Poised to be driven as a post-harvest management facility, Fair N Fresh was the brainchild of Mr. Aasit J. Shah, the Principal Founder of the company. He is the father of Nilay A. Shah, a Designated Partner in the company who is providing best-in-class technology for the farmers to store their produce through Fair N Fresh. "Our traditional family business has been into Iron/Steel Trading, Imports and Supply along with furniture manufacturing; however, my dad had a desire to create a cutting-edge facility for the farmers to minimize their post-harvest losses," says Nilay. Hence, Fair N Fresh was born.
In an interview with Insights Success a business solutions magazine, Nilay shares the dynamics of his company. Below are the highlights of the interview:

What is the USP of the company that serves as an advantage over competitors and benefits clients/customers?

Fair N Fresh means to the farming community is that we will keep your products fresh, and we will deal fairly with you, which is an anti-notion in India, we also wanted to signify that we have all storage solutions for you from there we derived our name, 'Fair N Fresh Storage Solutions LLP'.

What would be your recommendations to improve the coordination between farmers, the cold storage companies and distributors so that the produce is delivered to the end-customers in time?

The major hurdles we faced as a nascent company in the industry was to meet correct people who were willing to challenge the status quo of the industry and are ready to attempt storing different products at our storage. As a sector also the issue is the same, the temperament to embrace novel technology in a traditional agricultural culture of India.

Brief us about the company's future perspectives.

Once we have the setup of cold storages across the geography, then get into logistics to ensure actual farm to fork cycle with atmosphere control for the delicate farm produce.

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