Frutunes Food Products (P) Ltd
Re-defining Food Exports
By Sandhya Agrawal
Nowadays, the ease with which customers can source produce also makes them forget the careful planning, preparation, and hard work that goes from farm to freight through the processing, distribution and food supply chain.
Farmers, who not only have to withstand natural calamities and the environment to grow crops, fruits and vegetables but also have to see their margins wither away at every point of the supply chain because of payments to intermediaries and agents, are adamant.
In the end, farmers are less expensive and have to rely on land-linked loans to survive. Factors such as restricted access, inadequate cold storage, mismatches in infrastructure and supply-demand also contribute to post-harvest losses, seriously affecting both farmland revenue and morale. Many Indian farmers have been forced by this cycle to the verge of bankruptcy and some to suicide.
The Brand
A business located in Chennai is Frutunes Food Products (P) Ltd. In repairing the deficiencies in the export supply chain, Frutunes Foods discovered a business opportunity. The Business leverages technology to build a secure and cost-effective supply chain for exports to deliver quality goods directly from farms to international stores. The tag line “Complete Export Solutions of the Farmer” is owned by Frutunes.
Further, the Organization is also educating Indian farmers on the specifications and demands of international export quality standards for products such as tomatoes, pulses, millets, spices and even processed foods. Tamil Nadu Agri University, farmers and FPOs (Farmer Produce Organizations) are affiliated with the Company.
Frutunes Foods treats B2B customers with Aavaaram , Miracle Tree, Killi, Raj Foods, and High Power Agri Solution and Rural Basket as their primary customers.
Frutunes Foods was concerned about the farmers and FPOs affiliated with Frutunes Foods as soon as the Company received the alert about the lockdown. The Company demanded the Tamil Nadu and Andhra CM cabin for an E-pass for all the vehicles as the Company transports perishable goods and food items, this was done to complete the orders that were initiated before the lockdown time, and this brand often describes itself as ‘intelligent, sophisticated, effective, elegant, valued.’
As a business, Frutunes Foods is enthusiastic, creative, and they believe that capable people are always a plus. They also, however, represent various roles, goods, company lines, or geographies and may compete for power, capital, and promotion. The team at Frutunes helps each other to achieve future targets.
The team of the Frutunes Foods is massive, and the head of Marketing and Leads is Jerald S CMO. His primary duty is to provide the Organization with new leads. He has contacts worldwide, from where he frequently brings strong leaders. The founder and CEO of this Company is Mr Prathap Selvan. In procurement, he is mainly active.
Frutunes Foods defines the needs of foreign customers, purchase patents, preferences and issues of the target audience. It not only helps to understand them better but also guarantees that a value-added food product or service is being produced that will have a real effect on the international marketplace. The Indians who have settled on the global market, who know all traditional products and herbs, are the primary target audience of this Business. Identifying a target group offers a healthy perspective on who can serve the Organization and why such customers desire the products or services. A target audience is also maintained at a manageable level by deciding this data.
The core brand values of Frutunes Foods are the views that they stand for as an organization. They serve as the compass that guides the narrative, behaviour, conduct, and decision-making process of the brand.
Work Culture At Frutunes Food Products
Mr. Selvan CEO of Frutunes claims that, combined with outstanding customer support, most leaders and workers will see the Company’s brand culture as an integral part of job success and satisfaction. Yet, it remains an elusive notion for too many brands.
Besides, it is intuitively understood that a bad business culture creates horrible results, and there are plenty of statistics to back this up. Frutunes research reveals that when a brand’s company culture is lacking, the likelihood of job turnover is 48.4 per cent, compared to just 13.9 per cent when the brand culture is viewed as a strong one. As demonstrated by the research published in the ‘Corporate Culture and Performance’ book, good corporate brand culture fundamentally drives financial performance.
There is an intimate connection with customers that has no barrier between great companies that create an enduring brand. And that personal relationship is an essential characteristic of trust.
Achievements & Accolades
The accomplishments and accolades also characterize a company’s performance, and Frutunes Foods has a long list under this criterion.
At a FACE event by CII 2019, Frutunes was selected as the Best Agri Tech Startup, and they were ranked 2nd by Tamil Nadu Agri College and MABIF for the Best Agri Tech Company for Post Harvesting Servicing award. Besides, StartLife Netherlands picked Frutunes’ model as the best Supply Chain Model, StartLife is located on the campus of one of the leading agricultural universities in the world, Wageningen University & Research. Frutunes Got Selected as the Brand of the Year by AsiaOne Magazine and URS Media.
Frutunes Food Products was ranked 4th in Multi Spices and Spices Value-Added Exports by the Spices Board of India. Meanwhile, the founder, Prathap Selvan, won an award from the Agri Tech Startup Association in Tamil Nadu as a “Farmers’ Friend.” AgInvest Coimbatore also selected the Business as the best start-up. It was also chosen by the Spices Board of India as the best Agri Supply Chain for Agri 4.0, and the Spices Board of India also selected the Company as the Best Exporter for Multi Processed Spices.
Mr Selvan says, “A person must remember that three times a day a person needs a farmer.” Frutunes Foods engages farmers and shares information through demonstration trials, daily meetings and workshops, as well as offering detailed reports outlining the most effective programmes for their locations for crop nutrition management.
The Company aims to establish a social order among the oppressed members of the rural community regardless of caste, class, religion, and gender with women and children being the most affected. Also, Frutunes Foods aims to uplift them by providing them with improved quality of life, good human values, and sustainable livelihood through various programmes and activities. Trained and professional social workers founded this Organisation, and all members have expertise in the activities of women, children and youth development.
Paving The Path For Agritech
Team Frutunes Foods states that it will continue to work for the good of the farmers in various locations for the next ten years. “Agriculture is 20 per cent of the Indian economy and 49 per cent of the workforce” in Prathap Selvan ‘s words. He says that in 2018, 13 agritech start-ups earned total funding of about $65.6 million, up more than 21% from total investments of around $54 million for 18 agritech start-ups in 2017.
Although the size of funds raised by start-ups in the agricultural sector is small compared to the size of investments raised by start-ups in the region, there is an overall increase in assets seen in the field in previous years. Investors strongly believe in start-ups in Agri-Tech that are doing social projects for farmers and society. Due to the enormous value it produces, people are investing in Agri-tech.
