From Farm to Fork – The Future Focus (FFFFF)

The session was moderated by K Radhakrishnan, Co-Founder, Grocermax

The distinguished panellists discussing on the subject were

Damodar Mall, CEO – Grocery Retail, Reliance Retail Limited

Hari Menon, Co – Founder & CEO, BigBasket.com

Riyaaz Amlani, CEO , Impresario –Hand Made Restaurants – Social, Smoke House

Deli, Salt Water Café , Mocha

Sadashiv Nayak , CEO, Big Bazaar

Sagar Jagdish Daryani, Founder,Wow! MoMo

Vijay Rajagopal, National Head- Business Development and Alliances, Zeta

 

“Farm to fork is a charming business where I get to meet farm producers,” said Damodar Mall, CEO – Grocery Retail, Reliance Retail Limited during the session From Farm to Fork – The Future Focus (FFFFF) at Retail Leadership Summit. Retailers are creators of demand, which allows them to succeed.

Hari Menon, Co – Founder & CEO, BigBasket.com informed that his company is very focused on fruits and vegetables. Since the consumption is three times higher, it makes a lot of sense for retailers of fruits and vegetables to go deeper into the supply chain. Things are slowly changing with consumers getting comfortable ordering for fresh produce online. Supply side isn’t a problem but demand is definitely a problem.

Sadashiv Nayak , CEO, Big Bazaar shared his experience of trying both the models. We need to figure out the valuations and ask whether can we create next Diwali. Developing the vendor relationship is core to success.

With regards to getting the best ingredients, Sagar Jagdish Daryani, Founder,Wow! MoMo said that at his company they keep things simple. He said we need to keep tapping down the chain for raw material when it comes to fresh food. In the food business it’s important to maintain three things: the right intermediary, right price and standard. Consumer wants something new every time, one should experiment with different models.

Representing the hoteliers Riyaaz Amlani, CEO, Impresario –Hand Made Restaurants – Social, Smoke House Deli, Salt Water Café, Mocha, hoteliers want to serve great good. The margin is much larger perhaps than the retail. Once you fix up contract there is no variation. You know you will get it at X price.

Coming to the digital segment in food, how far can one go in supply chain? “Whether you look at Farm to Fork or Fork to Farm looking at farmers, retails outlet and till the end point which is customer, it is fundamental to know what we can offer him better. Digital retail can bridge the gap. At the end of the day it’s all about customers,” Vijay Rajagopal, National Head- Business Development and Alliances, Zeta.

The difference between retailers and restaurateurs sourcing directly from farmers is that retailers are particular about how the produce looks on the shelf, for restaurateurs it should have great taste.

Monish Chandan, www.monishchandan.wordpress.com

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