Convinience Shopping helping the Pre cut Vegetables Category

A friend of mine had started his own business 3 years back where he was supplying cut and cleaned vegetables to consumers (Ready to cook). He had even added the spices and masala that was required to prepare the dish to his offerings. However his business idea did not take off successfully for want of correct consumer research and lack of coordination in implementation. The consumers too at that time did not seem very enthused aboout this idea. He finally shut it down !!!

However good news for him now. The news is that "Pre-cut vegetables, fruits bring profit to retailers"

Pre-cut vegetables and fruits are emerging as a strong growth category in the organised retail market. With singles and working couples being cramped on time, many reach out to the neatly packaged trays of evenly cut vegetables for the night’s dinner.


This category has been finding more significant space on shelves now — at Aditya Birla’s More stores, cut fruits and vegetables account for 10% of the fresh merchandise. “Cut fruits and vegetables at our stores are priced two to three times more than the whole fruits and vegetables, but find demand from working women and home makers alike,” says Thomas Varghese, CEO of Aditya Birla Retail.

However it is not always a success story

But there are some who aren’t entirely convinced. Heritage Foods, for instance, has stopped offering cut fresh produce altogether. “For every five packs that are sold, we found that we were throwing away 10, since the shelf-life is shorter in this category,” says S Jagdish, COO (retail), Heritage Foods