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Ready to cook
Ready to cook
Pure Vegetable Dehydration
and Pickle Farm
P V D P F
Ready to cook
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Table of Content
Business idea 5
1) Vegetable dehydration 5
2) Business opportunity 8
Business plan 8
3) Executive Summary 8
4) Business Address 9
5) Description of venture 9
Size of business 10
Office equipment 10
6) Strategic Plans 10
7) Production plan 11
Manufacturing process 11
Drying Methods 11
Oven Drying 11
Electric Drying 12
Drying Process 12
Vegetable Drying Guide 13
Drying Times 17
Canning Vegetables 18
Cooling Jars 18
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Testing for Seal 18
Soup Mix 19
Production process 20
Generic Production Process 20
Pickle Making Material 21
Temperature(s) Effect 21
Problem cause prevention 21
Human resource requirement 21
Packaging Material 22
Market information 22
Product Characteristics 23
8) Marketing plan 23
Packaging and Storing 23
Price lists from suppliers 24
Distribution Strategies 25
Target Market 25
Promotional activity 25
How we promote our product 25
9) Organizational plan 25
Identification of partners and Management team
Roles and responsibilities of members of organization 26
10) Personnel Plan 26
Competitors Strength 27
Competitors Weakness 27
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Points of Difference 27
Keys to Success 27
11) SWOT Analysis 28
12) Financial Overview 29
Sources of funds 29
Income summary 30
Owner equity statement 31
Balance Sheet 32
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1: Vegetable dehydration:
Dehydration is the process of removing water or moisture from vegetable. Removing moisture from
vegetable makes them smaller and lighter. Dehydrated vegetables weight much less than their non-
dried counterparts and do not require refrigeration. Drying vegetables is also a way of preserving
seasonal vegetables for later use.
There are two methods of providing off season vegetable, first one is providing fresh off season
vegetable by tunnel and green house system. And second method is dehydration of vegetables. The
first one method is fully controlled system. In this system we have to control all the situation and
environment. And this system required too much money.
And the second method required less capital as compare to first one that is why We have a plan to
providing offseason vegetable through dehydration such as dehydrated vegetable, canned these
vegetable slice because these vegetables are used during offseason and almost all of the year.
To start this business we have an opportunity to buy vegetables during their peak season where their
prices are too much low and after process make final product from raw material. Dehydrated
vegetables, vegetable pickle and canned vegetables store for long period and can be marketing in
those areas where these vegetables are not grown.
We also make vegetable pickle of those vegetable that we purchase during their peak season and
pack them for sale. Pickles are considered the permanent part of the food table all over the Sub-
Continent and its demand is rising after its production on commercial scale.
We dehydrate vegetable through following methods.
P V D P F
Ready to cook
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For our business we process upon many vegetable such as,
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Hot pepper Cucumber
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2: Business opportunity:
Pakistan is an agricultural country where people grow vegetables at huge quantity. We have
opportunity to buy these vegetables during their peak season at cheaper price for “Pure Vegetable
Dehydration and Pickle Farm”. After vegetable dehydration, canned these vegetables slice, sold
these vegetables at good price.
Now a day off season vegetables and pickle are also preferred, people are too much liking soup and
To start this businesses don’t require so much capital.
We have to buy some machinery that is not too much costly as compare to other business.
A solid marketing plan is one of the major tools of a marketer to be successful in his business. As a
student of Agricultural Marketing we were assigned to make a marketing plan. For this purpose we
(i) Dehydrated vegetable (ii) Vegetable soup mixes
(iii) Vegetable Pickle (IV) canned vegetables ready to cook slices
As our product and made a marketing plan of this product.
“Pure Vegetable Dehydration and Pickle Farm “serves both the consumer market, as well as local
restaurants. We will succeed in developing a profitable business through the use of our two
competitive advantages, quality and flexibility.
The local farmers of vegetable cannot produce enough products to satiate local demand and also
other beverage company can’t able to satisfy the consumer through their product. We see this market
opportunity and are prepared to seize it.
Our mission is to provide the highest-quality vegetable products. We exist to attract and maintain
customers. Our services will exceed the expectations of our customers.
We have first formed a farm then as per requirement we have given description of the business and
current market situation. We have provides these details based on our own knowledge and collected
information from different sources.
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Then we have discussed about our strategic plan, market summary, We did SWOT analysis,
Competition analysis. We also provide marketing strategy, pricing strategy, and also distribution
channel. We mentioned our local and advertising and promotional activities. Then we included our
financial plan and also our implementation plan.
4: Business Address:
Name of the business: “Pure Vegetable Dehydration and Pickle Form”.
