P.S. Sundar

Buyers are in talks with farmers for direct supplies

Coonoor , July 6

Agri business with a focus on garden-fresh and kitchen-ready vegetables is catching up in the Nilgiris with star hotels, multinationals and retail chains showing keen interest in sourcing them.

Some buyers are in talks with farmers for direct supplies, bypassing middlemen.

Most buyers are from Chennai and Coimbatore, but there are enquiries from across the country. "We have done extensive market research. Ooty vegetables have a niche place in the retail market and (among) quality corporate buyers," Mr H. Vasudevan, Chairman of the Coonoor-headquartered Hill Queen Agri Tech (India) Pvt Ltd (hillqueen@dataone.in) told Business Line.

His company has access to fresh vegetables grown in nearly 300 acres in the Nilgiris. "Our washable vegetables like carrot, beetroot, turnip and radish are preferred in star hotels for salads and other dishes. Similarly, our leafy vegetables like leeks, celery, lettuce, spring onion and parsley fetch continuous demand from star hotels in Chennai," he said.

Exotic vegetables

Specialisation also helps in the agri business. "We have upmarket demand for our cabbages — white, red, Chinese, Brussels sprouts. So too for our beans — bush, curry, butter, vertex, green, double and blue. So much so, we arrange to grow them specially to cater to particular orders," Mr Vasudevan said.

Large areas are being brought under specialised and exotic vegetables. "Garlic, potato, baby potato, capsicum, chow chow, zucchini yellow, cauliflower and broccoli are some such vegetables which attract a lot of demand. The only condition is that they have to be fresh and clean," said Dr S. Ramu, Executive Director, who has made enquiries with hotels and multinationals as also retail chains across Tamil Nadu.

He said that there is a specific demand for organic vegetables. "Star hotels tell us that foreign guests ask for organic vegetables. We are, therefore, sourcing such vegetables. But such vegetables have to bear certification from competent authorities," he added.

Some suppliers load the vegetables on trains at Mettuplayam. But many use lorries and pick-up vans to supply the vegetables in bulk.

"The price varies, but with volume, it should be possible to net sizable revenue. When there is direct buying by the hotels, we need to have our own cold storage vehicles to retain the freshness of the vegetables. Investments are productive as the orders are regular," said Mr H. Sivakumar, Director (Finance).

Hotels also seek cut vegetables that meet specifications and are in kitchen-ready condition. "We are into this function as well. The challenge is to retain the freshness and cater to the specific requirements of the hotels concerned," said Mr S. Kannappan, Technical Director.

© Copyright 2000 - 2009 The Hindu Business Line