zone for business.

It cannot be understated and we recognise its potential so in all we have a lot of work to do here. NSF needs to be focused to spread out our wings all over.

As it is difficult to reach out all the equipment manufacturers in India, we have decided to be a part of many food and machinery association so that we can reach out to a broad audience.

What is your assessment and interpretation of the Indian food industry market?

I see potentiality. I can see quality in products similar to the North American exhibitions along with product innovation. I have assessed that there is a strong desire to source the international standard product locally. In fact I have seen that local refrigeration has a great and comparable quality to the international standard. It’s really encouraging and I think the Indian food equipment industry is ready to take off.

So what message would you like to convey to your Indian customers?

Our message to the retailers and customers is that we are here to help by providingmethod through standard and certification so that they can establish a product with base line quality.

As for the manufacturing base, we would like to be their partner, and bring education as well as understanding to help them improve their products, so if certification is the outcome then it’s great and if not than through education, training and consulting wecan help them improve their products.

Beverages & Food Processing Times-May-I-2013

Agriculture News

17

Five farm products that can change India’s agriculture landscape M ango, banana, potato, soybean and poultry are the five main farm products which could form the bedrock of rejuvenation in India’s agriculture and allied activities landscape in the next two decades.

This can be created by building

a strong brand for these products in the international markets, reducing wastage by almost half and doubling the per hectare yields, according to the third Food and Agriculture Integrated Development Action Report titled: ‘India as an agriculture and high value food powerhouse: A new vision for 2030, prepared jointly by CII and McKinsey and Company.

The five products have been selected based on their crop size and relevance for consumers, growers and crop diversity.

Mango The report said mango production has grown consistently at four per cent per annum since the past two decades only because of increase in area as yields have remained stagnant. To achieve a target of

37 per cent increase in per hectare yield, reducing wastage by 50 per cent in the next 20 years and increasing exports 10 times, the report said farmers should be trained to inculcate best practices to improve yield, enhance farmgate infrastructure and also build

clusters in major growing states of Andhra Pradesh, Uttar Pradesh, Karnataka, Bihar and Gujarat.

The clusters can be built with the help of cooperatives. To enhance the image of Indian mangoes worldwide a special brand should be built and export of packaged mango juice should be encouraged.

A special impetus should be provided to fresh mango exports, the report said.

Banana Though India is the world’s largest producer of bananas, its exports are minimal. It exported only 0.37 per cent of its produce in 2010, but produces almost 30 per cent of the world output, the report said.

In 2010, India did not export any banana to Japan and Russia and exported just one tonne to China

FSSAI’S Norms for Cleanliness at Food Outlets Schedule

rising domestic demand and tap the export opportunity. The report also highlighted that India should aspire to have an efficient, globally competitive supply chain and aspire to export 1.5 million tonnes by 2030, which is 25 times the current export figure.

For farmers, the report said extensive tissue culture should be promoted through private participation, drip irrigation should be augmented and impetus provided for export of fresh bananas.

countries.

India produced more than 40 million tonnes of potato in 2011, with more than 1.8 million hectares of area under cultivation and yields reaching 20 tonnes per hectare. There is also abundant opportunity to double the share of potato used in processing from the current seven per cent to 14 per cent or more. In addition, India could also aspire to export 1.5 million tonnes to two million tonnes of potato from the current 1.2 million tonnes, to become one of the top five potato exporters in the world, especially catering to the Asian countries.

To achieve this, the report said the scientific use of fertilisers, use of sprinkler or drip irrigation and adequate mechanisation to cut costs be adopted.

“For example, costs can be reduced by using prophylactic pesticides which prevent late blight disease in areas with low infestation rates, and cost just Rs 200 a kg, while treatment pesticides are more than 20 times more expensive. Sprinkler irrigation increases yield by 15 to 25 per cent, and drip irrigation increases yield by 30 to 40 per cent, while saving up to 40 per cent of water,” the report said. It also suggested that industry could identify, test and promote new high yielding processing varieties from the available international basket.

