Every year, almost 16 percent of fruits & vegetables procured from the farms in India are being wasted due to dearth of proper cold chain, storage facility, exports, transportation, processing facilities and many other aspects. Besides wastage, there are a lot more problems associated with the agro industry of India such as decreasing quality index of farm produce, increasing price index, cumulative loss of freshness time, too many middlemen between farmers & consumers, and others. Comprehending the gravity of these problems, Hyderabad-based Yellows & Greens (Y&G), the most innovative fruit & vegetable value chain company, has unveiled a unique concept `From Plough to Plate'. Instead of stocking-up the fresh produce that comes directly from earth at neighbourhood stores for a long time, Y&G believes in delivering utmost fresh & nutritious food to the plate by focusing right from the point of plough.
Kiran Pasala, Director, Y&G, adds, "They say that food maketh a man. But, we go a step further and say, fresh & nutritious food maketh a human". Today, Y&G provides a wide range of fruits & vegetables (Mango, Banana, Sweet Corn, Broccoli, Carrot, Cauliflower, Green Peas, Spinach & others) by procuring fresh produce from farmers, selecting the best from them, storing it in world-class cold storage units at controlled temperatures (+5 to -22o C), and delivering them in its own retail stores at fair prices. In a nutshell, the company's business categories include Fresh Products (Bulk, Retail, Fresh Cut, Institutional & Private Label), Frozen Products (Exports, Institutional, Retail & Private Label), and Services (Frozen Store, Cold Store & Temperature Controlled Logistics). But what role does it hold right from the point of plough?
Truly from Plough to Plate!
Since a good quality seed is the half the job done, the company provides expert agri inputs to farmers before sowing seeds to optimize yield and schedule harvests better. Following this, its collection centres which are located right at the farm sites ensure that every bumper crop of farmers receives fair prices, thereby improving their lives, minimizing damages and eliminating too
Kiran Pasala, Director, Y&G, adds, "They say that food maketh a man. But, we go a step further and say, fresh & nutritious food maketh a human". Today, Y&G provides a wide range of fruits & vegetables (Mango, Banana, Sweet Corn, Broccoli, Carrot, Cauliflower, Green Peas, Spinach & others) by procuring fresh produce from farmers, selecting the best from them, storing it in world-class cold storage units at controlled temperatures (+5 to -22o C), and delivering them in its own retail stores at fair prices. In a nutshell, the company's business categories include Fresh Products (Bulk, Retail, Fresh Cut, Institutional & Private Label), Frozen Products (Exports, Institutional, Retail & Private Label), and Services (Frozen Store, Cold Store & Temperature Controlled Logistics). But what role does it hold right from the point of plough?
Truly from Plough to Plate!
Since a good quality seed is the half the job done, the company provides expert agri inputs to farmers before sowing seeds to optimize yield and schedule harvests better. Following this, its collection centres which are located right at the farm sites ensure that every bumper crop of farmers receives fair prices, thereby improving their lives, minimizing damages and eliminating too
many middlemen. Once the produce is collected at the company's facility, an expert team takes care of sorting, cutting, dicing, grading, value addition and quality control all the products.
Karthika K, Director, Y&G, articulates, "In view of minimizing wastage or produce, our state-of-the-art processing facilities manufacture frozen fruits & vegetable through energy-efficient IQF technology to ensure the final products are produced with natural appearance as per reliable food safety standards (HACCP, FSSAI, BRC, HALAL, USFDA & Kosher. HALAL, USFDA & Kosher). This is an era of elevated consumer awareness. When they buy food, people look to see that products come from an environmentally sustainable source and are produced in socially acceptable conditions, in a facility following good manufacturing processes." Besides, storage, packaging & labeling, and transportation via reefer logistics are supervised by the company's qualified team round the clock so that only the best produce reach the customers.
Further, the company's integrated cold chain facility increases shelf-life and ensures lead time from farm to table is less than 12 hours through dedicated distribution hubs & aggregators. This way, the freshness of product is kept intact, while the company stands true to its tagline `Only Fresh. Always Fresh'. These products are supplied to businesses by Y&G through public private partnerships; for instance, it holds tie-ups with Agricultural Marketing Department of Telangana Government for implementation of Mana Kuragayalu Project (MKP) which provides price security to farmers and price-stabilization to consumers.
Today, Y&G outclasses as a spin-off of Prasad Seeds, a four decade-old seed processing company, currently operating across the world. The company's main target is to reach 75 stores and also plunge into the Japanese market with a wide spectrum of frozen fruits & vegetables in 2020.
Karthika K, Director, Y&G, articulates, "In view of minimizing wastage or produce, our state-of-the-art processing facilities manufacture frozen fruits & vegetable through energy-efficient IQF technology to ensure the final products are produced with natural appearance as per reliable food safety standards (HACCP, FSSAI, BRC, HALAL, USFDA & Kosher. HALAL, USFDA & Kosher). This is an era of elevated consumer awareness. When they buy food, people look to see that products come from an environmentally sustainable source and are produced in socially acceptable conditions, in a facility following good manufacturing processes." Besides, storage, packaging & labeling, and transportation via reefer logistics are supervised by the company's qualified team round the clock so that only the best produce reach the customers.
Further, the company's integrated cold chain facility increases shelf-life and ensures lead time from farm to table is less than 12 hours through dedicated distribution hubs & aggregators. This way, the freshness of product is kept intact, while the company stands true to its tagline `Only Fresh. Always Fresh'. These products are supplied to businesses by Y&G through public private partnerships; for instance, it holds tie-ups with Agricultural Marketing Department of Telangana Government for implementation of Mana Kuragayalu Project (MKP) which provides price security to farmers and price-stabilization to consumers.
Our state-of-the-art processing facilities manufacture frozen fruits & vegetable through energy-efficient IQF technology to ensure the final products area produced with natural appearance as per reliable food safety standards
Today, Y&G outclasses as a spin-off of Prasad Seeds, a four decade-old seed processing company, currently operating across the world. The company's main target is to reach 75 stores and also plunge into the Japanese market with a wide spectrum of frozen fruits & vegetables in 2020.
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