The US Cranberry Marketing Committee (CMC) is hoping to develop a foothold in the Indian market through a new partnership with leading agribusiness consultancy The SCS Group, according to FnBnews.
To help launch the push, the pair recently hosted a seminar in Delhi, aimed at highlighting the availability and versatility of US-grown cranberries. Over 100 delegates attended the seminar, including representatives from leading Indian food and nutrition organisations, along with culinary experts.
“It (India) is being considered one of the most important export markets for the United States,” CMC’s executive director Scott Soares told FnBnews. “This seminar is our initiative to raise positive awareness of US cranberries among the trade.”
Keith Sunderlal, a consultant with The SCS Group, said that consumer education held the key to growing the category in India, with cranberry products virtually limited to the country’s tier one cities.
“We are pleased to assist the US Cranberry Marketing Committee on their initiative to increase awareness amongst influential industrial opinion makers and encourage cranberry product innovation in India,” Sunderlal explained.
