Sep 17, 2020
Soon the quiet and humble banana is all set to go hi-tech in some parts of the country for retailing sale and exports. By scanning a QR code, one can immediately track the banana journey from farm where it was produced to the consumer’s table.
‘Happy Banana’ is the fruit brand from Desai Fruits Venture Pvt Ltd (DFV). DFV has started deploying the QR code solution ‘FarmTrace’ on the fruit that will help consumers track the journey of the fruit with complete details and the location of the farm where it was grown and the ripening chamber, where it was ripened and packed before reaching the retail shelves and later to join the customer’s basket.
“FarmTrace helps us to further differentiate our premium bananas from other suppliers and give our consumers full transparency and assurance about buying a healthy and hygienically produced product,” said Marco Klinge, CEO, DFV. Klinge is a large producer and exporter of bananas based in Navsari, Gujarat. Further, FarmTrace can help producers and farmers realize better price for their product and be competent in market.
“DFV handles about 100,000 tons of bananas annually, of which about 70 per cent is exported and the rest sold in domestic market”, informed Klinge, adding that the company was looking to triple its fruit volumes this year.
DFV is a portfolio company of Pioneering Ventures, a food, finance and technology platform based in Switzerland. The FarmTrace solution was developed Lateral Praxis, an agri-tech company acquired by Pioneering Ventures in May this year.