Coca-Cola to raise fruit sourcing for juice, aerated drinks

Beverages major Coca-Cola India is looking to enhance sourcing of fruits in India for its beverages under juice and aerated drinks categories.

The company, which currently procures about 2 lakh metric tonnes of fruits, plans to increase it further as part of its 'fruit circular economy' initiative.

The circular economy initiative is aimed at creating a virtuous economic cycle to positively impact Indian agriculture, Coca-Cola said in a statement.

"We visualise that this initiative will create a spurt in our local procurement of fruit and farm level interventions to have a positive impact on the Indian horticulture ecosystem," it said.

As part of the initiative, the company has appointed Asim Parekh as Vice President Fruit Circular Economy INSWABU, with immediate effect.

INSWABU refers to India and South West Asia region.

In this role, Parekh will be driving the critical task of connecting the end-to-end value chain from farmer to grocer.

(This article has not been edited by DNA's editorial team and is auto-generated from an agency feed.)