India's global farming [ Transfreez Mobile Refrigeration - India's Most Effective Refrigerated Trucks ]

With an increasing number of Indians exploring international cuisines, the business of exotic vegetables is also growing.

On a sunny morning, peacocks, march in a procession across a narrow path lined with mulberry trees. Nearby, cows lazily graze, hens cackle, rabbits squeak and hop, swarming bees hum on a hive, ducks waddle. In this idyllic 40-acre farm in Patan Kala, Rajasthan, 90 km from Delhi, some of the animals are for sale. The ducks are not. "The ducks are my natural pest control," says Ayesha Grewal, owner of the Organic Acres farm. In what way? The ducks feed on mosquito pupae. They also feast on snails and other pests, protecting the greens and other vegetables the farm produces - 13 varieties of lettuce, including Boston, Bibb, Lola Rosa and Batavia, white turnips, golden beetroots, Caribbean peppers such as Scotch Bonnet, asparagus, artichokes, fennel, and Okahijiki, a Japanese land seaweed.

In India, such produce is "exotic". Until recently, none of these would have been cultivated here. High street restaurants imported everything - from salad leaves to European vegetables - to dazzle well-heeled customers who paid handsomely for their Arugula and Baby Radish Salad or the Heirloom Tomato (non-hybrid tomato whose seeds are typically passed down generations) Bruschetta. Domestic production of exotic vegetables, however, has been growing at a fast clip over the last three years. Farms catering to exotic greens have mushroomed too - in Manesar, Haryana (near Delhi), Pune, Bangalore, and Mysore. Their clientele are mostly restaurants in five-star hotels. Some of the produce is finding their way into retail shops as well.

Organic Acres grows 42 varieties of salad leaves, 13 of them lettuce, in Rajasthan Photo: Shekhar Ghosh

Grewal, who started farming exotic greens in 2012, sells them through The Altitude Store, her own retail outlet in Delhi and Gurgaon. Exotics have been flying off her shelves. Her annual growth rate is between 150 and 200 per cent. According to the Indian Council of Agricultural Research, the market for exotic is growing at 15 to 20 per cent a year. But most growers, like Grewal, are clocking far higher growth numbers because of the smaller base.

The reason is not hard to see. The restaurant industry is booming because of the country's young population, their growing disposable incomes, and a trend towards eating out. There is greater awareness about international cuisine too. The food services market in India was estimated at $48 billion in 2013 in a study by the National Restaurant Association of India and Technopak. In five years, that could be worth $78 billion - that is nearly what the Indian IT industry currently exports.

While volumes are picking up, restaurant owners are looking to cut import bills and chefs are exploring ways to reduce the carbon footprint of the dishes they create. Air transport of food implies higher energy consumption resulting in carbon emissions.

"Besides carbon footprint, what is becoming important is quality and traceability," says Anupam Banerjee, Executive Chef at The Ritz-Carlton hotel in Bangalore. Banerjee is obsessed with freshness and quality. "When you source domestically, you know it is not being mass produced, so the quality tends to be good too," he says. His team makes several trips to First Agro's 45-acre farm in Talakad, 130 km from Bangalore. Serpentine roads lead to the farm, past the river Kaveri, a rocky terrain and the breathtaking vineyard of Alpine Wineries. The farm is guarded by two Rottweilers, four German Shepherds, six Labs and a Boxer.

First Agro, which started producing exotic greens in 2011, has adopted 'codex standards' to ensure toxin- and pesticide-free produce. Its exotics include 38 varieties of tomatoes of all shapes and colours. A striking purple coloured 'Midnight Blue' tomato stands out against a cloudy horizon. A pepper from Trinidad called Bishop's Crown, Peruvian chilli called Aji Amarillo, Japanese greens such as Mizuna and Mitsuba, wild rocket lettuce and Thai greens are some of the farm's significant produce.

