Rohan Grover is the Chief Executive Officer of Nature Bio Foods. A seasoned professional, Rohan has been instrumental in driving the significant growth of organic food industry in India through Nature Bio Foods. With over fifteen years in the food industry, he’s established himself as a forerunner in sustainable agribusiness and the organic food sector. Rohan has pioneered Nature Bio Foods’ expansion into new territories, including the establishment of business centres in Europe and Africa, and played a pivotal role in making inroads into the US market.
Under his leadership, the company embraced an integrated ‘Farm to Fork’ approach, bolstered by cutting edge manufacturing facilities, solidifying its reputation as a pioneer in the organic food ingredients industry. His keen business insight has facilitated several successful mergers and brand takeovers, notably the recent acquisition of Leev in the Netherlands. A dynamic individual anchored in traditional values, Rohan’s dedication lies in “crafting business strategies that ensure enduring relevance.” He’s a staunch advocate of Fairtrade practices, continually influencing the organic food ingredients arena.
What are the basics for building trust between consumers, brands and farmers?
Transparency is the cornerstone of trust. At Nature Bio Foods, we prioritize complete traceability throughout our organic supply chain, from farm to factories. For our European consumers and brands, we have facilitated this traceability to enhance transparency and trust through proprietary technology – TraceOrigin. Our traceability solution allows you to find all the details of your produce from sowing conditions, geographic details to project location, demography and so much more. We are 100% transparent in our organic offerings to our brands in Europe and TraceOrigin is proof of that.
For our farmers in Africa and India, our commitment goes down to handholding them through the farming process from sowing to harvesting, we are their partners through thick and thin. Our commitment to organic farmers also stand through the fact that we support our 64000 farmers getting their land certified organic from certification bodies like EU Organic, Naturland, FairTrade, ROA, Demeter, KRAV and many more. These certifications play a pivotal role in establishing trust for organic brands, our farmers and organic consumers.
As you mentioned TraceOrigin, we were recently introduced to TraceOrigin360, which was a big talking point at Biofach 2024 in Nuremberg. How has your experience and expectations been with the turnaround of this latest tech innovation in the field of organic traceability?
Thanks for coming to our booth and seeing for yourself kind of revolution we are traceability in organic food industry. Nature Bio Foods continues to redefine the organic traceability landscape, and with introduction of TraceOrigin360 you get an immersive experience, follow the journey of your food ingredients like never before. We have integrated QR code scanning with virtual reality 360-degree interfaces. This combination of cutting-edge technology and a deep commitment to organic integrity creates a compelling experience for consumers. During the Biofach itself we were overwhelmed by the positive feedback received from all across the industry people, our partners, and well-wishers. This immersive journey, accessible from anywhere in the world, strengthens the bond between consumers and their food sources, bringing them close to the farm and closer to the famers.
«We are 100% transparent in our organic offerings to our brands in Europe and TraceOrigin is proof of that»
Can you please further explain why TraceOrigin 360 is revolutionary, in terms of traceability and transparency?
With TraceOrigin, Nature Bio Foods was among the first in the industry to offer a level of visibility into organic supply chains that had never been seen before. We believe in our processes and provide a platform for clients and partners to experience the same with the help of TraceOrigin.
However, I call TraceOrigin 360, revolutionary because by combining the power of virtual reality and traceability, TraceOrigin 360 isn’t just about showing people where their food comes from; it’s about letting them experience it for themselves. Now, imagine you being able to virtually walk through a field paddy grown in Himalayan foothills in India or see the sustainable irrigation systems used to grow our organic lentils in Uganda. TraceOrigin 360 brings these experiences to life, fostering a deeper connection between consumers and the organic food they choose.
And it’s not just about the visuals. TraceOrigin 360 also provides users with a wealth of data about organic certifications, production practices, and even the cultural significance of the regions where their food is grown. This empowers our partners to make informed choices about the organic products they buy and understand the positive impact their choices can have on the environment and the farmers who grow our food.
«TraceOrigin 360 isn’t just about showing people where their food comes from; it’s about letting them experience it for themselves»
As you previously mentioned “Close to farm and Closer to farmers”. How does Nature Bio Foods bring organic producers closer to brands and processors?
We believe in fostering a strong connection between the passionate organic producers who grow our ingredients and the organic brands and processors who bring them to life. At the end, it is about creating a collaborative ecosystem that celebrates sustainable agriculture and organic movement while delivering exceptional value to the final consumer.
