a report of farm to fresh by mehul repaired)

8/2/2019 A Report of Farm to Fresh by Mehul Repaired)

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AProject Report

On

Farm to Fork

Retail Yatra

Submitted to:

Future Innoversity

Submitted by:

Mehul Dhameliya

Enroll No: 105273112

Year:

2010-2012


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ACKNOWLEDGEMENT

The satisfaction and gratitude that go together with the successful Completion of any work be

incomplete without mentioning of the people, whose competent guidance and encouragement

serve as inspirational light to help along the path of success.

Firstly, I express my gratitude to Mr. K.C.Kurien, Dean of Future Innoversity & Mrs. Punita

Gibson, for giving me valid opportunity to undertake this project.

It also gives me immense pleasure to thank Mrs. Asha Nambiar (Academic co-coordinator) who

was with me throughout the tour. I would like to express my thanks to Mr. Anand, who provided

us with necessary guidance during the tour.

I express special thanks to the entire Bangalore FHDL team, who provided their Inputs and

suggestions to complete my project successfully & made our Bangalore visit a memorable one.

I particularly like to extend my thanks to my seniors and my friends who supported me during

the project.

Date: Mehul Dhameliya

Place: Ahmedabad


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Project Summary

My Project Commenced on 4th Jan, 2012 at Bangalore where I started my Retail Yatra by visitingvarious farms . Farmers in (chikkaballapura) were kind enough to let us know the entire process

of producing farm products like brinjals, cauliflower, capsicum, Bitter Gourd, tomato, etc..

Under the able guidance of Bangalore Team I was able to understand all the nuances of farm

retailing which are only understood by seasoned campaigners. Retail Practioners at FCC & CC

also helped me a lot by sharing their learnings & experience in managing retail chain of farm

products.

During the course of my project I also visited local markets for fruits & vegetables. I can say that,

I was quite lucky to experience such an exciting environment of Mandis.

Basically this project was concerned with the farm produce, Backend operations and Buyers

profile while placing orders to vendors & farmers.


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Table Of Content

No. Particular Page No.

1. Introduction To Retail Yatra 5

2. Significance Of The Study 6

3. Objectives Of The Study 7

4. Scope Of The Study 8

5. Methodology 9

6 Retail Farm Chain 10

7 Wholesale & Retail Market 16

8 Learning 17

9 Conclusion 18

10 Bibliography 19


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Introduction To Retail Yatra

Retail Yatra is a study tour designed for MBA Retail students to enable practical learning of Retail

industry. To enable this learning a student should spend time understanding the working of

retail in local and traditional markets. Students should also understand the life cycle of products

be it apparel or food item in a retail scenario.

By these retail tours students will also understand the emphasis of learning through observation,

by doing and being with the customer. By spending quality time on visiting markets students can

pick up some insights which can be further build into a contemporary Retail practices to attract

customers.

Also, I would like to interact with people and communities along with manufacturers, producers,

intermediaries, sellers, buyers etc. so, that I develop and understanding of the overall ecosystem

and not necessarily a category or product.

It will help to interact with the people and communities along with the manufacturers,producers, intermediaries, sellers, buyers etc so that we can understand overall ecosystem. It

will helps to know what are cultures, customs, belief systems, food habits, occupations, socio

cultural pattern, consumption pattern, and industrial growth of that place.

So retail yatra is all about getting practical knowledge of real life retail industry. And through this

retail yatra I personally learnt so many things about the farm to fork process of retail store.


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Significance of the Retail Yatra Providing practical life exposure of retail industry.

It helps in to find out clear and depth process of farm fresh in store.

Aware of modern & traditional supply chains of farm products.

We also find out the reality of farmers, and agriculture business in India and culture of

the city.

We understand that How farmer work into their farm and what their responsibility

towards their farm.

How to dealing with vendors, farmers, colleagues.

To know about consumption pattern of the city and their culture.

Providing knowledge of fresh farm products from seeding to harvesting.

It helps Community study on the workers involved in manual labour of loading/unloading.

Understand Activities in Consolidation Center- sorting, grading, weighing, packing,

transporting.

