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G.K. Nair

12 spices to be introduced in San Francisco, intermediary identified.

Kochi `, May 23

THE Spices Board, as part of its efforts to boost export of spices in consumer packs in the world markets under its brand `Flavourit', would be introducing 12 spices in San Francisco soon.

The Board has identified an intermediary in the US through whom the samples of good quality spices would be made available in consumer packs to the super markets there, a senior official told Business Line. He said the idea behind this effort was to explore the potential market in the US. He said each well designed consumer packet would have four different superior quality spices in separate packs and thus 12 spices in three packs would be introduced, once the samples were accepted by consumers, through super market outlets.

He said the response to the Board's efforts to market the `Flavourit' brand of premium cardamom, pepper and vanilla worldwide had been encouraging so far.

Ever since the brand was launched in March this year, there ha, been good enquiries from several States and overseas and most of them had already been translated into sales, he said.

Awareness on this high quality product would push up the demand and it is expected that more orders would come during the rest of the year, he claimed.

The sales were through credit cards and cheques through the designated banks, he said.

The Spices Board had introduced `Flavourit' brand to boost quality premium Indian spices so as to re-establish their identity and get for our spice growers a fair share of the value realised in the trade.

The Board is promoting these products besides ensuring the quality, while marketing is done by STCL (Spices Trading Corporation Ltd) in partnership with the Indian Posts, IDBI, HDFC, UTI and Citi Banks, he said.

He said Flavourit would provide a marketing channel for the growers of cardamom, vanilla and pepper and more particularly to those who have taken up organic production of spices with the encouragement of the Board. Other spices would also be gradually added to the menu, he added.

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