Agriculture World

Farm Trace can Track a Banana’s Journey from Farm to Consumer

P. Godha Hiranmayee
P. Godha Hiranmayee

You can know the producer & production activities of the banana you are eating, with the help of Farm Trace. 

Desai Fruits Venture Private Limited (DFV) is a large producer & exporter of bananas based in Navsari, Gujarat. It is an India’s leading banana merchant, focused on both, the briskly growing Indian domestic & global markets. It has developed basic fundamentals in managing quality control right from tissue plant, providing full traceability right from the individual farmer field level. DFV’s excellence stems from its technical know-how & ability to ensure end-to-end supply chain management. It has long established links with farmers & is the benchmark for sustainable & socially responsible contract farming, offering a win-win situation for individual & small farmers. 

DFV has developed the production & export of international-quality cavendish bananas out of India. With over 5,000 containers dispatched. It is one of the leading & most consistent exporters of bananas from India. Their major international markets are the Middle East, KSA, Iran, Iraq & Afghanistan. DFV’s brand Happy Banana is India’s leading & most reliable banana brand 

The trading of the banana is set to go hi-tech in some parts of the country soon. By scanning a QR code, one can soon track the ride of the banana from the farm to the consumer’s basket. 

Happy Banana, the fruit brand from Desai Fruits Venture Pvt Ltd (DFV), has started deploying the QR code solution Farm Trace on the fruit that will help consumers track the journey of the fruit-with the details & the location of the farm where it was grown & the ripening chamber, where it was ripened & packed before reaching the retail shelves. 

happy banana

Transparency for customers 

Macro Klinge, CEO of DFV said “Farm Trace helps to further differentiate their premium bananas from other suppliers & give their consumers full transparency & assurance about buying a healthy & hygienically produced product.” Farm Trace can help producers & farmers realize better price for their produce. 

DFV handles about 1,00,000 tonnes of bananas annually, of which about 70% is exported & the rest sold in domestic market & the company was looking to triple its fruit volumes this year. 

Farm Trace is based on technology architecture that links MIS data already logged by food producers & suppliers, tracks each piece of fruit, vegetable or fresh produce packet based on a unique sticker. Klinge said, “The QR code solution would also be deployed on other farm produce such as pineapples & rice going forward.” 

“Consumers in India & across the world are becoming increasingly conscious about the food they consume, & they prefer to know exactly where the product comes from, when it was harvested & how it was produced,” said Pablo Erat, Co-founder of Pioneering Ventures, in a statement. 

So far, over 3,000 farmers are on the map of Farm Trace. The web-based solution aims to enroll around 10,000 farmers in the pilot phase by March 2021. 

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