We start with focusing on direct sourcing partnerships across the globe. We bypass traditional commodity markets and build direct relationships with organic farmers and growers. This allows for transparent pricing, fair compensation, and open communication. Our European office in Rotterdam and strong presence through multiple warehouses across EU countries allow us to directly reach organic brands and industry, given them ease of order and Just-in-Time delivery. Producers understand exactly where their ingredients are going and the impact they’re making on the final product. We have pioneered sustainable farming practices and provided organic producers with resources and education to improve their operations through our Farming Schools and on ground “Javik Mitra” (farmer friends). This not only benefits the environment, but also ensures a long-term, reliable supply of finest organic ingredients for organic brands and processors. We have our hearts out for these organic growers and all the people working towards organic and a sustainable tomorrow.
Nature Bio Foods has been putting so much work for organic farmers of India and Africa. You, yourself have been a staunch promoter of organic and sustainability movement across globe and further with initiative like Humans of Organic, how do you see organic movement taking the shape? Also tell us more about the “Humans of Organic”; initiative, and why is it more than a collection of stories?
We’ve always believed that the organic movement is about more than just organic products on a shelf. As an advocate for organic, I’ve seen tremendous growth in the movement post pandemic. In the last couple of years because of inflation, the market has been slow but lately it has picked up and the market is here to stay upwards. Consumers are increasingly interested in understanding where their food comes from and how it’s produced. Years ahead, I see organic going mainstream. It won’t be a niche choice, but a standard expected by consumers. Further, Initiatives like Humans of Organic help bridge that gap by showcasing the passionate farmers and producers who are the backbone of this movement.
Through Humans of Organic, we highlight passionate people who dedicate themselves to cultivating crops organically and sustainably, and people who have dedicated their life for the cause of organic. That’s why we launched the “Humans of Organic” initiative a few years back and Humans of Organic coffee table book first Edition at Biofach Nuremburg 2024 – we wanted to shine a light on the inspiring stories behind the scenes.
The outpouring of appreciation and further need to reprint the first edition is truly humbling. It tells us that these stories have resonated with people on a deeper level. The book is more than a collection – it’s a way to connect consumers with the dedication and expertise that goes into every organic ingredient.
By recognizing the efforts of farmers, agronomists, and everyone along the supply chain, we’re not just celebrating individuals, we’re celebrating the very foundation of the organic movement. It’s a movement built on hard work, a commitment to healthy practices, and a shared vision for a better tomorrow. We’re so happy to see these stories finding an audience and inspiring others to join the organic movement, whether as a consumer, a food producer, or somewhere in between.
«The organic movement is about more than just organic products on a shelf»
This is so inspiring, and truly amazing concept to put spotlight on people working for the cause of organic. Initiative like these are rightly mainstreaming organic today. Nature Bio Foods has completed five years of its operations in Netherlands. How is your experience has been so far and growth in organic market of Europe been like?
We started in Rotterdam, the Netherlands, with a dream of bringing ethically sourced ingredients to Europe. Over the past five years, we have optimized our processes, expanded our facilities, and secured larger warehouses, all thanks to the dedication of our exceptional team of 50 individuals. Very recently you may have known that we leased another operating space of 20,000 square meters in Maasvlakte Rotterdam which was inaugurated by the city’s mayor himself. Further, we have diversified our sourcing base and expanded operations in Africa, starting with Uganda, to strengthen organic value chains and foster global trade growth. We have experienced strong growth in the demand of organic in European market and our expansions are testimony to this. We take pride in being at the forefront of the global organic ingredients industry, delivering high-quality products while upholding sustainability and ethical standards. Our goal is to minimize the carbon footprint of the organic supply chain and promote net-zero practices be it though organic farming or moving to green sources of energy for our operations.
How does Nature Bio Foods sustainable sourcing and production techniques ensure a growing future for farmers, consumers and organic food businesses?
We have been sourcing ethically from all the fertile organic land in the world be it Indonesia, Turkey, Peru, Mozambique and others. We have been promoting FairTrade and ethical practices in organic to ensure a growing future for farmers, consumers and organic food businesses. We have been sourcing from organic farmers who follow the best organic farming practices and are certified by organic certifying bodies like EU Organic, USDA and others.
Which also, you see directly benefit the farmer by improving their farm’s soil health and fertility, leading to higher yields and a more resilient agricultural system in the face of climate change. Techniques like crop rotation, cover cropping, and integrated pest management contributes to long-term farm productivity and profitability. Additionally, organic certification programs often come with fair-trade practices, ensuring farmers receive a fair price for their crops.
When you see from the consumer’s perspective, sustainable sourcing translates into a trust in our buyer that organic produce we are supplying is grown under ethical practices and has not caused harm to the environment. Furthermore, organic buyers who are increasingly concerned about the environmental impact of their food can be confident that their purchases are supporting responsible agricultural practices.
Organic Business and Buyers are actively seeking out brands that prioritize responsible sourcing. Therefore, for Organic Businesses like ours, by embracing sustainability, we are not just future-proofing our industry viability, we’re strengthening it.
Author: Oriol Urrutia, Co-Editor.
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