Field Fresh Foods–joint venture between Bharti Enterprises & Del Monte Pacific Limited, under its Del Monte brand–is eyeing a significant growth in its revenue coming from the Kashmir region through its beverage portfolio, driven by the consumption of its Green Apple fruit juice. Del Monte’ Green Apple fruit drink is immensely popular in the valley contributing to 50% of its total beverage sales in the region.
The Company is focusing on aggressively expanding its presence in the coming fiscal year while also strengthening its trade relations in the region. With Kashmir contributing to over 30% to Del Monte’s overall beverage revenue, the brand is looking forward to increasing its market share in the region significantly and retaining its no. 1 position. The company is targeting 60% growth in beverage sales in the region in the next year.
Recognizing its increasing popularity and significance in the Kashmir market for the brand Mr. Yogesh Bellani, CEO, FieldFresh Foods Pvt. Ltd. said, “Del Monte fruit drinks has been doing really well in the Kashmir region since its launch in 2010 owing to its great taste and premium packaging. The local population has embraced Del Monte Green Apple juice which is the largest SKU for us in the region. Through the years, the consumption pattern has witnessed a dramatic rise propelled by social gatherings and weddings. Del Monte fruit drinks are increasingly being served to guests as a welcome drink and also added to the gift basket given to guests. We now look forward to sustain our leadership position in the region with our beverage category with increased distribution and trade engagement. “
Del Monte offers wide range of juices in both popular and exotic flavours such as Four Seasons (mixed fruit juice), Green Apple, Pineapple with bits and Peach to name a prominent few. Apart from the beverage portfolio, the brand has presence across other categories such as packaged fruits and vegetables, sauces and spreads and Italian range. Del Monte works with more than 2500 retailers, 27 direct and indirect distributors and 1 super stockist in Kashmir.