THE BIG PICTURE
bean in India, and Souza believes the carioca's similarity to existing products will ease its transition into the market: "Rajma is a very common bean used in India for traditional dishes, so we believe acceptance will be strong." For G. Chandrashekar, the key to opening this market will be in careful market creation, with an emphasis on understanding and precision targeting of the Indian consumers' needs . "In the end," says Chandrashekhar, "you can't expect India to present itself on a platter – markets must be cultivated. Brazilians have to earn the Indian market, but it is possible to do that." Future frontiers For black beans, this year may present some challenges. Eduardo Balestreri told GPC in December that "significant increases in freight cost to the Americas"
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