Desi French-fries plant to start today

The country's first indigenous French-fries plant, set up by Satnam Foods at a cost of about Rs 100 crore here, is set to be operational tomorrow with its brand name "Mr Fries".

"Although the trial run of the plant is already on, we will start full-fledged commercial operations from tomorrow", said the company's managing director, Mandeep Singh.

The company already exports manchurian, frozen peas, veg kebabs, cutlets and potato mozzarella rolls to Europe, East Asia and West Asia besides supplying to five-star hotels and multiplex restaurants in New Delhi. With the manufacturing of French fries, one more popular product will be on offer, he said.

"Our USP is quality and prices," said Singh adding the bulk production helps lower the prices. "We supply 10,000 cutlets to multiplexes every month at the rate of Rs 3 a piece. Most top-notch eateries in India procure French fries from Lamb Weston and McCain in the United States which costs Rs 100 a kg. We offer the same quality at almost half the price," says Singh.

"Early next month, Holland-based Aviko, the world's most prominent potato flake manufacturer, would visit the company's factory," Singh said.

"Potato flakes are used here in namkeens of Haldiram and Bingo. It also has tremendous potential in our kitchens, in 'aloo ka parantha' for instance," he added.

"We think there is a big market to be tapped here. We hope the first mover's advantage coupled with good quality and reasonable costs will bag us a market share of around 70 per cent in India alone," he said.

"Our cost of production will definitely be cheaper and of better quality, as we ourselves cultivate potato on as much as 3,300 acre of land," he said, adding this will further decrease the input costs.

Plans are also underway to make potato mash, Singh said, adding, "We have got the machinery and food technologists from all over the world. Peeling, sorting, cleaning and power frying is mechanised."

For a long time, French fries were made by restaurants on their premises until 1950s when Ray Kroc of McDonald's introduced the concept of outsourcing frozen French fries. "If refrigerated, they have a life of one year. You just need to heat it for 2-3 minutes," he said.