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The Darjeeling orange, once a priceless gem, is currently experiencing a painful crisis. Due to a sharp decline in production, traders in Siliguri, the epicenter of the fruit trade, are facing enormous losses

Known for its alluring perfume and flavor, this aromatic gem of North Bengal is currently fighting for its life. The future of this renowned fruit is in jeopardy as output has fallen to just 20 per cent.

Every year from November to January, North Bengal’s orange trade brought in crores of rupees. In order to stock as much of the seasonal fruit as possible, traders from all over the nation used to congregate at the Regulated market, the largest wholesale market in the Northeast, which is located in Siliguri, in the Darjeeling district of West Bengal. In the meantime, during the past few years, things have changed. Orange production has decreased in Kalimpong, Kurseong, and Darjeeling. Orange production has decreased to 20 per cent, according to Siliguri dealers. They asserted that the government’s lack of collaboration and maintenance has caused a decline in orange production.

At the controlled market, Adam Singh Giri, a farmer from Soreng, Darjeeling, stated: “The government is not providing them with any support. Due to the lack of organic fertilizers, the farmers were unable to maintain the orange trees on their own, with the assistance of a few members of the Farmers Club. Additionally, they asked the government to investigate, saying that if they don’t, the fruits will have disappeared.

“The orange market is almost finished,” stated Binod Rastogi, an orange vendor from a Siliguri market that is regulated. They used to receive an enormous amount of oranges between November and January. Currently, however, only 20% comes from the hills. It is a result of both inadequate tree care and global warming.

The Darjeeling orange, once a priceless gem,

By elevating produce with Instacart Ads, consumers can discover nutritious food as they build their daily and weekly grocery baskets

Instacart, the leading grocery technology company in North America, announced an industry-first online advertising capability, enabling produce brands to advertise fresh, weighted items – such as carrots, grapes, onions, oranges, sweet potatoes, and watermelons – from the produce department across the Instacart Marketplace.

During National Nutrition Month, Instacart is levelling the advertising playing field, making it possible for more product brands, farms, and agriculture boards to advertise on Instacart and reach more consumers. By elevating produce with Instacart Ads, consumers can discover nutritious food as they build their daily and weekly grocery baskets, search for a specific ingredient, and browse the digital aisles for inspiration.

“It’s essential that consumers have access to fresh, nutritious produce – whether they shop online or in-store,” said Ali Miller, Vice President of Ads Products at Instacart. “Online grocery offers a unique experience, helping brands deeply connect with and engage consumers as they explore new products or their usual staples across the digital aisles. With today’s launch, millions of consumers will discover more fresh and nutritious options as they shop on Instacart, levelling the playing field for producers and ensuring everything from fresh citrus to sweet potatoes are just as discoverable as packaged goods. I’m especially proud to celebrate these new capabilities during National Nutrition Month, as we do our part to help influence healthier eating habits.”

Instacart is the first company to enable this ad innovation for weighted items across grocery partners. Instacart developed algorithms to map these items back to brands and partners – addressing challenges like limited information from third-party sources and different coding systems across grocers. Instacart is addressing this complex industry challenge so more product brands can take advantage of advertising solutions and help consumers discover more nutritious foods.

“For 130 years, Sunkist Growers has been focused on delivering quality, fresh citrus to consumers. In fact, Sunkist’s first advertisement celebrated California’s ‘Orange Day’ back in 1908,” said Christina Ward, Senior Director at Sunkist Growers. “In recent years, shopper behaviours have dramatically changed—at Sunkist, we are all about meeting shoppers where they want to buy. On Instacart, we have a seamless ‘add-to-cart’ button to guide millions of people across the country towards our fresh Sunkist fruits, which are then delivered to their homes in as fast as an hour.”

Since 2020, Instacart has partnered with nearly 60 packaged produce advertisers to amplify their products and elevate the category. On average, Instacart’s packaged produce advertisers see a 30 per cent increase in sales1, meaning their ads influence more product purchases. Packaged produce advertisers can leverage the full Instacart advertising toolkit, including sponsored products, displays, shoppable videos, promotions, and impulse ads. With this latest enhancement to Instacart advertising and catalogue capabilities, produce brands can now amplify their full product set, including packaged and random-weight produce.

By elevating produce with Instacart Ads, consumers