Finally it gives idea about whole process of farm to fork.


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Objectives of Retail Yatra

Getting practical life experience.

By this retail yatra tours students will also understand the emphasis of learning throughobservation, by doing and being with the customer, by spending quality time on visiting

markets student can pick up some insights which can be further build into contemporary

retail practices to attract the customers.

Another objective of this Retail yatra was to understand the whole process starting fromhow to place order to consolidation centre and ending with receiving fruits and

vegetables to shelves.


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Scope of the Retail Yatra

Farm to Fresh Project Started on 4th Jan 2012, on this day we visited several farm in the

(village name) of Bangalore. This farm visit took around two to three hours during which

we went through various farms of Brinjals, Capsicum, and Bitter Gourd Etc. During that

time students also interacted with farmers & vegetables vendors which were extremely

fruitful to students.

And We interact with farmer. We had queries so we asked to farmer and they solved our

problem.

Farm fresh consist of products which are easily consumable and are part of basic

necessities of humans. Products of farm fresh are the once which customer prefers to

buy every day.

Farm to fork is an importance category of any store, as the product here are everyday

saleable. No one buys apparels; shoes etc daily but vegetable and fruits are brought

daily. The presence of this category gets customer walk-in daily.


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Methodology of Retail Yatra

There are various methods of learning. In this retail yatra project I have learnt various

things related to retail farming by observations as well as practical experience.

We analysis process of seeding to harvesting vegetables and fruits from various farm.

Analysis the life cycle of fruits or vegetables.

Observed quality/benchmark of that product.

In Farm Consolidation Centers(FCC) we found actual buying from farmers.

In FCC we found specific barcode, quality control, and fCC reported to Consolidation

Centers.

We visited huge vegetable, fruit and flower market.

We observed Processing stages of farm fresh products sorting, cleaning, weighing,

packing, transporting in Consolidation Center(CC).

According to each store requirement CC will provide and fulfill the requirement.


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Retail Farm Chain

1) Farming Process:

This process first and one of the basic fundamental of the farm to fork concept. Farming is very

tough and crucial process. Where farmers produced different kind of vegetable and fruits like

brinjal,bittergourd, cabbage, tomato and Mango, banana, pear, etc.

India is known as agricultural country and more than 60% people are in the business of farming

in rural and urban area and produced so many things according to demand of the consumer and

particular fertility of the land and it also afeected along with whether of the particular area or

places.

Farmingprocess

FoodCollection

Center(FCC)

consolidation center

(CC)

Organisedretail store

End users
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Lets take example and understand the process.

Basically farmer sow seeds of particular vegetable or fruits in his land as per the forecastingdemand or sometime it happened that farmer do work on contract based for the particular

company or retailer and as per their requirement farmers produced stuff.

Here farmer takes lot of consideration in his mind during produsing different stuff as per the

product

For example:- In a crop like brinjal first farmer has to nurture basic plant in specific method and

after certain time period he sow in his land, basically it is known as tissue culturing process

where first seeds are nurtured in laboratory than in plant nursery and than further process taken

care by the farmer.

2)Farm Consolidation Centers (FCC):

In farm consolidation center we learn about that actual buying happened for store, In this also

done sorting, cleaning, weighing, transporting In farm consolidation centre mainly

loading/unloading activities happened. It is the place where all farmer sell their farm fresh

products.

It is a reversed process like according to customer requirement a retailer estimate future

demand and forecast sales and processing order to CC and CC gives order to FCC and FCC getting

those order from various farmers and fulfill the demand.

Once products are received, it is sorted accordingly. While sorting it is made ensured that

damaged products sure removed outside and return to farmer.

Sorting:

Sorting identifies the quality of Best, good, bad and Worst after completed process of sorting

weighting done.

As per their standard quality check of fruits and vegetable then goods send to CC.


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Weighing:

In everyday practical usage, including commercial usage, the term "weight" is commonly used to

mean mass, which scientifically is an entirely different concept In farm consolidation center after

sorting, cleaning, weight are done for particular vegetables or fruits.

Also there are some costly goods are counted in individual numbers.