Rare pepper from Trinidad, Bishop's Crown, is crumb-fried with feta cheese in Bangalore's City Bar. The dish is called UFO Poppers

"Talakad can be the gourmet destination of Karnataka," says M. Nameet, First Agro's Co-founder. At dusk, as the lanky 37-year-old relaxes with a glass of wine, he often talks to Raghavendra Gowda, founder of Alpine Wineries, about his vision. The idea of agriculture struck Nameet, a former pilot, when he was flying in Canada. "I had a lot of free time. So, I started working with farmers and picked up knowledge on zero pesticide farming," he says. He teamed up with his brother M.V. Naveen and cousin K.N. Prasad to form the company. While Naveen has worked with IGATE and HP, Prasad was with Xerox and Wipro. The pilot-techie combo has worked well. The company supplies to nearly all the five-star restaurants in Bangalore and ships out daily orders worth around 2.5 tonne.

Similarly, there are other entrepreneurs in the exotic green business who had little exposure to the agriculture sector before. Grewal of Organic Acres has a finance background. Hamsa V., a techie, started Growing Greens in Bangalore in 2013. The company produces micro greens - plants that are in their nascent stages of growth and whose size varies between half an inch and two inches. The company's mustard, sunflower, radish, pea shoots, red beet and carrots are used by chefs to enhance the visual appeal of their dishes as also their flavour. Some hotels display it on their buffet counters.

All this domestic production means substantial cost savings for restaurants. Exotic lettuce grown in India could be 30 per cent cheaper than the imported ones. Imported cherry tomatoes can cost Rs 1,000 a kg whereas the domestically produced ones could be priced at Rs 200. While it will always be difficult to replicate the thick and less acidic pulp produced by San Marzano tomatoes grown in Italy's volcanic soil, economics and the case for sustainable gastronomy is tilting the scale in favour of local sourcing. 

Decoding India’s Persistent Food Inflation [ Transfreez Mobile Refrigeration - India's Most Effective Refrigerated Trucks ]

Rising living standards and inefficient agricultural policy are exacerbating India’s food problem.

In its ongoing effort to tame high food inflation in India, the central government recently decided to bring onions and potatoes under the purview of the Essential Commodities Act. The state governments will have to now act by fixing stock limits for these two items and penalising hoarding and black-marketing activities to keep prices in check. Other earlier measures, such as encouraging state governments to delist fruits and vegetables from the Agriculture Produce Marketing Committee (APMC) Act and fixing minimum export prices for onions and potatoes, were announced as part of the Modi government’s inflation control strategy. While this may bring some temporary relief, it will not tame inflation over the medium or long terms. India’s food economy is directly dependant on domestic production and agricultural output, monsoons, and domestic policies. The wholesale price index (WPI) and consumer price index (CPI) are regularly tracked to gauge the rise of prices in India. While food accounts for one-third of the WPI, its percentage of the CPI is almost 50 percent.Monsoons do have a significant impact on food inflation, but can’t solely be blamed for the persistent food inflation problem in India.

Food inflation averaged 3.8 percent year on year in the eight-year period from 2000 to 2008. However, in the five years following the financial crisis it rose substantially, averaging 10.3 percent year on year and has remained at these levels despite slow GDP growth. Persistent food inflation has been a concern for policymakers in India as good monsoons and softer global food prices haven’t had an impact on domestic food prices. For an average Indian household, food still accounts for almost 50 percent of total expenditure. At a broader level, both demand and supply side factors have played a role, however policy implications may vary depending on different drivers of inflation for various subcomponents of the food basket.

A closer look at the WPI food subcomponents and disaggregated data reveals that inflation has been broad-based across subcategories, affecting cereals, milk, eggs, fruits and vegetables, meat, pulses, edible oils, and other items. However, prices of protein items, fruits and vegetables have risen more than cereal prices. According to the Institute of Economic Growth, a 1 percent increase in per capita income leads to a 0.05 percent decline in demand for cereals and a 0.2 percent drop in demand for pulses. These goods are generally referred to as “inferior goods” in economic theory. For all other “normal goods,” however, consumption increases as per capita income rises. Thus a 1 percent increase in per capita income would increase the per capita consumption of vegetables, fruits, and milk by between 0.5 and 0.6 percent. Consequently, rising per capita incomes in India have led to diversification of the Indian diet towards high-value products such as milk, meat, and eggs, leading to “protein inflation.” The National Sample Survey Organization’s (NSSO) household consumption expenditure survey indicates that the share of protein-rich items in overall food consumption has increased from 27.1 percent in 2004-05 to 32.5 percent in 2011-12 in rural areas. In urban areas the share rose from 29.9 percent to 33.0 percent during the same period. Demand-pull inflation thus plays an important role in the case of high value-added items like fruits, vegetables, and dairy products.

