- The pesticide-free range, introduced under its Own Brands portfolio, will have over 120 products
- The entire range will be available in all its 27wholesale outlets across the country
Bengaluru 16th October, 2018: METRO Cash & Carry, India’s largest modern wholesaler and food specialist has introduced a new pesticide-free grocery range - Fine Life Bio, under its in-house own brand. METRO had piloted the pesticide-free product range with 30 select products in Hyderabad and Bangalore last year. After receiving overwhelming response to the products, METRO has expanded the range to provide complete kitchen grocery and has made the pesticide free range available across its 27 wholesale outlets in India. With the proposition of making healthy living affordable, Fine Life Bio has been rolled out with over 120 products at a very competitive price in different categories such as Pulses, Grains, Rice, Millets, Flours, Dry fruits, Spices and Sugar & Sweeteners.
METRO Cash & Carry has collaborated with over 65,000 small and marginal farmers directly & indirectly through associated partners to source around 2,700 MT of pesticide-free produce for Fine Life Bio range. Each product is thoroughly tested and undergoes multiple checks right from the farm till the store. The products are tested for over 150 pesticides in order to qualify as pesticide-free. With the tagline ‘Choose Health, Choose Fine Life Bio’, the entire range has been launched with a focus on healthy lifestyle and healthy eating in daily life.
Speaking about the launch, Mr. Arvind Mediratta, MD & CEO, METRO Cash and Carry, India said, “Consumers today are becoming increasingly conscious about their health and what they eat. Organic products have been gaining steam, but has limited acceptance due to its premium pricing. At METRO, we firmly believe in providing value-proposition to our customers, and have introduced a new pesticide-free produce category. We are extremely focused on nurturing a healthy and sustainable living and through Fine Life Bio range we want customers to consume healthy, pesticide-free good food in an affordable and sustainable manner.”
The entire Fine Life Bio range is grown without the use of pesticide, promising health in every grain consumed. Our partners are responsible for consolidating produce from the farmers & Farmer Producer Organizations (FPOs), providing them guidelines and procuring the pesticide-free produce. The products are stored, cleaned, graded, processed and packed under METRO’s Own Brand with multiple levels of critical control management. With the roll-out of Fine Life Bio range, METRO is trying to educate and garner awareness about the pesticide-free segment to the consumers at affordable price.
Through Fine Life Bio range, METRO is strengthening the agrarian fabric of the economy and is working towards the welfare of small and marginal farmers who practice sustainable farming and environment. As part of its efforts to fortify the agrarian eco-system, METRO runs a ‘Direct Farm Programme’, wherein it has set up six collection centers to procure fresh Fruits and Vegetables directly from farmers. The company sources over 12000 MT of produce per annum positively impacting over 5000 registered farmers across the country. METRO procures 40% of total produce requirement by direct sourcing from the local farmers. In addition to this, METRO conducts regular training programs for native farmers covering wide range of topics leveraging in-house and external agricultural experts. The program includes intervention such as trainings on production enhancement, farming techniques, quality improvement, optimum pesticide usage, soil nutrition and management and post-harvest techniques. The direct sourcing from farm benefits local farmers in reducing their transportation cost; eliminates farmer’s produce being exchanged through many hands; and supports them in sustainable production of high-quality fruits and vegetables.
METRO Cash & Carry anchors close to a 3 million customer base in India. Today, the company operates 27 wholesale distribution centers, catering to over 5000 suppliers, and has created over 13,500 direct and indirect jobs across the country.
About METRO Cash & Carry
METRO Cash & Carry operates in 25 countries over 750 wholesale markets with about 108,000 employees worldwide. In financial year 2016/17 it generated sales of about €30 billion. METRO Cash & Carry is the wholesale division of METRO, a leading international specialist in wholesale and food retail. The company METRO operates in 35 countries and employs more than 150,000 people worldwide. In financial year 2016/17, METRO generated sales of around €37 billion. The company provides custom solutions to meet the regional and international needs of its wholesale and retail customers.
METRO Cash & Carry entered the Indian market in 2003. The company currently operates twenty-seven wholesale distribution centers under the brand METRO Wholesale including six in Bangalore, four in Hyderabad, two each in Mumbai and Delhi, and one each in Kolkata, Jaipur, Jalandhar, Zirakpur, Amritsar, Vijayawada, Ahmedabad, Surat, Indore, Lucknow Meerut, Nasik and Ghaziabad. For further information, log on to www.metro.co.in
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