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Question: What is that one thing which is common between Queenie Dhody, Kareena Kapoor and Angelina Jolie? They all eat organic food! (That is when they decide to eat of course). But I often wonder why organic food is always associated with the size zero, swanky, red carpet walking, air kissing celebrities. 

Is it the health factor or the expense or the exclusivity or all of these? Frankly all this is really in the mind. Health is a universal cause of concern, not meant only for the rich and famous. Don’t blame organic for being expensive. We have so blindly adopted and accepted the pesticide and chemical laden food that the farmers do not see value in growing organic. A premium has to be paid at every level to reach organic food to you. So now you do the math. Coming to exclusive, anything that is pure, labour intensive and yet trying to elbow its way into the market to grow from niche to popular will be exclusive.

Now that I have reasoned with you let us take a mental journey back to your childhood. Didn’t the food cooked by your mother, in the yester-years of un-corrupted life, taste better? Get my point, organic is the way food is meant to be in the first place! And now when you sing praises about “something being different” about your mom’s cooking and crib over unsatisfying food at home, don’t blame the wife, blame the produce used for cooking.

I know this is where you scream in exasperation, “But organic food is so expensive!” So since you are taking a journey to your childhood, stop by the Economics class and rerun the concept of economies of scale in your mind (and rest your agony in peace). It is you, the consumer, who has to help organic build the brawn in the market. Understand your right to safe and original food and bang your fist on the retails desk asking for more. Just as you would like organic to be cheaper we would love to flex muscles with all the middlemen to bring the cost down.

Let’s cut a long story short and think of ourselves as components to a watch, working together to bring in the good times.

Turning Over A New Leaf

Have you seen a Neem tree? If you’ve lived in India for a while chances are that you have and more than once. The Neem tree is native to India and this fact reflects in its scientific name – Azadirachta Indica – meaning the free tree of India. It is phenomenal how this tree disperses its virtues to one and all, thus rightly earning its name, and let’s everyone enjoy the gift of purity and natural goodness, an example worth emulating.

So that’s what we are doing. Emulating this virtuous tree and seeking to disperse nature’s bounty to one and all. And not unlike the Neem tree’s young leaves that change colour as they mature, we are changing. We are turning over a new leaf ourselves.

In their own lifecycles, all brands mature and undergo a process of strengthening their foundations, their principles and their philosophy. They learn from their diverse consumer base and both evolve as per the other’s characteristics – the brand and its consumers. ProNature has reached that stage when it feels the need for a new identity that reflects this strengthened vision and consumer base. It is like a growing Neem tree with stronger roots and ready to spread its branches in new directions. And it is changing.

The immediate change you will notice is literally us turning over a new leaf in our logo…from brown to green like the leaves of the Neem. The new logo is also a reflection of our commitment and beliefs – a commitment to a healthier, happier life and concern for the planet. Like the Neem, we want to make nature’s goodness easily available to all for adoption as the way of life. And the logo denotes it all with its select colouring and typeface.

ProNature’s new logo uses the colours Orange, White, Green and Brown. These colours come together in the form of symbols in the logo that has a reversed out letter P that is held by a brown box the counter space of the letter P has a leaf that harmoniously blends in. The logo includes the stamp 100% Organic.

The brown box stands for Mother Earth and the environment. The letter P blends in to symbolize that the brand exists in symbiosis with Mother Earth. The leaf inside the P symbolizes the fact that nature harmoniously co-exists within ProNature and is the very essence of ProNature. The stamp reiterates ProNature’s USP of being different from other organic brands; we sell only pure organic products under this umbrella and absolutely none that are non-organic.

The colours by themselves communicate a vital part each of ProNature’s message. The Orange represents Vibrancy and Energy. It symbolizes our commitment to health. The White represents Purity, Cleanliness and Innocence. It showcases our commitment to be honest to the farmers and the consumers. The Green stands for life, growth, renewal, health and the environment. It is a sign of the environment being one of our highest priorities. The Brown denotes wholesomeness, earthiness, steadfastness, simplicity, friendliness, dependability and health. It denotes the foundation of life on Earth – the soil.

The assertive, friendly and confident Gotham typeface in the logo communicates ProNature’s brand values of Integrity, Trust, Friendliness, Care and Inspiration in an honest tone. 

Together, this combination of elements is the new identity of ProNature. It is our effort to reiterate our philosophies by aligning our identity with them. It is a symbolic representation of our commitment to you and to nature, to bring you together. And we hope that with this change we have become more potent in helping you get closer to nature…just like the Neem tree.

Enabling Healthier Choices For You

In our earlier posts and our story, we have shared with you the thoughts that went into starting ProNature and one of those thoughts was to make organic food easily available to the domestic consumers so that it can be adopted as the food of choice. We hope that through our updates we have been able to generate awareness about how organic food is better for your health, for the environment and for the society. And it remains our constant endeavour to reach you better on your neighbourhoods so as to allow your shopping to remain as convenient as ever while you make healthier choices for your family. 

Organic food is gradually opening up and becoming available more and more easily in India today. Most neighbourhood supermarkets stock organic food these days following rising levels of consumer awareness. This is equally a product of the efforts of certain conscientious individuals who have taken it upon themselves to make organic products accessible to the masses, be it food or otherwise. 

Image Credit: 2stepdiet.org

As regards ProNature, we are available in the following cities and stores to facilitate your shopping convenience:

Bangalore:

• Reliance Fresh
• Food Bazaar
• Smart retail
• Safal fresh
• Namdhari’s
• TOTAL Mall
• Mother Earth
• Fresh @
• SPAR
• Spencer’s Hypers
• MK Retail
• Nilgiri’s
• Many other stand-alone supermarkets

Hyderabad:

• Reliance Fresh
• Food Bazaar
• SPAR
• Other stand-alone supermarkets

Chennai:

• Fresh @
• Many Stand-alone supermarkets

We are also available in Pondicherry and Coimbatore. We close this post with the hope that we all soon see that day when availability and accessibility of organic food will no more be a hurdle in the way of a healthier lifestyle for all. Amen!