Arya’s Fresh Cut is a small scale, home-grown agro processing venture that aims to invade local supermarkets and open air markets with affordable and convenient choices in vegetables.
The entity’s Manager, Diane Persaud told Stabroek Business recently that the small-scale, agro-processing company has been holding its own for some time. Just two weeks following product-testing at the high-profile Bounty Supermarket on Water Street orders for its products have increased fivefold.
Arya’s Fresh Cut gathers naturally grown vegetables and pre-packages “only they finest,” either whole or chopped, for sale. The long-term aim, the manager says is to reach the growing niche comprising that section of the market that may not have the time to make it to the more commonly known markets in the city and its environs.
Persaud told Stabroek Business that Bounty Supermarket on Water Street has increased its order to over 60 bags of a variety of the products packaged by Arya’s Fresh Cut. And, she says, she is ready to take on the army of more established vendors usually encamped outside Bounty and in the vicinity of the Stabroek Market.
Her focus, she says, is on making life more convenient for working families who are challenged to find the time to engage in the conventional marketing of yesteryear; like those days when fresh seasoning would be ground every morning for cooking.
Along with her team of three female helpers, Persaud is seeking to grow the business by testing the market to determine demand and to respond to that demand.
The company currently produces a seasoning mix for $140 per pack. It is a ‘concoction’ of parsley, celery, basil and oregano. Another particularly popular product is the company’s chowmein seasoning mix, a variety of pre-chopped vegetables including bora, carrot and cabbage, which can conveniently be added during the cooking process.
Persaud recognises that altering culinary taste and choices in Guyana is something that has to be overcome but with stable prices shoppers will be encouraged that availability will not be an issue in or out of season.
“We are targeting the young and busy,” Persaud says, emphasising that she and her team are also working mothers.
She says that with the rise in consumer demand for food with guaranteed safety and quality Arya’s Fresh Cut is moving towards providing a service that is far from prevalent in Guyana.
She noted too that imported frozen vegetables carry hefty prices and it is entirely possible for those vegetables to be grown locally and offered to consumers “at better prices.” It is here, she says, that the idea of her chowmein mix was born.
The company uses a triple vegetable wash system including of a final high oxygen wash that removes additional organic matter including bacteria and fungi, allowing for the products to stay fresh for 7-10 days. The shelf life of the pre-cut vegetables ranges from four to five days. Packaging of the produce is done daily as are deliveries to local supermarkets.
Up until now the investment in the venture has amounted to a modest $2 million, spent mostly on a freezer and the wash station. Persaud says Arya’s Fresh Cut often utilizes the Guyana Marketing Corporation’s facilities. The immediate-term plan is to invest an additional $2 million to keep pace with consumer demand.
One important challenge facing the company is that of enhancing consumer understanding and appreciation of higher quality produce. Another goal is that of minimizing wastage.
“It is a joy to hand select every tomato or passion fruit and put them into that beautiful package knowing that whoever picks it up at the supermarket will thoroughly enjoy the freshness,” Persaud says.
The operation currently works in conjunction with four shade house operators who are trained in proper agriculture practices. Additionally, six local producers are utilised.
Currently Arya’s Fresh Cut products can be found at Survival and Bounty supermarkets, Rossignol Butchery and Ashmin’s. Further market research will be followed by expansion to reach that market provided by persons from the West Demerara who cross the river to work in Georgetown.
Arya’s currently offers basil, mint leaves, curry leaves, oregano, dried thyme seasoning as well as lettuce, chopped cabbage, chopped karaila, bell peppers, tomatoes, ginger, ochro, wiri peppers and boulanger. Additionally, the enterprise supplies its chowmein mix, seasoning mix and fried rice mix which comprise bora and carrots. A salad mix is forthcoming.
