The retailing of the humble banana is set to go hi-tech in some parts of the country soon. By scanning a QR code, one can soon track the journey 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 FarmTrace on the fruit that will help consumers track the journey of the fruit — with the details and the location of the farm where it was grown and the ripening chamber, where it was ripened and packed before reaching the retail shelves.
“FarmTrace helps us to further differentiate our premium bananas from other suppliers and give our consumers full transparency and assurance about buying a healthy and hygienically produced product,” said Marco Klinge, CEO, DFV, a large producer and exporter of bananas based in Navsari, Gujarat. Further, FarmTrace can help producers and farmers realise better price for their produce.
DFV handles about 100,000 tonnes of bananas annually, of which about 70 per cent is exported and the rest sold in domestic market, Klinge told BusinessLine thehindubusinessline.com, adding that the company was looking to triple its fruit volumes this year.
DFV is a portfolio company of Pioneering Ventures, a food, finance and technology platform based in Switzerland. The FarmTrace solution was developed Lateral Praxis, an agri-tech company acquired by Pioneering Ventures in May this year.