Engineer takes exotic fruits and jackfruit varieties from Kerala to the world; clocks Rs 1.5 crore turnover

Karthik Suresh, a 31-year-old engineer from Thrissur's Irinjalakuda town, is taking the best of Kerala’s farm-grown exotic fruits, and a wide range of jackfruit varieties, to national and international markets. His startup Fresh ‘N’ Good is creating a farmer-first ecosystem that rewards growers fairly, reduces post-harvest losses, and takes the vast and overlooked diversity of India’s tropical fruits to the consumers.

Fresh ‘N’ Good, a fruit trading venture, began in 2021 and now connects over 200 farmers across India to wider markets. From its roots in Kerala, the company trades fruits to cities like Bengaluru, Mumbai, and Hyderabad. The produce reaches the Gulf and the US through exporters and distributors. 

"We bridge the gap between farmers and the market by ensuring fair prices, greater visibility for farm produce, and taking the best fruits to people every season,” Kartik tells 30Stades. 

Fresh ‘N’ Good clocked a turnover of over Rs 1.5 crore last fiscal.

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Exotic beginnings

The venture began by selling tropical fruits sourced from Kerala and Himachal Pradesh. Fruits like mangosteen, rambutan, avocado, abiu, and passion fruit, long considered niche or export-only, were introduced to Indian markets through direct farm partnerships.

“We started with purple passion fruit from a Kerala farmer in Tamil Nadu. The response was encouraging,” Kartik recalls. But it wasn’t just about trade. 

The team created a minimum support price (MSP) for every exotic fruit they dealt with, ensuring farmers didn’t face losses.

“Local traders would offer a lump sum that rarely benefited farmers. We changed that. Instead, we offer per-kilogram pricing with guaranteed procurement. If the MSP for rambutan is Rs 125 per kg, we pay the farmer that rate for the entire quantity they harvest, directly and transparently," he shares. 

This system works well for both parties. “The farmers get stability and fair prices, while the business has access to high-quality, exclusive produce for distribution," Kartik shares. 

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From farm to fork

The company has procurement teams across three districts in Kerala. Farmers can also deliver their fruits directly to their collection centres. A consultant works closely with the team to assess fruit quality. Kartik notes that they follow a set of criteria to identify the best fruits, evaluating them by smell, texture, shape, and even the sound they make with a gentle tap.

Fresh 'N' Good has three cold storage units in Kerala. Yet, one of the biggest challenges remains the perishability of certain fruits, particularly rambutan, which must be sold the very next day after harvest. 

To manage perishability, the team relies on pre-sale bookings and ensures that deliveries reach customers within 48 hours, using a mix of buses, trains, and air freight. 

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The jackfruit revolution: From messy to market-ready

About two years into the venture, Kartik noticed a gap in how jackfruit was consumed and sold.

“People in apartments don’t have the time or space to deal with the whole fruit. “The process of taking the pods out is laborious, and there’s a ton of waste. Most of all, they didn’t even know jackfruit came in different varieties.”

In January 2025, Kartik introduced a new value-added product: cleaned, ready-to-eat jackfruit pods. Available in 200g packets and priced at Rs 100 for wholesale (higher for retail), the product quickly gained popularity.

The team started with 1,000 packets a month and scaled up to 3,000 within months, supplying to supermarkets and retail chains across Kerala.

"What makes this even more exciting is the variety we offer. Beyond the typical yellow jackfruit, we source different varieties like J33 and Vietnam Super Early, Dang Surya, Sindhura, and Cambodian jackfruit -- fruits largely unknown to local markets, as they are often exported raw. It's been almost six months since we introduced pods to the market and the reception has been amazing," Kartik adds. 

Rising revenues

Last season, the company sold around 80 tonnes of rambutan, 40 tonnes of mangosteen, and over 100 tonnes of jackfruit, as whole fruit and processed pods. “Exotic fruit volumes are up by 50 percent this year. We’re seeing demand grow across the board. So it is a positive note," Kartik observes. 

The financials reflect that growth as well. What began with a turnover of Rs 12 lakh in the first year has now scaled beyond Rs 1.5 crore, driven by rising demand and an expanding network of farmers.

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One of the foundations of Kartik’s business is his farmer-first pricing model. He explains how the local market often undervalues jackfruit.

“Traders buy a whole fruit for Rs 12. That’s all. We pay Rs 35 to Rs 40 per kg. For a 20 kg fruit, a farmer can earn Rs 800 from us,” the agripreneur says.

“This shift in pricing has led many more farmers to choose our venture," Kartik states. The processing unit for jackfruit pods is located near his home, allowing him to remain closely involved in the day-to-day operations. 

Role of mentorship

Kartik credits much of the company’s structured growth to the support of YE Stack, a venture studio that has helped them with strategy, operations, and scaling. 

“It is important for startups to seek guidance,” he says.

“You may have the energy and ideas, but structured support helps you move faster, with fewer mistakes. Partners like YE Stack are truly a boon to start-ups like us, I would suggest that startups at different stages tie up with such partners to make the process efficient and effective," says Kartik. 

The bigger picture

As jackfruit becomes a year-round opportunity, thanks to the company's deep farmer network, and as demand for exotic fruits continues to grow, the future looks promising. While jackfruit pods are currently sold only in Kerala due to shelf-life constraints, the team has sent product samples to Dubai and Canada to test international demand.

“Right now, our produce reaches the Gulf and the US through exporters and distributors, with clients like Lulu Group supporting our journey. As volumes grow and logistics improve, establishing our own direct export channels is the next step. Ultimately, we’re here to bridge the gap between farm and fork, not just in terms of distance, but in systems, fairness, and awareness. And we’re building that bridge, one fruit at a time," Kartik signs off. 

(Chandhini R is a Kerala-based journalist specialising in human interest, entertainment, and art and culture stories)

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