Farmers Fresh Zone, an IAN-backed D2C fresh online marketplace in South India, acquires AM Needs, a milk subscription delivery platforms, for an undisclosed amount. With this acquisition, Farmers Fresh Zone adds country milk and value-added products to its portfolio and moves one step closer to being a good food culture brand. It will provide adulteration-free country milk to its huge quality-conscious consumer base.
AM Needs was founded in 2019 by Sujith Sudhakaran and Ranjith Balan. The delivery platform is present in four cities in Kerala and excels in offering products like milk, vegetables, and breakfast essentials.
This acquisition provides a scaled presence to Farmers Fresh Zone in the USD 144 billion milk market. In September 2021, Farmers Fresh Zone announced INR 6 crore Pre-Series A funding led by IAN.
Pradeep PS, Founder & CEO of Farmers Fresh Zone, said, “Farm to fork, traceability, healthy diets are the clear trends in the food sector. With this acquisition, we add locally sourced pure country milk offerings to our portfolio. The companies together are set to serve one of the largest consumer markets in India. The move puts us ahead of the market by offering its customers subscription-based milk, vegetables, and other fresh products. Using the AI-based demand-driven production planning module - Captain Farm - we can ensure food safety and traceability for the ‘fresh’ category. With this, we will be further expanding our portfolio.”
Nagaraja Prakasam, Lead Angel investor and Board Member at FFZ says “Farmers Fresh Zone journey has been impactful both to the consumer and farmer. Apart from selling Fruits, Vegetables now our farmers can sell their Milk as well through this combined entity helping them to earn more income from their farms, providing them a diverse revenue stream. FFZ pioneered ‘Know your farmer’ now customers can ‘know their milk’ as well.”
Padmaja Ruparel, Co-founder, IAN & Founding Partner, IAN Fund said, “Consumers today are aware about their food and the impact that it has on their health. The only way to ensure food safety in a fresh category is to build the farm to fork supply chain. Farmers Fresh Zone has built that for Fresh Produce and now are extending to Fresh Milk Category through this Acquisition. This will give access to consumers get Milk, Breakfast essentials along with Fruits and Vegetables. Since the process is data-driven, it will create a trust in the brand which stands for 100 per cent Fresh, 0 per cent Added Residue.”