The Hindu Business Line : Blitzkrieg over Kerala cuisine

THE Agency for Development of Food Processing Industries in Kerala (ADFIK), a Government of Kerala initiative managed by the Kerala Industrial Infrastructure Development Corporation (KINFRA), is set to launch a promotional campaign that showcases the State's traditional cuisine.

The campaign, scheduled to be next month, will highlight Kerala's traditional culinary specialities, said Mr S. Ramnath, CEO, General Manager-Planning and Business Development, KINFRA. It will focus on a range of Kerala's ready-to-eat culinary delicacies, especially those that have a significant market potential, he said. The campaign will be in both Malayalam and English, and will also attempt to leverage Kerala Tourism's strong brand recall and visibility, he added.

According to Dr G.C. Gopala Pillai, Managing Director, KINFRA, the campaign to promote Kerala's traditional cuisine has two major objectives. One aim is to help people in Kerala realise that there are significant investment and employment opportunities in the food-processing sector, especially in the manufacture of ready-to-eat traditional delicacies, he explained. A long-term objective of the campaign, which has an initial budget of Rs 1 crore, is to create an umbrella brand for Kerala's food processing industry, he added.

Besides, the promotional campaign, ADFIK is also working on several other projects in the food-processing sector, said Mr Ramnath. The organisation was, in fact, specifically created to promote and implement the various schemes of the Union Ministry of Food Processing in Kerala.

For instance, the organisation is working on establishing a cold storage in Kerala's Wayanad district. This facility, which is being set up by KINFRA but will be operated by a partner, is likely to be ready in about six months, he said.

Similarly, the organisation is also working on setting up an `incubation' centre at the KINFRA food processing park near Kozhikode. Once operational, this unit will help introduce new food processing technologies in Kerala, said Mr Ramnath. Entrepreneurs will be allowed to use this facility for year or so and will be encouraged to use new food processing technologies that are available at the incubator, he added. The ultimate objective is to have such incubators at all three food processing parks currently being set up by KINFRA, he pointed out.

More Stories on : Promotions & Offers | Food & Cuisine | Kerala

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Amul chalks out strategy to push sales

LG plays it cool with kids' AC

Coke may extend Georgia brand to iced tea, coffee

O&M bags Bajaj K-60 bike ad account

Blitzkrieg over Kerala cuisine

Rasna announces slogan contest

`Wedding offer' from Tanishq in Mangalore

Bombay HC restrains Ajanta from using IDA's `Seal of Acceptance'

Big B still hogs Bollywood limelight

New VP for UTV