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FieldFresh Food Venture Hopes To Crack India’s Top Ten List

July 12, 2010: 03:05 AM EST
A 50-50 joint venture between Bharti Ventures and Del Monte Pacific is looking to become one of the top ten food and beverage companies in India by 2014, with help from Del Monte’s supply chain expertise. FieldFresh Foods is targeting sauces, juices, Italian cuisine and packaged fruit, market segments worth a total of $857 million and growing by 20 percent a year. The venture has already seen good market penetration – its products are now available at 20,000 retail outlets in 25 cities – but it faces tough competition from Nestle, Hindustan Unilever, ITC, Heinz, Parle Agro and Dabur. To speed things along, FieldFresh is spending $64 million on a food processing plant in Tamil Nadu and on fruit and vegetable research.
Arunima Mishra , "The Del Monte difference", Business Standard, July 12, 2010, © Business Standard Ltd.
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