Choithrams puts organic products on shelves

Dubai: Choithrams, one of UAE’s largest retail chains, has introduced organic products on its shelves, but many shoppers are still unaware of its benefits, the director of the Group said.

“You are not dealing with poisons and not using chemical-based fertilisers and pesticides, so it has to be healthy,” said Kishore Pagarani, managing director of Choithrams, introducing the launch of the products to mediapersons on Tuesday.

He said shoppers will not only be helping farmers but also the earth as the soil will not be contaminated but enriched with micro-nutrients when natural -based products are used for growing the plants.

The director said there are 26 farms in the UAE that are organic-certified. “This is a source of encouragement,” he said, but added that the biggest challenge is making people aware of the benefits of eating organic. “You will save on doctor’s bills when you eat organically-grown products.”

He said the Group is looking at additional distribution through another chain, most probably Carrefour, Geant or Lulu. “This will give an added and more penetrative distribution,” he said.

When told that organic foods are generally expensive, Pagarani agreed that is another reason why shoppers shy away from organic. But the prices will be “workable” for the consumers, he said.

Managing director Raj Seelam of 24 Mantra, an organic product company from India, said initially 60 products will be on the shelves here and these include, wheat flour (‘atta’), lentins (‘dal’), spices, and processed breakfast cereals, cookies, snacks, jams and juices.

He said there is a huge trend in India towards organic food. “Many people today are sceptical about foods they eat. They question how an apple can be available year-round and how it can be fresh after so many days. They are looking toward health alternatives, but do not know whom to trust.”

He said the company that has tied up Choithrams has a network of 18,000 small farmers in 15 provinces across India. The products are certified for the US, Europe and India and exported to many countries and that this is the first time they will be available in the region. “Organic is not just for the rich, but for everyone who is conscious of what he or she eats.”

CEO of 24 Mantra, N. Balasubramanian, said many customers come back saying that they (organic products) have helped boost energy levels of their children and rid of skin-related issues.