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Heritage Foods launches ‘fresh@’ stores

Corporate Reporter

CHENNAI: Heritage Foods (India), a Hyderabad-based marketer of dairy products, has launched ‘fresh@,’ a chain of retail stores, in Chennai. S. Jagdish, Vice-President, Heritage Foods (Retail Division), told reporters here recently that the stores would provide the complete range of daily home-need products with a distinct focus on fresh fruits, vegetables and grocery.

The stores employed the “relationship farming” approach and thereby provided farmers with advanced agronomy services, which ensured that products reached consumers with freshness and vitality intact, Mr. Jagdish said.

He said ‘fresh@’ outlets would be introduced in two formats: the 2,500 sq. ft. “flagship stores,” which provide fruits, vegetables, grocery, dairy and bakery products apart from fast moving consumer goods and the 1,000 sq. ft. “daily stores,” which provide fruits and vegetables and essential top-ups in other product categories. Santhosh Unni, who heads operations and marketing at Heritage Foods’ retail division, said the stores would also have a free home delivery programme and a loyalty programme.

The retail chain, which currently operates 16 stores in Hyderabad and three in Bangalore, will have five outlets here.

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