FOOD FAD - INTERVIEW
VB: It’s interesting that over the past few years, companies like ITC, Heinz and Hindustan Lever introduced frozen food but exited the market soon, while McCain survived. What’s the secret to your success?
the fact that the Indian F&B market is influenced heavily by uncertain weather conditions, which greatly affected the quality and availability of basic food ingredients. Being a labor intensive industry, it also faced a challenge of shifting manpower or inadequate resources. To meet these needs, we offered ‘FroVM: The frozen foods market in zen Foods’ as a quick solution which India is at a nascent stage, and promises round-the-year availability, typical of any market in its early consistent product quality and even development stages, it has fewer products, lower consumer awareness reduces overhead costs for the operaand inadequate cold chain network. tor (perfect portions, high piece count When we entered India in 1998, the and no wastage). With passage of only frozen foods were peas, vegeta- time and efforts towards generating bles, meat and ice cream. The concept trial and experience of frozen foods, this category has considerably imof using pre-prepared frozen snacks proved over the years. was virtually unknown in Indian market. It was a challenge for us to convince customers to choose ‘frozen VB: But don’t you think that Inover fresh’ ingredients. We decided to dia’s cold chain networks are not as first understand their needs and offer well equipped to maintain quality standards required for frozen food solutions that worked for buyers. packs? Our industry research brought out CaLDRON February 2014
VM: Frozen food penetration in any country is fully dependent on the support from cold supply chain facilities. It is an efficient cold chain that transports frozen products in stipulated time frame while maintaining the required temperature. The cold chain segment in India is dominated by unreliable suppliers and small businesses with poor networks. As their services are not integrated, it leads to wastage and damage to food due to frequent handling and transfer. We have worked closely with third party cold chain operators to implement the latest technology in infrastructure and cold chain refrigerated transport. ■
Vinita Bhatia 39