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Case Study: Organic Chia

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2) Processing & Storage Once the seeds are received from the farmers, the seeds are manually pre-cleaned and stored in the drying silos. After drying, they are sent through various processing equipment comprising of asymmetric cleaning and gravity separation processes. The seeds are then weighed and packed in various kg bags. The packed bags are then stored in hermetic chambers. For conventional seeds, if the client requires fumigation then those services will also be provided. Kilaru Naturals are the only company in Southeast Asia with the Chia processing equipment capability. With the R&D capabilities, exclusive agreements with farmers and processing equipment, Kilaru Naturals owns a strategic control point in the value chain in the Southeast Asian markets. Currently in the GCC region, all the Chia seeds are imported either from South America or …show more content…

The total Chia market in GCC region is approximately 450 Metric Tons with roughly $6/ lb. for conventional Chia and $ 12/lb. for organic Chia. The total Chia market size is approximately $15 million USD, with about 70 % generated by daily food group segments, 10 % by meat group segment and the balance by two other (health & nutrition groups) segments. The table also provide the rough estimate on the number of B2B customers in each segment. Table II evaluates Chia seeds segments attractiveness criterion using a numerical ranking, where 1 is very unattractive on the specified criteria to 10 being very attractive. Seven aspects (market size, growth rate by 2020, growth sustainability, margins, cost to serve, regulatory burden, quality spec requirements) were considered for attractiveness criterion and numerical rankings were assigned to each aspect. Based on the evaluation, daily food group segment emerges as the strong segment followed by meat group as

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