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With major industry leaders announcing their retail plans, Bharti Airtel has also planned an initial investment in its new retail venture, FieldFresh Foods. FieldFresh Foods is a joint venture between Bharti Enterprises, one of India`s leading business groups with interests in telecom, agri business and insurance and ELRo Holdings India, an investment company of the Rothschild family.
FieldFresh Foods has an initial investment outlay of USD 50 million for first phase of operations, through collaborative farming route. The company has over 4000 acres under cultivation in Punjab and growing partnerships in Rajasthan, Uttaranchal and Maharashtra.
Lady Lynn Forester de Rothschild, Director, ELRo Holdings said, “The international food market offers a great opportunity for quality farm produce from India. This state-of-the-art facility is an important step towards creating linkages between Indian farm sector and the world.“
The company plans to bring a total of 20,000 acres under cultivation in the near future. All growing facilities will be supported by appropriate facilities such as modern pack houses and cold storages, thus creating the backbone of the produce supply chain, delivering safe, consistent and competitively priced produce through the year. FieldFresh Foods is growing through partnerships and sourcing high quality fruits and vegetables from key growers across the country through the `collaborative farming` route.
