FMCG major ITC has ventured into the packaged fresh fruits and vegetables segment with the launch of a new brand called Farmland.

The company will unveil four variants of potatoes as its first product under the brand, which will soon be launched in Delhi, followed by other key metros.

In the long term, the company plans to expand the range of fresh fruits and vegetables under the brand and may also look at launching apples by the next quarter.

S Sivakumar, Group Head - ITC’s Agri-Business and Information Technology, said: “We expect to make Farmland potatoes available in about 1,000 stores in the next two-three months in Delhi. We hope to be present in the key seven metro cities in the next 12 months. Farmland potatoes will be sold not just through modern stores and e-commerce but we will also tap a large number of neighbourhood stores.”

Sivakumar said fresh fruits and vegetables were a fundamental part of a consumer’s food basket and also key to providing enhanced incomes to farmers who are an integral part of ITC’s farm-to-fork value chain. “Farmland will provide safe and nutritious fruits and vegetables for consumers, while opening up a new value-added segment for farmers for enhanced income,” he added.

The four introductory Farmland potato variants include naturally low-sugar potatoes, potatoes with natural anti-oxidant, baby potatoes and potatoes for French fries. The company said these will be priced at 10-15 per cent premium over local prices, adding that Farmland products would not see fluctuations in prices, as seen in the market.

“The total market for table potatoes in India in consumer spend terms is valued at ₹70,000 crore, with consumption in metros and mini-metros alone close to ₹5,000 crore, which is what ITC’s Farmland Potatoes range will address in the first phase,” the company said in a statement

The company said it would leverage the strengths that it had acquired over the years in the potato category, with access to 250 varieties and strong supply linkages.

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