A successful example of branding potatoes is that of Greenvale’s Farm Fresh potatoes in the UK. Launched with the USP of better and consistent taste and freshness, the effort was a success, and Greenvale’s potatoes are now available across the UK, the report said.

Potato India’s domestic consumption of potato increased five per cent per annum for the past five years, though the per capita consumption is still about half of that of China and lags far behind most western

Soybean This is one of the fastest growing crops in India with exceptional price realisations. India currently exports 55 per cent of its soya meal and Indian prices are linked to global prices.

4 of the FSS (Licensing and Registration of Food Businesses) Regulation, 2011 prescribes the general hygienic and sanitary requirements to be followed by Food Business Operators.

All Food Business Operators (FBOs) in the Country should get a Central/ State licensing depending upon installed capacity and Registration in case of petty food businesses.

The FBO shall comply with safety, sanitary and hygienic requirements provided in the schedule and contained under different parts depending on nature of business.

The implementation of Food Safety and Standards Act/ Rule/ Regulation rests with State Government/ Union Territories.

The food safety inspection of these license/ registration establishments is required to be carried out at least once in a year.

This information was given by the

in 2010. However, it has immense potential.

The real potential for bananas in India is through branding both in the domestic and export market. India could increase total production by 75 per cent to about 50 million tonnes in 2030 to meet

“India’s soya farmers and industry are ready to unlock an Rs 45,000 crore opportunity by 2030,” the report said. But, India’s soy industry is crippled by low yield, limited domestic demand for soymeal and inadequate irrigation facilities for crops.

The country can overcome these bottlenecks by doubling yields through mechanised sowing and harvesting, improving market access for high yielding seed varieties, and using drip irrigation in farms. The government on its part can boost consumption by promoting soya as an integral part of a high protein diet, branding soy oil for exports.

“Guaranteeing traceability and non-GM usage will ensure that India sustains 20 per cent premium over the GM soyaoils supplied by other countries,” the report said.

Poultry India is currently the third largest producer of eggs (by weight) and the sixth largest producer of chicken meat in the world. India’s broiler meat production has grown by a brisk 10 per cent and egg production by five per cent over the past 10 years. By 2030, over 40 per cent of India’s population will be urbanised and the number of working women is likely to double. This could significantly boost the market for frozen foods, including poultry products.

But, the potential is constrained by recurring incidents of disease in poultry products, no awareness on frozen foods and rising feed costs. Giving an example, the report said that in India, the frozen meat market is just five per cent of the total poultry market, while the world over this is much more.

To achieve its full potential, the report suggested that government should invest in mega processing hubs, increase profitability of poor poultry farmers through back-end feed manufacturing technologies and boost market for frozen foods.

Minister of State for Health & Family Welfare Shri Abu Hasem Khan Choudhury, in written reply to a question in the Rajya Sabha.

Beverages & Food Processing Times-May-I-2013

Ingredients News

18

Penford Food Ingredients Formulates Healthier Protein Products with Progress through innovation Pen Gel 8

P

enford Food Ingredients, a leader in innovative carbohydrate systems and technologies, offers a broad portfolio of starches and systems for the health and wellness segment including PenGel 8 designed for protein applications. PenGel 8 mimics fat to maintain great taste, improve yield, enhance juiciness and tenderness and improve the nutritional profile of food products.

