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Food and Beverage 2013-11-28

Restaurants go organic

Healthy and \'fresh\' organic food is popular amongst high-end consumers and restaurants are cashing in on the opportunity.

By Deputy Features Editor
Restaurants go organic

Consumers, especially those in the high-income bracket are increasingly shifting to organic vegetables and allied products, and while eating out, too, they want a similar experience. No doubt, these products are more expensive vis-a-vis conventional vegetables sold in the neighbourhood store, but the health benefits of organic products just can’t be ignored.

And, to meet the requirements of this niche segment, several restaurants at four- and five-star hotels in key metros including The Lalit Delhi, offer an array of organic dishes, while The Organic Restaurant, Bangalore have dedicated their entire menu to ‘fresh’ food. 

Jeeno Iype, Restaurant Manager, Lumeire, The Organic Restaurant, Bangalore, said, “Initially it was very difficult to get regular supplies of organic vegetables and fruits from the market, so we set up our own farm for this purpose. The response from our patrons has been encouraging.”

Marketing strategy

Restaurant and hospitality professionals highlight that they are relying on a combination of word of mouth recommendations from their patrons, as well as social media sites like zomato to spread awareness for numerous organic products offered including poultry, fruits, vegetables, cheese, and pasta, amongst others.

In addition, food festivals held through out the year, as well as related seminars help to expand the target audience for this cuisine. Striking a similar view, Chef Surjan Singh Jolly, Executive Chef, JW Marriott Bangalore, said, “Organic themed restaurants are largely customer-driven and the dishes offered are mainly those which are well accepted by patrons.”

Senior hospitality professionals also emphasised the importance of suitably trained staff and their ability to guide customers in selecting organic dishes.

Growth prospects

The size of the restaurant industry is valued at several thousand crore each year, and the organic segment is only a very small portion. However, with growing awareness for health and allied products, growth prospects for organic themed restaurant segment do appear rosy.

Summing up,  N Balasubramanian, CEO, Sresta Natural Bioproducts, a leading organic food supplier, said, “The consumption of organic food is part of a broader ‘lifestyle’, and with growing prosperity, the demand prospects do look bright.”

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