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| News |
| "Flavourit” brand of spices launched in the US |
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The “Flavourit” brand of spices, quality
assured by the Spices Board and marketed by the STCL, was launched in
the US on 17th October 2005.
The launch ceremony held at Golden Peacock Hotel and Bistro, Fremont in California, US was witnessed by a select gathering of guests representing importers, food processors, flavor houses and restaurant chains in addition to a galaxy of distinguished invitees. The formal launch was done at the hands of Dr. Rahul Khuller, Joint Secretary in the Ministry of Commerce, Government of India who handed over ‘Flavourit’ to the chief guests Mr. Barry Wallace,Vice President of the Cold well Bank and to Mr John Cumming who is a significant player in US imports. He also handed over ‘flavourit’ to Ms Suman Yadav who received it on behalf of MS Sandy Pedra of Miracle spices, the distributor for ‘flavourit’ in the state of California. |
| In his address to the gathering, Chairman of Spices Board, Mr. C.J. Jose IAS explained in detail the reason why the government of India and the Spices Board are involved in the initiative. He explained that ‘ Flavourit’ is an attempt to restore to certain once well known grades of Indian spices their lost glory as well as to find a marketing channel to the |
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| growers who have taken up cultivation of introduced spices such as vanilla and herbal spices or are moving into sustainable agricultural practices such as organic spice farming and integrated pest management in spice production. | |
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It
also seeks to bring to the external markets the best India has to offer
in authentic and premium quality spices under a common brand. The branded
exports aims at securing for the spice growers, from whom spices are sourced,
better farm gate prices which is possible only when a larger share of
the eventual consumer prices in the main stream markets in the developed
countries is available to the brand. |
| He asserted that for Spices Board, therefore, it is less of a commercial venture but something, which has a larger social purpose. He, however emphasized that all efforts were taken to ensure that the products on offer are processed to exacting food safety standards, be they of the European union or the FDA or the American spices trade association as the case may be. | |
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A tastefully made audiovisual presentation recreated
select moments from the long history of the engagement of the world with
Indian spices through the millennia from the roman civilization onwards
and was well received.
A well laid out exhibition of the ‘Flavourit’ products was an added attraction. The ‘Flavourit’ range consisted of tropical, tree and seed spices both organic and conventionally grown, along with Indian vanilla beans and vanilla extracts and a bouquet of spice flavoured blends of organic south Indian and Darjeeling teas. Also on display were organically grown herbal spices, spice powders and mixes and a number of delectable curry pastes specially made to suit soft palets. Mr Barry Wallace, received the first prize in the lucky draw and was handed over a round trip air ticket to the spice growing lands of Kerala . Shri Arvind Pandalai, Chairman STC handed over the prizes to the winners of the lucky draw. A gala dinner which followed transported the invited guests to the delights that only ‘Flavourit’ could have provided through a well chosen menu of south and north Indian cuisine and continental, Chinese and Mexican fare flavoured with ‘Flavourit’. Vanilla ice cream and assorted desserts flavoured with Indian vanilla extracts added a fitting finale to the gastronomic spread. Live music by the band made the function more live. Shri Gopi Shanker a well known wine consultant of Nappa vallely ably conducted the ceremonies. The Managing Director of STCL, Mr K.C. Ponnanna welcomed the gathering and the Director Marketing of the Spices Board Mr S. Kannan proposed a vote of thanks. A press meet was organized the following day at the Holiday Inn hotel. It consisted of a mini exhibition of the ‘Flavourit’ products and high tea with a variety of snacks and cookies prepared with’Flavourit’ Miracle Spices, would immediately target, restaurant groups involved
in fine dining which would use ‘Flavrourit’ spices in their
preparations in addition to making them available to their patrons.
They also are planning to open a number of’ Flavourit’ kiosks
in the mega malls throughout California. They are also negotiating with
some of the well known hypermarket and super market chains who are interested
in stocking the products. |