NEW DELHI: Some food processing companies now brand their products as 'adulterant free' and 'toxic metal free', and work with farmers to ensure quality raw material, to differentiate themselves amid increasing consumer awareness and safety concerns.
LT Foods that sells Dawat brand of rice, for example, will market its soon-to-be-launched atta (flour) brand as toxic metal free. "We will be launching our atta under the Devaaya brand. It will be branded as lead free and will resonate our company's philosophy of selling safe produce," said Vivek Chandra, chief executive officer for global branded business at LT Foods.