Safal launches F&V retail operations in Sambalpur


Bhubaneswar: Safal, the Fruit and Vegetable (F&V) initiative of NDDB’s wholly owned subsidiary Mother Dairy Fruit & Vegetable Limited (MDFVPL), is expanding its footprint in Odisha with the launch of its retail outlets in Sambalpur district of western Odisha.

Brand Safal is opening 6 retail outlets in the city offering fresh F&V range, Safal value-added range, Dhara edible oils and Mother Dairy range of milk products.

These outlets are located at key spots of the city.

Commenting on the new foray, Dilip Rath, chairman of National Dairy Development Board (NDDB), said, “Given the agro-climatic conditions of the state, Odisha has immense potential in the F&V sector. However, over the last few years, the production of key crops is on a decline. With our entry into Sambalpur, we hope to cheer both the farmers and consumers by bringing them on a single platform.”

Chairman NDDB further added, “Brand Safal through its entry into the region, will also embark upon on-ground agronomic intervention with farmers for key horticulture crops. These initiatives are aimed to encourage the farmers to enhance their cultivation and the production/yield by way of providing training and advising on good agriculture practices.

Initially, locally grown fruits and vegetables such as guava, brinjal, cauliflower, cabbage, lobiya, green chillies, okra, cucumber, leafy vegetables, etc. will be directly sourced from FPO (Farmer Producer Organization)/farmers supported by ORMAS (Odisha Rural Development And Marketing Society).

Going ahead, Safal will be also engaging farmers by way of agronomic interventions for key crops intended at enhancing production & acreage and at the same time promote Farmer Producer Organizations (FPOs) in the region that aims to streamline quality procurement.

Speaking on the occasion, Sanjeev Khanna, Managing Director, Mother Dairy Fruit & Vegetable Pvt. Ltd, said, “Sambalpur region has various agriculture friendly facilities, a good consumer base and farmers who are already engaged in the cultivation of paddy and vegetables; hence it deemed as a perfect fit to expand our operations, benefiting the stakeholders involved.”