Mahindra firm signs JV with Belgium's Univeg to market fruits

M&M Group firm Mahindra ShubhLabh Services today signed a joint venture agreement with Belgium- based Univeg to develop supply chain and sell fresh fruits in the domestic and international markets.
The JV, with Mahindra ShubhLabh and Univeg holding 60 and 40 per cent stake respectively, will market fruits under the 'Saboro' brand. Mahindra SubhLabh had launched the brand last November.
"The JV will focus on developing fresh fruit supply chain to provide high quality fruits that meets the needs of both the domestic and international markets," the company said in a statement.
Mahindra & Mahindra Executive Director and President, Automotive and Farm Equipment Sectors, Pawan Goenka said: "This JV will enable both companies to leverage each other's strengths thereby providing a win-win for farmers and end consumers alike."

Goenka added: "Going forward, we plan to strengthen our partnership by further improving the fresh produce supply chain through various interventions and investments across India."
In the joint venture, Univeg will provide technical knowhow and best practises in quality control, post-harvest handling of fresh produce, ripening process, and farm agronomy practises and procedures to meet international quality standards.
Mahindra ShubhLabh will assist in arranging contract farming agreements across India while leveraging its domestic marketing and distribution network and providing the required local licensing and support services, the company said.
The JV will also focus on modernisation of the domestic fruit supply chain in order to respond to the demand for high quality produce, improving yields and lowering wastage levels to improve returns on investment.