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Safal opens six retail outlets in Sambalpur district

Press Trust of India  |  Bhubaneswar 

Safal, the Fruit and (F&V) initiative of (NDDB) subsidiary Fruit & Limited (MDFVPL), today expanded its footprint in by launching six in district.

Brand opened the six in the western city offering fresh F&V range, value added range, Dhara edible oils and range of milk products. These outlets were inaugurated on the auspicious occasion of Makar Sankranti following success in

Speaking on the new foray, Dilip Rath, of NDDB, said given its agro-climatic conditions, has immense potential in the F&V sector.

"However, over the last few years, the production of key crops is on a decline. With our entry into Sambalpur, we hope to cheer both the farmers and consumers by bringing them on a single platform," he said

"Brand through its entry into the region, will also embark upon on-ground agronomic intervention with farmers for key horticulture crops. These initiatives are aimed to encourage the farmers to enhance their cultivation and the production/yield by way of providing training and advising on good agriculture practices," said Rath.

Initially, locally grown fruits and vegetables such as guava, brinjal, cauliflower, cabbage, lobiya, green chillies, okra, cucumber and leafy vegetables will be directly sourced from FPO (Organisation)/farmers supported by ORMAS (Rural Development And Marketing Society).

Going ahead, will be also engaging farmers by way of agronomic interventions for key crops intended at enhancing production and promote Organisations (FPOs) in the region that aims to streamline quality procurement.

Brand is committed to offer safe, natural and fresh produce at competitive prices to its consumers through its network of outlets.

Speaking on the occasion, Sanjeev Khanna, Managing Director, Fruit & Pvt Ltd, said region has various agriculture friendly facilities, a good consumer base and farmers who are already engaged in cultivation of paddy and vegetables.

Efforts in providing market linkage to the local growers and giving them remunerative price for their produce will give a fillip to the productivity and production of F&V in the region, he said.

entered in July 2017 with the launch of its in and today has a strength of nine outlets in the city.

(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)

First Published: Sun, January 14 2018. 19:30 IST