A Modern Processing Plant... But Where Are the Buyers?

Business Situation; Shyam Farmer Producer Company (FPO), Jalore has recently established a modern Pomegranate Juice Pulp Processing Unit with financial support from NABARD and APEDA. The plant has been commissioned successfully, and the management is confident about product quality. But the FPO has very few confirmed buyers. The Chairman approaches both NABARD and APEDA for guidance. Two senior officials offer different suggestions.

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Mr. Sanjay Verma; Deputy General Manager, NABARD 18 years of experience in Rural Enterprise Development and FPO Promotion

"The immediate priority should be building a strong buyer network. Participate in trade fairs, buyer-seller meets, food exhibitions and state-level marketing events. Meet institutional buyers, beverage manufacturers and food processors. Unless more buyers know about your processing unit, production capacity will remain underutilized."

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Ms. Kavita Menon; General Manager, APEDA 15 years of experience in Agri Export Promotion and International Market Development

Make a list of all Fruit Pulp Exporters. Talk To them and understand why a buyer should choose pulp from Shyam FPO instead of dozens of other suppliers already available. Is it quality, traceability, or direct from farmer?

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Reflection; Whose thinking comes closest to your own? If you were advising the FPO, what additional suggestion would you place before the Board before they begin approaching buyers? 

Mentor's Reflection; Both officials offer valuable advice. Finding buyers is important.