Business location will order the type of customer form attract, what types of promotions
form can run and how long it will take to grow. While a great location won’t necessarily
guarantee your success, a bad location will almost always guarantee failure.
Address of the business: Chakwal Pakistan.
Type of the business: Partnership.
E-mail : email@example.com
Website : www.purevegedehyd.pickle.com
Phone : +92333-6439776
5: Description of venture:
i. Canned vegetables ready to cook slices
ii. soup mix vegetable
iii. Vegetable Pickle
We provide our products to most of retailer at vegetables market.
We also issue franchise license to sell our product from this customer feel easy to get our
Customer could also purchase our product from our firm.
Our products will be available in the market all the year
Customer and retailer can contact us through e-mail and firm contact numbers.
Customers and retailers can provide their feedback.
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Size of business:
Total area of 130-190 yards plot. This area will be used for production, packaging, storage
and administration office.
A small portion of that place will be used as a controller office.
Warehouse free space to store & preserve the raw materials.
Office equipment and Furniture
Gas Burner with Other Accessories
6: Strategic Plans:
The new marketing plan has developed its strategies by focusing on the vision, mission and goals.
We imagine a marketing system that quickly and efficiently moves wholesome, affordable
agricultural products from the farm to the consumer. Our target customer, they can take the nutrition
of the vegetable. Our product must be diversified as the consumer need. We have to create our
market demand and grow awareness among the people. At first we have to capture our local market
within two years and we will start to export our product within five years.
Our mission is to provide the highest-quality dehydrated vegetable and vegetable pickle. We
exist to attract and preserve customers. Our services will exceed the expectations of our
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We also focus on the following points,
Finest quality of our product
Keeping the affordable price
Provide best customer service
Provide energetic and nutritious food
a) Maintain positive, steady growth each month.
b) Experience increase in new customers who are turned into long-term customers.
c) Generate brand equity at the Farmer's Market as well as within the commercial restaurant
d) To enter into new market.
7: Production plan:
o Wash, neat.
o Uniform pieces.
o Dry as soon as possible after picking.
We arrange pretreated vegetables on drying trays in single or thin layers, 1/2 inch deep or
less. Dry in dehydrator or oven as described below.
Electric oven used to dry vegetables. Proper temperature and ventilation are most important
in oven drying. To oven dry, preheat oven at lowest setting (140 to 150 degrees F), then we
adjust the thermostat and prop the oven door open to achieve a consistent oven temperature
of 140 degrees F, and to allow moist air to escape. Oven drying is isn't very energy efficient,
and foods aren't very flavorful in the end.
Monitor oven temperature using a calibrated oven thermometer. Place the oven thermometer
directly on the oven rack or tray and check it every two hours throughout drying.
Place trays of prepared food in oven. Stack trays so there is at least 3 inches of clearance at
the top and bottom of the oven and 2 1/2 inches between trays. Shift trays, top to bottom and
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front to back, every half hour. Turn the heat off when drying is almost complete and open the
door wide for an additional hour or so.
Electric Dehydrating This is the best method of dehydrating Vegetables. An electric
dehydrator is energy efficient and can be operated at low temperatures needed to maintain
nutritive values in the food. Your electric food dehydrator should have some sort of heat
control and a fan to maintain air circulation during the drying process. Electric dehydrators
with thermostatic controls. They are relatively inexpensive, suitable for drying large or small
batches of food, and easy to use. The best dehydrators have thermostatically controlled heat
settings and fans that blow warm air over the foods. Dehydrators should be used indoors in a
dry, well-ventilated room.
The Drying Process
When drying vegetables don’t keep temperatures too low or too high. Temperatures too low may
result in the growth of bacteria on the food. Temperatures too high will result in the vegetables being
cooked instead of dried. Vegetables that are under dried will spoil, and vegetables that are over dried
will lose its flavor and nutritive value.
Vegetables should be dehydrated between 120 and 140 degrees Fahrenheit. We can begin drying our
vegetables at higher temperatures, but turn the temperature down after the first hour or so. The last
hour or so of drying time should be turned down on a lower setting. We must turn the food and
rotate the trays while the food is drying.
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When storing dried product, keep in mind that no moisture should be allowed to enter the
container...ever. Dried food absorbs moisture from the air, so the storage container must be airtight.
Some acceptable storage containers are jars and plastic freezer bags. Store containers of dried food
in a cool, dark,dry place. 60 degrees Fahrenheit or below is best.
Vegetable Drying Guide
All vegetables should be washed, sliced, and blanched. Dry vegetables in single layers on trays.
