Indian company goes deep into value added pomegranate products
Pomegranate awareness has increased tremendously over the years and today it is considered as a super fruit, given its varied health benefits. Over the years, many new players, including the addition of new geographies, have led to a wider market for the fruit globally.
Companies have also developed value additions like ready-to-eat Pomegranate arils, Pomegranate juice etc. to match the tastes and requirements of customers across the world.
Sam Agri, being one of pioneers in ready-to-eat pomegranate arils extracted from the Bhagwa variety from India, has been marketing the product across the US, Europe, the Middle East and Far East markets.
Given the expertise of over 12 years and the suitability of Bhagwa variety, given its sweet taste, dark red color and more importantly soft seeds, Sam Agri is actively developing further value-added products, like juice shots, dried arils, pulp, etc. to widen the product base centered around pomegranates.
According to Priyatham, CEO of the Sam Agri Group in India, “It is actually quite technical and not that simple developing value additions, as it is important to maintain the vital vitamins and nutrients of the fruit.”
There is a lot of competition in this growing industry. David Levin, Director of Sam Agri, says, “Our business has grown around 15-20%. We have been focusing on the high end market, specifically in Europe. Because of our success in this industry, we are seeing competition, which we believe is good for us – because it keeps us on our toes.”
Value added products like dried pomegranate are still not widely popular, but it is a growing industry. However, it still has a long way to go, in terms of improving the product itself and improving the process of creating a market for the same.
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Publication date: 9/29/2017
Author: Yzza Ibrahim
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