| | MAY 20228VANTAGE POINTF or years, the Indian fruit & vegetable supply sys-tem was stagnant. COVID-19 brought in some drastic changes. Issues like border restrictions, restricted trading within mandi, non-availabil-ity of transport, increased freight cost, distress sale and delayed payments got amplified during this crisis. While the governments were taking decisions to prevent COVID, they were equally vigilant on distress of the farming sec-tor. There were a slew of quick decisions on the part of the government which brought in path breaking changes. The consumers' preferences were also changing dramatically and the new trends emerged. 1- DEMAND FOR IMMUNITY BOOSTING ITEMS: The demand for items like Amla, Lemon, Ginger, Garlic, Turmeric, Giloy, Jammun has grown multifold. Amla pulp demand has gone up by 10X. Haldimilk & Haldi ice creams are the new range of product on the immunity platform. As per Nielsen's survey, the trend of staying at home and eating home-cooked meals (Gharkakhana) would continue. So also the demand for im-munity boosting fruits and vegetables would continue to remain high. Many meat substitutes or the vegan-meat (Jackfruits & Soya) are replacing the non-veg component of popular burgers and pizzas. FSSAI (Food Safety Author-ity of India) too has recommended six foods (Amla, Orange, Papaya, Capsicum, Guava and Lemon) rich in Vitamin-C to boost immunity during this pandemic.2- DEMAND FOR ORGANICS ON RISE: Organics had a dormant de-mand for years, but today these are also getting traction. As per retailers voice the incremental customers' addition, during the pandemic is 50 percent more. Consumers are looking for long-term immunity solutions. Many cancer pa-tients have permanently shifted to organic foods. Organic vegetable wash- Neem wash (ITC), Veggie Clean (Merico), Saafoo (Cevinkare) were launched during the pandemic to improve Fruits and Vegetables hygiene.EMERGING TRENDS IN FRUITS & VEGETABLES SUPPLY CHAIN & MARKETINGBy Mihir Mohanta, General Manager (Supply Chain), Mother DairyMihir Mohanta,General Manager
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