Investment in the Food Processing Industry

Topics: Coconut, Food industry, Fruit Pages: 9 (2406 words) Published: September 7, 2008
Investment in the Food Processing Industry

Few industries are as broad as the food processing industry, but Bangladesh does well on all fronts: confectionery as well as organic, frozen, and chilled foods.

Our market – one of Asia’s largest – brings almost every international food player here. This strength is only expected to improve as consumption trends and the good reputation of our products promise higher future sales. For investors, too, the time is ripe. A fragmented, pre-consolidation industry allows investors access to the market, its distribution channels, and its technological capabilities.

Bangladesh has a well-established food processing sector, which relies on domestic agricultural production and is oriented mainly to domestic needs. It includes sugar refining and milling, production of edible oils, processing and preserving of fruits and fruit juices as well as fish processing, especially shrimp and prawns. As a tropical country Bangladesh has a plentiful domestic supply of exotic fruits and sea species.

We have decided to take Processed Fruit Products as our industry item. Targeting the upper and upper middle class consumers of the major cities as more and more people live in the cities far away from where food is grown and produced food. In many families the adults are working away from home and therefore there is little time for purchasing fresh fruits and make any item out of that.

The Fruit Processing Business model:

The Theme:
We have selected processed food industry for our analysis. We are focusing on the processed fruit segment. Our idea is to establish Fruit Processing Centers at different places of the city. The place would be something like a refreshing corner for the customers just after a tiring journey, or place where they can think of visiting at a break from the days work. The centers will sell different seasonal fresh fruit juice along with young coconut water, milkshake, etc. they can also have different dried fruits and fruit salads. Customers can have it sitting at the juice corner; again they can take away to home for having the item later.

Logic of the business:
Nowadays customers are moving toward healthy products. They are more and more conscious towards avoiding cholesterol and thus try to avoid junk foods as much as they can. But usually it is tough to find a food corner where health conscious items are instantly available. Lots of people love different sorts of seasonal juicy fruits, but they are quite bored with have it at home in a regular way. Some are again okay with having fruits at home but definitely they would love to have it after a tiring task outside home, near their workplace. For example, students after a long lecture session or exam would love to have a glass of fresh juice if it’s presented in clean and delicious way. People at office would love to have a juicy break after a meeting or at any office break. What these customer groups are having now around them? Just regular fruits sold at regular manner. They may not feel to buy and then peel it off to have it. They may be even conscious about cleanliness. They are absolutely not a position to prepare fresh juice by themselves even if they want. They can have at best clinically processed and preserved juices at stores. But there is no readily available corner where consumers can have processed delicious fresh fruit items, which can serve as both refreshment and nutritious recipes for them. So FRUITY FRESH would be there to supply something real fresh and delicious.

Brand name ‘FRUITY FRESH’:
The target is to establish brand name FRUITY FRESH. To fulfill this objective all outlets would have to decorate similarly. A logo needs to work out, which will be seen everywhere at signage, advertisement, inside the outlet, even at tissue papers that would be served to customers. Special crockery with the logo would have to order that would be used for customers. The workers and sellers of outlets...
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