A new clean-up act

 Watch, no, wash, what you eat

“A vigorous scrub and a long soak in plenty of water with some salt and turmeric will do the trick. Who knows whether it’s really effective?” is the reaction of many when asked whether they would use a commercial product to clean their fruits and vegetables. Marketers in the category know that this is exactly this mindset they have to counter. It does not help that there is little visual proof they work, either. How can marketers convince consumers fruit and vegetable washes actually do?

Do the popular bathroom cleaners and disinfectants of the day provide any visual proof, asks a spokesperson for TTK Healthcare, the latest entrant in the category with its Good Home Vegetable & Fruit Wash. There are some organoleptic elements, such as a burning sensation when one uses Dettol, for instance, but for any company that is launching an anti-bacterial product, it’s a “leap of faith”. Why were hand sanitisers such a hit? Because after the H1N1 epidemic, a need was felt and they filled the gap, he says.

Jegsons Industries of New Delhi has been marketing its Veg Fru Wash since as far back as 2000. JS Dhingra, Managing Partner, claims it’s the only patented product of its kind in India. It uses sorbitol which is a food-grade ingredient licensed by the Food Safety and Standards Authority of India. TTK uses chlorohexidine gluconate, which institutions with F&B businesses, such as hotels, stopped using, he says. His product is priced ₹70 for 100 ml and is distributed in North India, Bangalore and Mumbai.

These washes make varying claims. Some promise to get rid of bacteria and fungi, some that they will also reduce the agro-chemicals present in the vegetables. Nikunj Desai, CEO of Hyderabad-based Prakruthik Health Care says his product, Nano Cleanse, will also work on meat and poultry. “Bacteria and pesticides are only the first level of contamination; you have to account for the grime accumulated during transportation, from the handlers at the markets who apply oils and waxes to make them look appealing – produce changes not less than five hands before reaching the shelves,” he says.

Primary target group

NanoCleanse, which is made from citric acid, fruit vinegar, double distilled water and sodium bicarbonate, is compliant with EU safety standards and as its hotel clients insisted it do, procured HACCP certification from Acerta of Spain. Despite several attempts to get its certificate, the FSSAI has told them it is not in their purview as it is not a food product, says Desai. NanoCleanse sells at ₹149 for a 500 ml pack in retail stores in Hyderabad and there are 5-litre packs to institutions. Earlier, hotels used chlorine-based ingredients to clean their produce but chlorine leaves its own residue and produces THM (trihalomethane) which is carcinogenic, says Desai.

His primary target group is the upper middle class and the rich, the health-conscious and the highly educated who are likely to use it in their homes. It’s another matter that they may themselves not do the cooking and not be able to enforce the discipline of washing the vegetables with these products. Prakruthik wants to raise venture capital for a national launch. Kent RO Systems launched an ozone purifier for produce around two years ago. Mahesh Gupta, Chairman, says it’s been slow going as people are apprehensive whether it will really work. It sells about 20,000 pieces a year. It costs ₹6,000.It will take four-five years to become popular, says Gupta, who says that RO systems, launched in 1999, have still not made it big in the market — their penetration is under 1 per cent even after 15 years.

Awareness is the need of the hour, say the marketers, pointing out that only a few can afford organic food everyday, even if were widely available. Fruit and vegetable washes are now available only in select supermarkets and vegetable mandis.

Most of the marketers have set up websites to educate consumers about their products. They have also got their products tested by NABL-accredited laboratories to prove they work. It seems to be a product ahead of the times and consumers too will be making a leap of faith when they buy it.