Food is important. Gone are the days of buying anything that is consumable because of the package or a trendy commercial you saw. As the years progressed, consumers, people like you and me, became more and more intelligent. They wanted the best for themselves. They became, and rightly so, people who read the actual ingredients of the product. They started looking for alternatives. They made changes, added, subtracted, and haggled, till they found what they were looking for and moved on to the checkout corner.
This FieldFresh Foods case study is all about that…
FieldFresh Foods was formed as a joint venture between two companies; Bharti Enterprises and Del Monte Pacific Ltd. As the name speaks for itself, FieldFresh Foods strives and aims for the best, fresh and packaged food items and beverages. Their website states their vision as ‘Creating delightful food experiences with the importance of making ‘cooking not only easy but joyous as well.’ As a result of the company’s presence in India, it offers processed food and beverage products under the Del Monte brand, while it offers fresh vegetables under the FieldFresh brand, in its export markets. Their mission is to deliver high-quality products to their consumers with superior knowledge of food and a passion to constantly innovate.
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Currently, FieldFresh Foods has an Agriculture Center of Excellence (ACE) based at Ladhowal, Ludhiana in Punjab, which is one of the largest agricultural R&D facilities of its kind and is spread over 300 acres with a state-of-the-art protected and open field production facility for value-added vegetables, dedicated to fresh vegetables. In addition to that, FieldFresh also had a research and development center near Bangalore for its brand of Del Monte products. This bleeding-edge facility manufactures sauces, a range of ketchup, mayonnaise, and mustards as well as fruit drinks. The plant boasts fully integrated and highly automated processes that are capable of producing consistently high-quality products that are untouched by the human hand during the production process.
FieldFresh is dedicated to its cause and ensures that whatever it delivers, it has a mark of its excellence as well as being well-processed and ready for consumption. With an annual turnover of Rs. 500 to 1000 Crore, FieldFresh has made a name for itself.
In 2021, FieldFresh Foods changes its name to Del Monte Foods Private Ltd. The company’s new identity is in line with the next phase of the company’s brand journey in which the business will place a greater emphasis on branded processed foods and retail as part of a more concentrated effort to grow its brand. Having a distribution footprint across a number of key cities across the country, Del Monte is a brand that belongs to the premium food segment in India. The company reported that its retail business has grown by 20% in FY21 and it intends to maintain this growth. Following along with this is an increased focus on digitization and brand communications.
The FieldFresh Foods case study proves that consistency, along with detailed and dedicated R&D, will deliver fruitful and meaningful results.