Cargill to incorporate more consumption clusters in their distribution model

Cargill Foods, the name behind the brands like Leonardo Olive Oil, Nature Fresh Atta, Gemini and Sweekar edible oils and Rath Banaspati, is planning to target more consumption clusters of India, as directed by a recent E&Y report submitted to them. Cargill products are today available through 2,50,000 points of sale including GT and MT.

Deoki Muchhal, Managing Director, Cargill Foods, told Retail4Growth, “Ernst & Young recently helped us identify growth centers or consumption clusters of the country. We realized that we are present in one third of these clusters. In about 9-15 months, we plan to expand to 80% of these clusters before we cover the total span.” In a recently concluded Press Meet, Cargill reported that CAGR of olive oil is growing faster than generic oils in India and Cargill’s 150 years old brand Leonardo managed to grow at a CAGR of 30% this year. Leonardo will go on shop floor engagement with their latest campaign Jio Befikre with specially dedicated POSM and recipe books, which will also be integrated with social media.

On the in-store campaign, Neelima Burra, CMO, Cargill Foods told Retail4Growth, “We are engaging with our customers through almost 150 promoters and demonstrators through chain stores pan India. The campaign will also boost the brand’s social media presence and will be a unique example of taking in-store engagements to social media activation.”