Iftekhar Ahmed & Company (IAC), a renowned export company of fresh fruits & vegetables, has launched its unique retail store and brand "go4fresh" in Pakistan on Saturday.
With 59-year supply chain expertise in delivering fresh fruits, vegetables and fruits pulp to domestic and global markets, Iftekhar Ahmed & Company (IAC) has expanded its business by opening fresh-produce retail chains to meet the changing lifestyle requirements of people of Pakistan.
Earlier, the company was exporting fruits and vegetables with name of (IAC), now it has established a new brand called "go4fresh", which will be available in domestic and later in international markets.
The first local retail store of the brand was inaugurated by renowned celebratory of Showbiz & famous Singer Shehzad Roy in DHA, Karachi on Saturday. A large number of distinguished businessmen and social personalities from various segment of the society participated at the opening ceremony.
Expressing views on opening ceremony of "go4fresh", Shehzad Roy remarked that healthy food has a deep relationship with modern life style. Fresh fruits, Juices and food consisted of vegetables besides protecting against diseases improves body fitness enabling achievement of objectives of life easier, he said.
Waheed Ahmed director marketing IAC said that national road map "Horticulture Vision 2030" developed by All Pakistan Fruit and Vegetable Exporters and Merchants Association (PFVA) assisted in organizing and modernizing Agriculture sector from farms to retail sector. "The new brand "go4fresh" of IAC is a true translation of that road map into a reality", he added.
He said that "go4fresh" is the first unique brand of its kind in Pakistan which high standards of quality & hygiene from farm to shelves will be ensured.
Waheed said that being a prominent ranking in export of fresh fruits, Mango pulp and apple concentrate and utilizing extensive experience & expertise IAC has now extended a unique facility to the consumers.
The new brand "go4fresh" will introduce a new concept of selling fresh fruit & vegetables in Pakistan with its well defined objective of meeting growing demand of consumers' health and modern life style, he mentioned.
He further said that IAC would invest Rs 250 million in next four years to develop "go4fresh" as a top fresh brand in Pakistan and enhance professional image of the country by maintaining quality of the brand on top of everything.
The company would promote this brand on national level and open stores in the UK and Middle East as well. The products of "go4fresh" would be exported to international markets from year 2020.
He hoped the new brand 'Go4Fresh' will be a new concept in the retail sector and will benefit both consumers and farmers in Pakistan
Copyright Business Recorder, 2019
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