Interview
A Farmer’s Ice-cream Brand
Editorial team
Dharamrajsinh Jhala, CEO of United Farmers Creamery talks to the editorial team about his new company.
IFEA: Why did you start United Farmers Creamery ( UFC)?
UFC: United Farmers Creamery started with a vision to uplift the economic situation of the rural farmers. We ourselves are farmers, hence, we understand that being farmers today, even after 74 years of independence we do not get the real value of our agro products. The financial situation of the farmer continues to be financially critical even after the growth of technology in India. United Farmers Creamery started with a vision to create value in the rural areas itself so that the farmers get a better price of their produce. The Dairy Farm and Ice Cream Factory of United Farmers Creamery is located in Mathak, near Halvad, in Gujarat. The name is UFC because it is a farmer owned brand and it will do whatever it takes to create value and instill confidence for the rural farmers by selling the most natural ice creams and desserts one has ever had.
IFEA: What are the USPs of your ice-creams?
UFC: United Farmers Creamery’s Ice-cream and milkshake blend the most natural ingredients, hand-picked from local farms in the Halvad area. The A2 milk is produced at the Dairy Farm of United Farmers Creamery which has indigenous breed cows.
All our ice-creams are free of edible vegetable oil, palm oil and hydrogenated fats.
IFEA: Milkshake and ice-cream is a crowded space. How will you differentiate UFC from other brands?
UFC: United Farmers Creamery is not just a dessert shop. We are selling natural A2 milk-based ice-creams & shakes made from purest ingredients at a very cost effective price. We aim to be accessible to major sections of the society. Our ice creams starts from as low as Rs 40 for a 120ml scoop.
Our outlets will only be located at strategic places with the potential to generate high footfall.
Our quality and price are and will always be our differentiating factor. One needs to taste the difference between the pure A2 milk ice-cream and the competition. .
IFEA: How will you send the word out to customers about the UFC outlets?
UFC: We instill our brands with so much energy in order for them to sell themselves. We are currently building the brand of United Farmers Creamery which will be followed by Above the line marketing, which entails mass media methods so as to target a wider audience, and Below
the line marketing for niche markets.
IFEA: What are the advantages of taking UFC franchise? What kind of backup do you provide? to open a TCR outlet? What kind of space, location, etc should a franchisee have?
UFC: United Farmers Creamery is itself a self-sustainable franchise model. The major issue food establishments face today is controlling the business costs. The promoters of United Farmers Creamery Co-own the following:
The Dairy Farm from where A2 milk is procured and processed.
The Ice-cream Factory where the products are manufactured.
The Logistics.
The ownership of the entire ecosystem of the supply chain ensures minimum cost of goods purchased by the franchisee. This will enable stakeholders to operate a profitable franchised outlet.
IFEA: What are your top flavours?
UFC: We are upbeat about the following products:
Chocolate Brownie Shake
Premium Ferrero Rocher Shake
Kaju Anjeer Shake
Mississippi Mud Ice-cream
Brazilian Nut Ice-cream
Tender Coconut Ice-cream
IFEA: Your long term goals and future plans?
UFC: Our aim is to provide the purest products possible in the most cost effective manner to the consumer, while at the same time creating a model that provides value for farmers in rural Gujarat.
We currently are on the verge of opening four outlets by the end of June 2022 in Ahmedabad and Gandhinagar.
Our group operates brands like Mocha, BOSS Burger, Curries, Santushti and Saladific. We want to build our portfolio with more brands.
