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ITC Launches Farmland range of variants in potatoes

ITC, India's leading FMCG major today unveiled 'Farmland' - its new brand for fresh Fruits & Vegetables. Farmland makes a debut in the Indian market with an exciting range of variants in potatoes such as Natural Low Sugar Potatoes, Potatoes with Natural Antioxidant, Baby Potatoes and French Fry Potatoes.

In line with ITC's uncompromising commitment to provide superior quality, safe, hygienic and nutritious offerings to consumers, 'Farmland' has been crafted with a mission to provide Safe and Nutritious potatoes to consumers and is an outcome of years of research and rich experience in working closely with farmers.

Farmland Potatoes come with the promise of low sugar, low fat and great taste. These potatoes are naturally low in fat and sugar with fat content below 0.2% and sugar level below 2% respectively. Farmland potatoes have been tested and endorsed by ICAR-CPRI, Shimla (Indian Council for Agricultural Research - Central Potato Research Institute), the premier institute for potato research and development in India. ITC along with ICAR-CPRI intend informing consumers of the nutritional benefits of potatoes and help dispel some of the myths around it.

With a consumer spend of approximately Rs. 500,000 crores, the Indian Fruits & Vegetables market is pegged at approximately Rs. 300,000 crores for the producers. ITC's brand Farmland will play in the fresh fruits and vegetables segment catering to the emerging consumer demand for safe and nutritious fruits and vegetables.

Announcing the launch, Mr. S Sivakumar, Group Head - ITC's Agri Business and Information Technology, said, "At ITC we are guided by the twin philosophies of creating value through world class consumer brands while serving national priorities. Fresh Fruits & Vegetables are a fundamental part of the consumer's food basket and is also key to providing enhanced incomes to farmers who are an integral part of ITC's farm-to-fork value chain. Our brand Farmland will provide yet another win-win for the consumers by serving their emerging need for safe and nutritious fruits and vegetables as well as open up a new value-added market segment for the Indian farmers". Source:

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