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How a pandemic survival strategy birthed Bengaluru startup Deep Rooted

Sometimes, it takes a pandemic to start a brand. Until early last year, Gururaj Rao, Arvind Murali, Avinash R, and Santosh Narasipura were managing 100 acres of greenhouses, supplying vegetables to 130 restaurants in Bengaluru, and were happy that their farm-to-fork business was growing, when the pandemic and the ensuing lockdown almost brought it to a standstill. The founders had been using 15 sub-one tonne trucks to deliver 5,000 tonnes of vegetables every year. So, during the first few months of the pandemic, April-June 2020, the business made losses on at least 300 tonnes of vegetables because buyers — hotels and cloud kitchens — had shut down.

As saving the business was their priority, they decided to send the trucks to apartment complexes to supply fruits and vegetables to people, who could not visit retail stores. What started out as a means of survival turned into daily delivery routes leading to 60 apartments in Bengaluru. This success, of selling directly to customers at a desperate time, led the founders to create a brand called Deep Rooted, a direct-to-consumer (D2C) farm-to-fork business that sells packaged and curated fruits and vegetables.

Deep Rooted.Co is also available as a mobile app, on which consumers place orders for fruits and vegetables grown on farms contracted by the brand. The app’s algorithm gauges consumer demand and enables farmers to plan their next production season. More than 70 fruits and vegetables can be ordered on the app. Deep Rooted.Co also packs vegetables and sells them under its brand name at more than 150 retail stores, including Spar and Star Bazaar, in Bengaluru and Hyderabad.

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Israel announces creation of global seed company

Two Israeli seed producers, Nirit Seeds and TomaTech, have joined forces to create Israel’s largest vegetable seed company. This synergy will enable unique seed breeding research and development that will accelerate the company’s growth in the international seed markets.

Upon completion of the merger, the company will have more than 80 employees worldwide, including molecular biologists, breeders, agronomists, and others.
The company will improve its breeding activities in Israel, Spain, Mexico and Italy, as well as significantly expand its representation in the Netherlands and North America, with a particular focus on growing vegetables in high-tech greenhouses.

Nirit Seeds is one of the most successful internationally traded tomato and pepper seed producers, investing in the development of revolutionary genetic technologies. TomaTech is one of the leading tomato seed companies in Israel, developing premium varieties, including those resistant to the dangerous Tomato Brown Ruffle Virus (ToBRFV).

The production of crop seeds is one of the most advanced and high-tech sectors in Israel. According to the Seed Department of the Federation of Israel Chambers of Commerce, seed exports currently generate $200 million in annual revenue. There are about 25 large and medium-sized companies in the local industry.

For reference. According to market research, the global vegetable seed industry is valued at $8 billion a year and is growing at a CAGR of 8%.

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Karachay-Cherkessia became one of the leaders in the production of greenhouse vegetables at the end of 2021


Greenhouse vegetable production in 2021 reached a record 1.4 million tonnes. According to the Ministry of Agriculture of the Russian Federation, the leaders among the regions in this segment are the Karachay-Cherkess Republic, Lipetsk, Moscow, Kaluga, Volgograd, Novosibirsk, Saratov, Chelyabinsk regions, Krasnodar and Stavropol Territories, the Republics of Bashkortostan and Tatarstan. These regions account for more than 60% of the total production in the country. The intensive development of greenhouse projects in our country helps to provide Russians with fresh vegetables all year round. Last year, the harvest in winter greenhouses updated the 2020 record – more than 1.4 million tons of products were received. Including the production of cucumbers amounted to at least 830 thousand tons, and tomatoes – 590 thousand tons. It is expected that by 2025 the volume of vegetable production in year-round greenhouses will be at least 1.6 million tons of vegetables.


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December: Special Year Overview

In 2022, it will be 22 year since the new millennium started. Can’t believe it? Neither can we, but it is true. Before we go there, it is time to reflect on what has happened this year. Over the next couple of weeks, we will look back at 2021 and we will highlight the most important events that impacted the industry.

New greenhouses, events, even a few shows, technical novelties, and all other relevant news will pass by, offering you something other than Covid to talk about during Christmas and New Years’.


Wish your customers Happy Holidays
This special also offers an opportunity to put your company in the spotlight with a banner in this special box. This banner can be booked until December 24 on our newsletters. For more information, feel free to send an email to: 

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