Clover invests $2M in new solution for F&V supply

Deep Rooted.Co is a demand-backed supply chain solution for fruits and vegetables focused on quality, consistency, traceability

One of the fastest-growing agri-tech start-ups, Clover has recently launched it’s direct to consumer brand ’Deep Rooted.Co’ with a consumer app available as ’Deep Rooted’ on the Andriod and iOS platform. Deep Rooted.Co is a demand-backed supply chain solution for fruits and vegetables (F&V) focused on quality, consistency, traceability and a high degree of predictability.

Catering to a growing market opportunity, estimated close to $100Bn in the B2B and B2C segment for vegetables and fruits, starting with Bengaluru and Hyderabad, Clover will invest over $2mn in creating farmer-facing input-output technology, investing in supply chain and cold storage capacities and communication to grow the brand Deep Rooted.Co.

Deep Rooted.Co will focus on catering to an urban city’s need for fruits and vegetables via a “consumer demand-led cultivation” process. Deep Rooted. Co will follow an “omni-channel” strategy to cater to existing consumer shopping preferences in the category and presence across modern and general trade.

Further, high-quality fruits and vegetables will be supplied primarily from its owned greenhouse and hydroponic farms and from a network of over 100 small-medium scale land hold farmers.

Deep Rooted. Co stands on the three important pillars of ‘Fresh’, ‘Clean’ and ‘Community’. It delivers most of its produce fresh and in under 24 hours from farms primarily less than 150 km away from urban cities.

All highly perishable vegetables are grown under the guidance of a team of 10 plus agronomists who guide the farmers from the “seed-to-harvest” stage.

The brand is steadfast in its focus to strike an equitable balance between farmers and consumers. Farmers should benefit from technology inputs that increase farm productivity at scale and access to consumer demand that provides an opportunity to increase incomes and the consumer should benefit from consistent access to high-quality produce.