Connecting the farmers produce to the needs of the consumers for new fruit juice variants has been driving Coca-Cola’s efforts in the recent days. With its emphasis on the fruit circular economy some new products have been introduce and more launches could be round the corner.
Maharashtra Chief Minister Devendra Fadnavis launched Minute Maid Pulpy Mosambi in June 2017. Nearly 1800 tonnes of the fruit have been sourced from Jalna, Maharashtra in the first phase for the production of Minute Maid Pulpy Mosambi.
Earlier this month, Maharashtra Chief Minister Devendra Fadnavis also launched Minute Maid Pulpy Santra, made from oranges grown in Maharashtra and Madhya Pradesh.
“We have a tireless resolve to bring about positive changes in the lives of our farmers. “We are happy that companies like Coca-Cola and their partners like Jain Irrigation are committed towards the agricultural economy. They can also help introduce modern and scientific methods of farming to improve both quality and quantity of agricultural produce,” he added,” Fadnavis had said at the launch of Minute Maid Pulpy Santra.
Coca-Cola has been working closely with the farming community to help improve the yields from their fields. Along with its partner, Jain Irrigation, farmers are being trained in the Ultra High Density Plantation (UHDP) methodology, a proven farming technique in different parts of the world. The learning is applied in the fields to improve yields and, hence, their incomes.
Coca-Cola has now launched several fruit-based options for its consumers, with nearly all procurement from the country. Prime Minister Narendra Modi has suggested to the industry that the industry should look at launching more fruit-based beverages.
Coca-Cola procures more than 1.4 million tons of fruits annually in India for use in its products. Exporting processed Indian fruit and ready to use in beverages to the global system, currently we export Indian goods worth US$ 280mn to 44 countries within the Coca-Cola system