Depending of drying conditions, drying times make take longer. Dry vegetables at 130-degrees
Many vegetables do not have this built-in protection. For this reason they may require a slightly
different handling. Whereas some vegetables may be sliced and dried in their natural state, as you
would do with fruit, other vegetables may need to be gently blanched. There are no hard and fast
rules, no one right technique for preparing food to be dried. How we plan to use the dried product
and how long we intend to store it may determine the method of preparation.
In this three part series on drying vegetables we will look at the different methods for preparing
vegetables and compare their advantages and disadvantages. We will also explore some of the many
delicious ways to use dried vegetables.
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Drying Times for Selected Vegetables
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There are two different kinds of canning. Some foods can be "canned" in a boiling water bath with
no special equipment. Others must be "canned" in a pressure canner.
It depends on whether the food is acidic or alkaline. Non-pickled, low acid vegetables must be
canned in a pressure canner. Fruits, sweet preserve and vinegar pickles safely canned in boiling
We Can vegetables in a pressure canner and at the pressure required to reach 240° F. Canning can
be an economical method of preserving vegetables to enjoy throughout the year, and the nutrient
value is often as good or better than fresh produce. National movements promoting both the
environmental and health benefits of consuming more locally grown foods has spurred a renewed
interest in home gardens, farmers’ markets and home food preservation, but if not done safely,
canned foods can become contaminated with the bacteria.
In order to supply sufficient heat to destroy the botulism-causing bacteria, vegetables must be
processed in a pressure canner at the number of pounds needed to achieve 240° F. We do not take
short cuts in recommended preparation or processing procedures.
Carefully place the jars on a cooling rack, leaving one inch space
between each. Do not touch the ring bands or lids until the jars are
Testing for Seal:
When the jars are cool test each for a seal.
Jars with flat, metal lids are sealed if:
1. The lid has popped down in the center.
2. The lid does not move when pressed down.
3. Tapping the center of lid with a spoon gives a clear, ringing sound.
A. Narrowmetal screwband.
B. Metal lidwith sealingcompound.
C. Seals here.
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If a jar is not sealed, refrigerate or freeze the contents or reprocess within 24 hours of the initial
processing. To reprocess, use a new lid and process.
“Pure Vegetable Dehydration and Pickle Farm” provide Vegetable Soup Mix, a quick, easy, and
tasty soup for every group of people . You have to boil some water, add the vegetable soup mix,
flavor to taste, we made vegetable soup with a rich mixture of carrots, onions, tomatoes, peas,
peppers, green beans. It expertly prepared for convenience and taste. Enjoy our Vegetable Soup Mix
as is, or use it as a noodle soup.
Other vegetable soups can't compete with our Vegetable Soup Mix. We dehydrate all of our
vegetables at peak flavor and use a slow air-drying process that preserves the nutrients. Our
vegetable soup mix is 100% sodium-free.
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Natural fruit and vegetable items are used as raw material for producing various types of pickles i.e.
cabbage, cauliflower, cucumber, carrot, Garlic, onion, pepper, and tomato.
In the purposed business setup:
pickle will be produced in large pots which will then be filled in bottles and after packaging will be
sent for sale in the local and remote markets of Pakistan. Pickle processing and packaging does not
need any heavy machinery and equipment.
During the discussion with existing pickle producers, Pickle production is time
Consuming because its process requires sun-light and machinery is used for packaging of Pickle.
There are two basic methods for pickle processing used in Pakistan where local taste is concerned.
One is water based process and the other is oil based processing. Pickles available in the Pakistani
market are generally based on the water process, whereas, homemade pickles are made using oil.
Generic production process is carried out following the method given under.
Generic Production Process:
Processes for the most common pickles produced in Pakistan have been provided in the following
Give a good hot
water wash and dry the vegetables
Cut them in the desired sizes
Put them into a big pot and mix desired quantity of spices
Pour Oil into so that all vegetable/fruit is completely dipped
Spread salt on it in the desired quantity
Leave the pot in sunlight for fifteen days and keep mixing the ingredients every day
Leave the pot in sunlight for one week Pickle is ready for the packaging. Package and store
pickle in a dry and dark
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Pickle Making Material
o Methi Seeds
Canning temperatures for low acid vegetables..
180 to 250°F Canning temperatures are used to destroy most bacteria, yeasts, and molds in acid
foods. Time required to kill these decreases as temperatures increase.
140 to 165°F Warming, temperatures prevent growth, but may allow survival of some
microorganisms 40 to 140°F.
Problem cause prevention:
Don’t use Fruit/vegetable of poor quality. Work with good-quality produce.
Bacteria cause this during White sediment in crock or fermentation.
Salt contains an anti-caking agent.
