PepsiCo continues to support its complex research trials in the Gurez Valley (unique in meteorological circumstances and agricultural practices), located in the Union Territory of Jammu and Kashmir, to get the highest quality potatoes for chip manufacturing.

Recently, local farmers and officials from Sher-e-Kashmir University of Agricultural Sciences and Technology of Kashmir (SKUAST-K) welcomed the PepsiCo delegation and showed excitement about the prospective relationship. The PepsiCo team’s goal for their visit was to meet with local farmers, evaluate potato harvests, and analyze the possibility of sourcing spuds directly from the region.

“Abundant potato harvest has presented an unexpected challenge for the farming community. With limited cold storage facilities and inadequate market exposure, farmers faced the risk of their produce going unused and rotting away. The only solution they had was feeding the excess produce to their livestock. […] PepsiCo India along with SKUAST-K Chairman Nazir Ahmed visited the Gurez Valley and began a trial of growing six specific types of potatoes, which are different from the potatoes used in cooking,” an official from SKUAST-K told Republic.

The PepsiCo team expressed optimism at the possibility of collaborating with Gurez Valley farmers, emphasizing its commitment to sourcing raw materials sustainably and helping local communities.

PepsiCo’s desire to source directly from Gurez Valley coincides with the company’s long-term procurement objectives. The company also hopes to lower its environmental imprint and secure fair prices for farmers by shortening the supply chain and working directly with farmers.

The partnership between PepsiCo and Gurez Valley farmers has the potential to open up new opportunities for the local agriculture sector. Farmers in the region may gain access to broader markets and higher incomes by tapping into PepsiCo’s global supply chain.

Dr. Krishna Mohania, Manager (Agro R&D) at PepsiCo India Ltd., told Rising Kashmir in June that their research trials aim to uncover potato varieties that excel not only in taste and quality but also survive in the unique agro-climatic conditions of Gurez Valley.

Dr. Santosh Tiwari, Associate Director (Agro R&D) at PepsiCo India Ltd. added at that time that he and Dr. Krishna Mohania will carefully assess the performance of various potato varieties in the unique meteorological circumstances and agricultural practices of Gurez Valley. This thorough test procedure will allow PepsiCo to establish the best variety for potato chip manufacture in terms of taste, texture, and quality.

Arshid Ahmad Lone, a local social activist, stated that the outcome of these experiments holds enormous hope for Gurez Valley potato growers, who have long faced issues connected to marketing support and market access.