Agency aroma a hit with foreign delegates

September 26, 2016 12:00 am | Updated November 01, 2016 09:07 pm IST - VISAKHAPATNAM:

Araku coffee earned brand identity because of its unique taste, saysGCC official

MD of GCC A.S.P.S. Ravi Prakash with life-size models of Girijan coffee-growers at the GCC stall in the India International Seafood Show-2016, in Visakhapatnam.— Photo: K.R. Deepak

MD of GCC A.S.P.S. Ravi Prakash with life-size models of Girijan coffee-growers at the GCC stall in the India International Seafood Show-2016, in Visakhapatnam.— Photo: K.R. Deepak

Branded as GCC Araku Valley Coffee, it is getting many addicts for being pure Arabica coffee roasted using latest technology.

The organic coffee is grown by the tribal people at an elevation of 1,100 metres above mean sea level under the shade of jackfruits, silver oak, mango and banana. It has a delicious fruit flavours intertwined with Caramel with a finish of bitter sweetness.

Within seven months of commercial launch, Girijan Cooperative Corporation, the government controlled body set up in 1956 for socio-economic development of tribal people living in the Agencies of Andhra Pradesh, has decided to procure more coffee.

GCC, which launched the retail and commercial launch of Araku Valley Coffee in February showcasing its uniqueness as it is grown by tribal people of Araku using organic fertilizers following an initiative by Chief Minister N. Chandrababu Naidu, has decided to procure half of 4,500 to 5,000 tonnes of coffee beans produced locally next year.

During current year, it has procured 1,400 tonne. Since February, processed coffee of 20 tonne worth over Rs. 1 crore has been sold in the retail market.

Exports

“Almost 90 per cent of beans is sold in the name of GCC Araku Valley Coffee in Switzerland, Italy, Dubai, Spain and other countries,” GCC Vice-Chairman-cum-Managing Director A.S.P.S. Ravi Prakash told The Hindu on Sunday.

It exported through established firms like Olam India, ITC and Mudra.

Popularly known as Araku coffee for its unique aroma and flavour, the coffee had floored several foreign delegates at international meets like CII Partnership Summit, BRICS Summit and the India International Seafood Show held in the city. Mr. Ravi Prakash said like Etikopaka toys and Lapakshi items, Araku coffee had also earned a brand identity because of its unique features. The topography of Eastern Ghats is well-known and difficulty with which the tribal people grow the commercial crop is also well-appreciated.

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