Human resource requirement:
Pickle processing does not need specialized and skilled labor and even women can make good
pickle. However packaging may need to hire trained labor having experience of operating packaging
machinery. The proposed project would need a total of 8 persons in order to handle the processing
and packaging operations. The business unit will work on one shift basis (8 hours daily). Technical
staff for packaging and distribution purpose would require experience. Manpower requirement for
the business operations along with their respective salaries is given in the table below:
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Pickle will first be packed in polythene bags which will then be placed in the Glass
Bottles or bucket. Therefore, polythene bags requirement would be equal to the number of bottles
and buckets produced.
Besides above material, cardboard cartons and sticking labels will also be required
Providing the pickle description, manufacturing and expiry dates.
Vegetables and fruits are available in the Subzi Mandi’s, whereas, for the procurement of packaging
material following companies may be contacted:
Following packaging material will be required for the production purposes:
Glass bottles 330 gms 9000
Glass bottles 450 gms 9000
Glass bottles 1000 gms 6000
Glass bottles 1.8 kg 4000
Plastic buckets 5 kg 2000
Labels and cartons for Glass Bottle
Akmal print house
S-35 Rawal Road
Lahore. PH. 2595301
Ghani Glass Ltd
12- D/3 Chandni Chowk
Bottle Gail, Light House,
On average total demand of the pickle products in Pakistan is around 35000 mun per month whereas,
around 10 to 15% of the total production is exported,
Main export markets include USA, UK and Middle East Countries.
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Pickle products are available in the market with different composition and in different sizes.
There are a number of major players like National Foods, Shan Foods, Young’s Food, Ahmed Foods
which hold major part of the market (about 25%-30%), however, major share (about 70%- 75%) still
lies with unbranded market. There are also small players in this business; however, their operations
are restricted to very selective local market of rural and urban areas.
They distribute pickle:
In Bottled & Plastic Bags Packaging
1. Low Income Areas – 15 to 20% of sale
2. Medium & High Income Areas – 80 to 85% of sale
In Bulk Packaging (5kg, 10kg)
1. Low Income Areas – 70 to 80% of sale
2. Medium Income Areas – 20 to 30% of sale
8: Marketing plan:
i. Packaging and Storing:
Packaging consider: size, shape, materials, color, text, brand mark, safety elements.
Pack cooled dried foods in small amounts in dry, scalded glass, boxes and bags. To protect from
insects and moisture, sealed them.
Pickle will first be packed in polythene bags which will then be placed in the Glass bottles or
Label containers with the name of the product, date, and method of pretreatment and drying.
Dehydrate vegetables will be available in 500 grams, ½ kg, 1 kg and 2 kg packs.
All types of pickles will be available in 300 grams, 450 grams, 1 kg, 2.5 kg and 5 kg packs.
HOW LONG YOU INTEND TO STORE THE DRIED PRODUCT
Most vegetables should not be stored longer than 6-8 months. This can be extended considerably
longer if the dried vegetables are kept tightly sealed in a cool place (below 60° F.) If you plan to
store vegetables more than 8 months,
Store in a cool, dry. dried vegetables keep well for six to 12 months. Dispose of all foods that
develop off smells or flavors or show signs of mold.
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Pricing strategies are most important stage in marketing. If we select extensively high price,
customers will not buy and volume of sales will be very low. On the other hand setting lower
price will not cover our costs.
Following table presents current market prices of different pickle brands available in the market.
Retail Price (in Rs.)
Weight Ahmed Shan National
330 gm 42 45 50
1 Kg 100 100 100
1.8 Kg 175 180 180
Price lists from suppliers
“Pure Vegetable Dehydration and Pickle Farm” Price list for wholesalers and retailers.
Name of products Price 1kg Price 5kg
Dry Carrot 100 460
Dry Radish 100 460
Dry Ladyfinger 140 640
Dry Cauliflower 80 370
Dry Cabbage 80 375
Dry Onion 70 320
Dry Tomato 130 600
Dry Pepper 150 710
Dry Pees 180 850
Dry Spanish 60 280
Dry vegetable for soup mix 240
Dry vegetable for soup mix ¼ kg 65
Pickle 90 410
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iii. Distribution Strategies:
In generally there are different types of marketing distribution system. Consumers are able to
buy the products from different market place. All these distribution strategies are consists of
producer, wholesaler, retailer, and finally to the consumer.
We will supply our products all over the country on the basis of our products demand so that
the consumer can get the products easily.
iv. Target Market:
Our products target whole family.
v. Promotional activity:
We make promotional activities for our product in different public places, school, college and
• In different occasion we will open special sales center where attractive point of purchase
display would be arranged to create positive image in consumer’s mind.