The starch gel is designed to be used in ground sausage and patties, emulsified and meat analogues as well as chopped and formed meat like chicken nuggets. In meat products, PenGel 8 can reduce fat by 25 percent or more. “With the prevalence of obesity, diabetes and high cholesterol, the demand for more nutritional products – including protein and meat substitutes – is emergent and will continue to grow,� said John Randall, President of Penford Food Ingredients. “PenGel 8 is used to formulate leaner, healthier protein products to meet the demands for better-for-you protein options.�

Functional Benefits - Fat mimetic - Mouth-feel - Enhances juicy texture - Improves good yields - Bland flavor - Non-GMO - Non-allergenic - Kosher

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Health Benefits - Caloric reduction - Reduces total fat - Reduces saturated fat - Reduces cholesterol “As a company, we are committed to innovating products that are not only nutritional, but also taste great. Consumers deserve healthy, flavorful food options whether they are in the supermarket, a restaurant or cafeteria. PenGel is just one of many solutions we offer for the health and wellness food segment. For example, our portfolio extends to include PenFibe RS potatobased resistant starch for fiber enrichment, PenTech GF for gluten-free systems and specialty rice starches for fat reduction in dairy products,� concluded Randall.

Beverages & Food Processing Times-May-I-2013

Ingredients News

19

FDA Is Keeping Many Ingredients in Our Foods Secret From US

T

he Food and Drug Administration has a special knack for making even the simplest tasks complicated and time-consuming.

NRDC has been forced to file a lawsuit to get information that should be public in the first place.

The FDA maintains a database that contains an extensive list of chemicals that are approved for use as food additives. These food additives include things like dyes, flavorings, extracts, and other chemicals that can be in our food. But FDA’s oversight of these chemicals is rather sparse.

To get a better idea of the scope of the issue, in early March, NRDC officially requested a copy of the FDA database, called the PAFA (Prioritybased Assessment of Food Additives) database.

It includes both the names of the chemicals and the basis for the FDA’s approving them for use in food. The statutory deadline for providing this information to us passed on April 5. We are now a month past the deadline, with nothing from FDA. And so, NRDC has been left with the arduous task of suing FDA for this information.

But this isn’t really about the lawsuit. It’s about the fact that this agency has not come clean about the thousands of potentially dangerous chemicals that are pouring into our food every day – that are there with the FDA’s seal of approval. There is so much we don’t know about these food additives, and FDA is refusing to help us find out.

Eventually, we will get this information. And who knows what we are going to find out when we look through it. Is there something there that FDA doesn’t want us to see? This lawsuit is the first step to answering that question.

V S INTERNATIONAL

DSM to Acquire 19% Interest in Chinese Pectin Supplier

R

oyal DSM, the global Life Sciences and Materials Sciences company has signed agreements to acquire a 19% equity interest in Yantai Andre Pectin Co. Ltd. (Andre Pectin), a China based producer of texturing ingredients.

In addition, the parties have agreed that DSM has option rights to increase its stake in Andre Pectin to a majority stake at a later stage. The agreements are subject to customary approvals and certain closing conditions, including the approval of the selling party’s shareholders. Closing is expected in Q3 2013.

Andre Pectin, headquartered in Yantai (Shandong Province, China), was established in 2003 and is active in the manufacturing and sale of apple and citrus pectin, a key food ingredient providing texture, as well as pectin related health supplements. Andre Pectin realizes annual net sales of around €30 million.

Beverages & Food Processing Times-May-I-2013

Back

20

‘World’s No 1’ mango export market may be missed again-Pakistan P

akistan will again miss the opportunity of exporting mangoes to United States, world’s No 1 mango import market, Waheed Ahmed, Chairman, All Pakistan Fruit and Vegetable Importers-Exporters and Merchants Association (PFVA) told in an interview.

Himself one of the leading mango exporters, Waheed Ahmed regretted that lethargic approach of concerned departments in finding ways to overcome the strict quarantine requirements imposed by the United States Department of Agriculture (USDA) on import of mangoes, is resulting in loss of a huge market. Pakistan could easily export mangoes worth five to six million dollars annually if at least two radiation plants, one at Karachi and the other at Multan are set up for radiation treatment as required

by USDA. Non-existence of this facility is resulting not only in loss of foreign exchange but also in providing space to India to have a firm footing in that market. Pakistani mangoes far excel Indian mangoes in taste, aroma and colour and could easily capture the market. Pakistani mangoes have been approved for exports to US market on the

condition that the fruit would first be treated at the radiation plant near Chicago. Treating/processing mangoes in US is not only a costlier business but also highly risky for

Commerce had allowed the export of mango of the coming season from May 25, the opportunity to enter the US market has again been lost. A notification has been issued

the exporters. Unavailability of direct air services is another factor impeding exports, Chairman, PFVA said.

