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JS group to launch meat malls in UP

Vishnu Pandey  |  New Delhi/ Kanpur 

For the first time in the state, Kanpur-based JS Fresher group has launched exclusive meat malls compliant with international marketing standards. The group initiated the format aimed at providing better marketing facilities to local butcheries at competitive prices along with healthy purchase points for consumers.

The group outlets under the brand name Fresco offer auctioning, packaging, storage and processing facilities to the abattoirs. The initiative is the maiden attempt to organise the meat industry and increase the profit margins of fishermen by eliminating the brokers along with a hygienic platform for food lovers.

It will be a first-of-its-kind meat mall in the state where food lovers will not only be able to buy, but also relish the white meat at two eateries launched in Kanpur. And if one wishes to learn some new recipes, there will be chefs to give tips.

Fresco marketing head Vikas Amlani told Business Standard that the mall would have two floors. “The complex will be centrally air-conditioned to maintain a smell-free ambience. The major problem with a meat market is a large quantity of waste. And, to handle this, we would convert the waste into semi-liquid form. A contractor will be hired for its disposal,” he said.

On the further plans of company, he said that Lucknow would be the next destination while the group might open up to 300 outlets across the country in next three years in a phased manner. Apart from the existing plant at Unnao, the company also proposes to set up another meat processing factory to meet the growing consumer demand.

“The customers have overwhelmed us with their warm response and set aside the doubts of elevated cost as compared to road side hawkers and shops. We charge only 10-20 per cent more compared with them,” he added.

Kanpur, being home to hundreds of tanneries and leather industry produces tonnes of varied nature animal protein in the process everyday. This is largely marketed at local shops with a significant portion being exported overseas. These houses export meat products of around Rs 500 crore per annum.

First Published: Fri, April 09 2010. 00:34 IST