• We will provide different support to our distributor.
• Sometimes we will offer free sampling for the mass sale of product.
• promotion of products through the sponsoring of spots on cooking shows and exhibitions
How we promote our product:
We will promote our product with different channels of distribution Like:
9: Organizational plan:
Identification of partners and Management team background:
“Pure Vegetable Dehydration and Pickle Farm” management team is led by Mr.Rahil,
Coordinate Manager. He received his Bachelor degree and MBA (Agri business) degree from
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Arid Agriculture University Rawal Pindi and Ghulam Sughra, General manager of the Farm,
who has wide knowledge of the industry; she also received his Bachelor degree and MBA
(agric business) degree.
The company's management philosophy is based on responsibility and mutual respect.
Company has an environment and structure that encourages productivity and respect for
customers and fellow employees.
Roles and responsibilities of members of organization
Management will be responsible for supervising and participating in the daily operations of
the facility. Management consists of
M Rahil, Business Coordinate Manager, Full Time
Ghulam Sughra, General Manager, Full Time
Shahid, Executive Director, Full Time
Sarfraz Ahmad, Admen officer, Full Time
10: Personnel Plan:
Overall, “Pure Vegetable Dehydration and Pickle Farm” Have 28 workforces. The
company expects to employ 10 temporary employees, and 18 employees on a permanent
Our competitors provide off season vegetables through Green house and tunnel system.
Vegetable products and chicken soups are the major competitors.
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Our pickles competitors are
And also locally manufacture pickle person.
1. The competitors have established brand. But we the new comer.
2. Product supply- the competitor’s product supply is very larger than our product.
1. Tasty and healthy alternative 0f fresh vegetable soup and pickle.
2. Off season dehydration vegetable are the requirements of consumer’s daily values.
4. Low price than tunnel system and green houses off season vegetables.
Points of Difference:
The points that make this dehydrated vegetable and vegetable products difference than others are-
New idea- dehydrated Vegetable products concept is approximately new in market.
Different experience & knowledge- The customers will have the unique feelings &
experiences that they will not get other similar products exist in market.
Strong distribution channel- As this product has strong distribution channel, the consumer
get it at every retail shop.
Keys to Success
We are better able to serve their needs than a more generic competitor.
Keeping close contact with clients and establishing a well functioning long-term relationship
with them to generate repeat business and create better reputation.
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11 :SWOT Analysis:
Availability of dehydrated vegetables products throughout the year.
Flexibility in meeting vegetable needs.
Flexibility in meeting restaurant's needs.
High-quality products and service.
A limited marketing budget to develop products awareness.
Many competitors that provide pickle in the market.
Already established competitor that has decided to make customer service and flexibility
their selling point.
A health scare that questions the safety of dehydrated vegetable and pickle.
Poor weather which will affects the production of products.
Customers are very much habitual to take fresh vegetables as green.
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12: Financial Overview:
As we start our business in the year of 2014, we can’t expect a huge sales as well as huge profits.
But our market research says that there is a good potentiality of this unique featured product. Our
sales will be keep rising next’s year. More ever promotion and advertising will help in increasing
sales. At the very first of our business our mission should be emphasis on promotional activities and
recognizing the product at every level.
Funding Requirements and Uses
The company is invested 5000000 rupees for the purpose of financing the achievement of the
Vegetable Farm building Machinery Generator, office equipment and operating expenses. Another
3000000 rupees will be invested in the company by getting loan from Commercial Bank. The
following are the income summary, owner equity and balance sheet of our business.
Sources of funds:
In order to finance our company, the main types of investment and lending options include:
Friends and family
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Of “Pure Vegetable Dehydration and Pickle Farm”
As on 31 December
Account Debit Credit
Dry vegetable for soup mix 800000
Salaries exp 3204000
Vegetable exp 4500000
Fuel exp 800000
Electricity Bill 830000
Polythene bags 100070
Total 14725000 10352105
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Account Debit Credit
Net profit 3804416
Owner equity statement
Of “Pure Vegetable Dehydration and Pickle Farm”
As on 31 December 2014
Sub Total 11804416
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of “Pure Vegetable Dehydration and Pickle Farm”
As on December 31 2014
Assets Liabilities and equity
Current Assets Liabilities
Cash 10872892 Note payable 7110133
Vegetable 4500000 Account payable 4000000
Building Prepaid Rent 240000
Office equipment 400000
Furnished equipment 150000
Total Current Assets 16182895 Total liabilities 11110133
Non-Current Assets Owner equity
Machinery 2000000 Capital 5000000
Generator 800000 Retain earning 4372892
20483025 Total liabilies and