Since mango is a perishable item, exports via sea routes is not at all feasible as it is time consuming due to long transit. The only way out to tap the lucrative US market is to set up radiation facility in Pakistan, he said, adding that since Ministry of

by the ministry fixing the date for starting export of mango this year to avoid losses through unplanned and premature export of the fruit.

According to Waheed Ahmed, Chairman, while production of mango is expected to be 1.55 million tons, export target has been fixed at 0.175 million tones for this year. Pakistan may fetch US $60 million if that target is achieved. He

however said the crop in Sindh had been badly affected due to climatic hazards and a drop of 0.15 million tones was feared, an estimated decline of 25 percent in 2013.

Since the production of mango in Hyderabad, Tando Allayar, Mityari, Mirpur Khas and others parts of the province had been badly affected it had caused delay in the mango export season by two weeks.

Waheed said that mango had been successfully introduced in Japanese market. Previously, a limited quantity of Pakistani mango would be commercially exported to the foreign countries but that year the situation had largely improved as a result of processing the fruit through the existing pilot Vapor Heat Treatment (VHT) plant. In coordination with Trade Development Authority of Pakistan, PFVA would be promoting the processed fruit in the valued Japanese market, he said.

International barriers imposed on trade with Iran have also resulted in a decline of Pakistan’s exports to that country. Pakistani banks have stopped trade services with Iran, which previously was importing 30,000 tons of mangoes from Pakistan as a result the country has suffered a loss of $10 million for not exporting mangoes to Iran. Illegal

trade or smuggling via land routes was not benefiting the country in terms of revenue, he said.

Exports to Australia also could not begin because of quarantine issue.

Though Australian quarantine team had visited facilities and orchards in the country to check the quality of fruit for their market, no progress has been made in this regard. Ministry of Commerce and other concerned authorities, he said should approach authorities concerned to tap another highly value market.

Waheed Ahmed further said that exporters would focus on exports to Japan, Australia, South Korea, the US, Mauritius and Lebanon markets, therefore initiatives be taken to uplift the quality of Pakistani mangoes to increase exports.

Pakistan was presently exporting mango to at least 40 countries of the world including Canada, Germany, United Kingdom, France, Italy, Island, Denmark, Holland, Switzerland, Belgium, UAE, Saudi Arabia, Bahrain Kuwait, Singapore, Malaysia, South Korea, Lebanon and others. The varieties commercially exported from Pakistan include: Sindhri, Sunhaira, Fajri, Began Phali, Summar Chaunsa, Black Chanusa and White Chaunsa.

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EDITOR Firoz H Naqvi

CONSULTING EDITOR Basma Husain

MARKETING EXECUTIVE Brijesh Mathuria

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Marketing & Circulation Office: 301-A, Diamond Kiran, Shrikant Dharve Marg, Naya Nagar Circle, Mira Rd (E), Mumbai-401107, T:+91-22-28555069, E:info@timesinfomedia.com, W:www.timesinfomedi.com Printed, Published By- Firoz Haider Naqvi, RNI no.-MHBIL05093/13/1/2007, Printed at Roller Act Press Services, C-163, Ground Floor, Naraina Industrial Area, Phase-1, New Delhi-110028, Reg Office: 103, Amar Jyot, Pooja Nagar, Mira Rd (E), Thane-401107, Delhi Office: F14/1, Shahin Baugh, Kalandi Kunj Rd, New Delhi-110025