Transporting:

It is play an important role in farm fresh product. farm consolidation center send farm fresh

product to consolidation center. In FCC there are loading/unloading activity mainly happened.
http://en.wikipedia.org/wiki/Masshttp://en.wikipedia.org/wiki/Mass


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In that whole process Supply Chain play an important role to running farm to fork process

smoothly and systematically.

Price negotiation: Farmer-Retailer

Negotiate with farmer is very important to every retailer to running business with cost efficient.

All the farmers and retailers get together in the market for pricing of the vegetables and fruits.

Many times retailers decide prices when they get better products and effective rate. Farmers get

agreed to sell their products when they get better deal by retailers and competitive price rates.

Farmers and retailers become agree to do a purchase and selling when they full-fill individuals

requirements and agreements.

Many times they have quality negotiation and price negotiation between them under certain

term and condition.

3) Consolidation Centre:

Retailers place their orders to consolidation centre and as per the orders; it gives orders to F.C.C.

as well as other vendors to get the required farming products of retailers. In our retail yatra, we

have been to C.C. also which covers 16 stores of Bangalore as well as some stores of Chennai.

First products are received at C.C. While receiving the products, they verify it with the help of

invoice which they get from F.C.C. All the products come in different forms such as packets,quantity, bunch and kilograms. And packing in a attractive manner.


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Packing:

In FCC after weighting of farm fresh product. They packing specified vegetables and fruits.

Once fruits and vegetables are packed in an attractive manner, they are kept in allocated sites

for transfer. And finally they are sent to the respective stores in that night as well.

4) Retail Store:

Stores receive the fruits and vegetables as per their requirements within 2 days from the date of

placing order to C.C. While receiving products from C.C. it is duty of warehousing department to

check its quality and quantity as per the invoice received from C.C.

After receiving products from CC warehouse departments the vegetables are displayed in

attractive for sale in store and Products on the floor are placed as per the demand of the

customers.


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5) End Users:

At the end a final finished and well packing products sale to the end users or end customer to

the retail store.


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Visit of wholesale market and retail market

During our retail yatra project we visited various mandis like fruits, vegetables & flowers. It was

really amazing experience in wholesale mandis. There was no space to walk in mandis. Mandis

were full of farming products and dealers. Normally farmers directly deal with the vendors inmandis. Mandis start early morning at 4 oclock. All the trading activities between farmers and

vendors start early morning every day.

Retail market is a place where farming products are directly sold to end user. Retailers buy fruits

and vegetables from mandis in bulk and then sell them to customers. Retailers are getting more

benefits in terms of profits since they buy in bulk. We had visited one big bazaar family centre in

Bangalore where we had seen how stores keep the fruits and vegetables in shelves to attract

more customers.


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Learnings

I have learnt so many things during this retail yatra. Each and every day I got new learning. I have

come to know about farming in retail industry. I would like to special thanks to my college who

has given us such a wonderful opportunity to get the real life retail exposure.

My learning from this project are:-

I have learnt actual farming processes by visiting various farms during the retail yatra

from the first day of retail yatra.

Understood the whole farming process from interacting with farmers as well as

observing farms and its various processes.

I have also learnt how farming products are received at F.C.C. from farmers, how do

farmers decide their prices and so on. At F.C.C. I had taken practical experience by

getting involved in loading and unloading trucks.

Leant about how farmers are prepared with their fruits and vegetables during that time

they face a lot of problem then they earn money.

Attracting way of packaging at C.C level.

Whole role of supply chain in farm to fork process.

Maintaining farm fresh product items at retail store level is very critical and how retail

store deals with these is very important.

So finally how farm to fork whole process done that I learnt.


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Conclusion

Basically this project report is on how the farm products like vegetable and fruits reached to the

end customer via farmer, FCC, CC, and store and what are the major functions involved in this

whole process.

So finally we conclude over here is how backward process of the retail store take place and how

a fresh fruits and vegetable flow from farm to end customers.


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Bibliography

www.google.com

www.wikipedia.com
http://www.google.com/http://www.google.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.google.com/

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