Considering that India is an agrarian economy with most of the farmers having moderate to low land holding, the basic sustainibility of farming as a profession gets challenged by factors like unseasonal weather conditions, effects of climate change & unpredictability of globalmarkets. It is note-worthy that irrespective of the farm size, the Indian farmer has a progressive mindset & has been adapting himself to the dynamics of global benchmarks. However the practical constraints due to low land holding, seasonal nature of business & lack of in-house export oriented infrastructure have made them dependent on trade houses & export houses in an effort to maximise their returns.

The management of Fresh & Fair who have been individually active in farming & exports for the last few years have also been witness to the plight of the average farmer. Their active engagement with global markets for more than a decade led them to conceptualising a business model which achieves synergy of farmers & import houses to ensure a win-win scenario for all the stake holders.

We strive for sustainable agriculture and improved rural livelihoods on and beyond farms through collaborative implementation of technical solutions, expertise, and knowledge by local partners to ensure supply of world-class farm produce.

We work by developing and supporting intervention strategies from sowing to selling to achieve farm produce that meets the demands of global standards.

We are proud to be a farmer-led organization combining global and local reach. We believe in being accountable for living and delivering our values in all we do. We are transparent, ethical, and we strongly believe in fair practices by empowering our farmer fraternity to help them achieve what they deserve best.