From Farm to Fork: The Success Story of Prime Fresh Limited

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Prime Fresh Limited, a company listed on the BSE SME, has been in the business for 17 years. Headquartered in Ahmedabad, it operates in 17 states across India, focusing on the supply chain management of fruits and vegetables, as well as providing third-party logistics (3PL) solutions and other related services. With a vision to streamline the farm-to-fork process, Prime Fresh Limited (PFL) is involved in a variety of operations aimed at enhancing the agricultural value chain.

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Diverse Operations and Supply Chain Activities

PFL’s operations span from managing farm produce in 85 Agricultural Produce Market Committee (APMC) markets across 15 states to exporting agricultural products. The company is also preparing to start its own export activities soon. They ensure that produce moves efficiently from farms to distribution centres (DCs) of modern retail trades, eCommerce platforms, and their own centres. Additionally, they supply farm products to food processing units for further value addition and manufacturing of processed foods.

Strategic Expansion and New Developments

Recently, Prime Fresh Limited has made significant strides in its expansion. The company acquired a large facility near Ahmedabad Airport in Naroda, which is APEDA-approved. This facility will enhance their export capabilities. They are also set to announce their annual results for FY2024 soon, reflecting their growth and achievements over the past year.

Key Highlights and Core Network

Prime Fresh Limited boasts an impressive network and operational capacity:

• Farmer Network: Over 110,000 farmers across 5 states.
• APMC Partners: 85 partners in 17 states.
• Suppliers: 2,400 suppliers and local area aggregators across 5 states.
• Corporate Buyers: 30+ large corporate B2B buyers.
• Exporters: 20+ exporters.
• SME Buyers: 4,000+ small and medium enterprises (SME) buyers.
• Export Network: Presence in 6 countries.
• Cold Storage and Warehouses: Connections with 35+ facilities.
• B2C Buyers: Over 50,000 buyers.
• Workforce: 800+ full-time employees and a management team of 53 agri-professionals.

Operational Capabilities and Achievements

Prime Fresh Limited handles over 5 lakh tonnes of agricultural produce annually. Their operations include sorting, grading, cleaning, loading, unloading, premium packing, storage, and ripening handling. The company has 20+ locations for procurement, operations, 3PL, and sales activities, along with seasonal and full-time collection centres.

In recent months, Prime Fresh Limited has made several notable achievements:

• August 2024: Commenced a collection centre (CC) in Aurangabad.
• November 2023: Submitted a Memorandum of Understanding (MOU) to the Uttarakhand Government.
• March 2024: Launched a Central Processing Center (CPC) for Reliance Retail in Surat and a packhouse in Ahmedabad.
• Expansion in Maharashtra: Enhanced procurement, storage, and processing capacity in Pimplainer, Dhulia.
• Kolkata Operations: Started business operations and expanded distribution tie-ups in North East India.

Farmer and Customer Benefits

Prime Fresh Limited offers several benefits to farmers, ensuring timely payments and complete farm liquidation of all quality produce. They provide market intelligence for planned harvesting and offer free services and guidance from agronomists. Farmers can also access online payments 24/7.

Customers benefit from sorted, graded, and well-packed fruits and vegetables delivered directly to their warehouses or packhouses. PFL offers customized packing and grading, along with consistent supply and credit facilities. Their infrastructure supports a controlled, well-maintained supply chain with multiple SKUs available under one roof.

Commitment to Equal Opportunities and Sustainability

Prime Fresh Limited is committed to promoting equal opportunities within its business model and value chain. They focus on creating sustainable growth through equity and participation, ensuring that all stakeholders, including labourers, farmers, suppliers, transporters, employees, consultants, governments, consumers, and the community, benefit from their operations.

The company employs a decentralized management approach, emphasizing cooperation, collaboration, coordination, and co-creation. This philosophy supports the optimization of human development and equal treatment, fostering a sense of trusteeship, ownership, and partnership among all stakeholders.

Addressing Challenges and Risks

Despite its achievements, Prime Fresh Limited faces several challenges. The agricultural market in India is highly fragmented and unorganized, with only 10% being organized. The company deals with less skilled stakeholders, integrity issues, and climate challenges. Many partners are illiterate, and there is high price volatility in the market. Additionally, the costs of wages, salaries, transportation, and packing materials are high, requiring significant working capital for relatively low margins.

Future Focus and Strategic Goals

Looking ahead, Prime Fresh Limited aims to continue expanding its procurement network, distribution centres, and product portfolio. They plan to enhance their team and operational capacities to sustain growth and meet the evolving needs of their customers and stakeholders.

In conclusion, Prime Fresh Limited is a dynamic company making significant strides in the agricultural supply chain sector. Their commitment to sustainable growth, equal opportunities, and comprehensive stakeholder benefits sets them apart as a leader in the industry. With continued focus on expansion and strategic partnerships, PFL is well-positioned to drive further growth and success in the coming years.

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