On the supply side, agriculture wages account for almost 40 percent of the total cost of production. Since 2007, nominal rural wage growth has far outpaced overall inflation, resulting in higher real rural wages. Nominal wages increased 17.3 percent after 2008, compared to 6.2 percent in the period prior to it. The Mahatma Gandhi National Rural Employment Guarantee Scheme (MNREGS), which offers one hundred days of guaranteed wage employment in a financial year to rural workers, has increased the bargaining power of laborers by setting a floor for rural wages. The government’s Commission for Agriculture Costs and Prices (CACP) estimates that a 1 percent rise in wage inflation translates into a 0.3 percent rise in food inflation. At the same time, persistent food inflation itself results in higher wage inflation, thereby creating a strong wage-price spiral in the agricultural sector. But higher rural wages have not been accompanied by productivity gains in the farm sector, further fueling inflation. Thus the solution is to move toward mechanization and better farm technology in order to improve labor productivity in line with higher rural wages.

Besides wages, other input costs have also risen substantially post 2008. The past five years have seen significant year-on-year increases in the price of key agriculture inputs like fertilizers (8 percent), fodder (20 percent), diesel (8 percent), electricity (8.7 percent), and tractors (5.4 percent). Moreover, India’s food price policy has the dual objective of providing minimum support prices (MSP) for the benefit of farmers, and subsidization of prices for the poor through a public distribution system (PDS). Currently MSP apply to 25 crops, which account for 30 percent of the WPI food basket. This is to incentivize farmers to produce some essential cereals. An increase in agricultural input costs post 2007-08 has resulted in higher support prices of cereals as MSP calculation follow a cost-plus approach.

This has had a double impact. Not only does it lead to higher food prices directly, it also increases the burden of the food, fuel and fertilizer subsidy bill on the government. This translates into a higher fiscal deficit which further increases prices. Thus monetary policy alone is not sufficient to tackle inflation, and an emphasis on better fiscal management is needed.

Lastly, India’s food supply chain is also fraught with inefficiencies, which result in artificial inflation. Malpractice and the monopoly of intermediaries under the APMC Act (under which farmers cannot sell produce direct to retailers) results in much higher margins (around 65 percent) over and above the primary producer’s price. Moreover, wastage due to underdeveloped agriculture infrastructure (lack of cold chains, transport facilities) is around 25 percent while an inefficient PDS has a leakage of around 40 percent.

Thus the key drivers of inflation may vary across different food categories. For example India imports most of its edible oil and pulses, hence domestic prices of these commodities respond quickly to global prices. Domestic policies like MSP, stocking decisions, and public distribution play an important role in the price of cereals like wheat and rice. Broken supply chains, inefficient marketing infrastructure, and malpractice inflate the prices of fruits and vegetables. A food supply shock is generally temporary but it does lead to a sustained increase in food inflation if not tackled effectively through monetary and fiscal policy. Thus a multi-pronged strategy involving better fiscal management, a tight monetary policy, efficient supply chains, and improvements in productivity is the cure for the high food inflation problem in India.

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India's Most Effective Refrigerated Trucks

Organic farming is here to stay - ( Transfreez Mobile Refrigeration - India's most effective Cold Plate Refrigerated Trucks )

Organic farming has thrived in India since ancient times, with the Indian cow – “Kamadhenu”, providing the natural fertilisers and other inputs.

In the decades post-independence however, the soaring population increased dependency on food imports. A self reliance policy propagated in the Third Five-Year Plan (1961-66) heralded a thrust on domestic farm production and our scientists rose to the occasion by introducing high-yielding varieties which were heavily dependent on chemical fertilisers and pesticides.

However this shift also brought along with it many ill-effects, resulting in many farming communities across India, shifting back to the traditional organic farming and promoting organic and health foods. The Government of India also recognised this and has initiated norms for organic production and farming known as the National Programme for Organic Production (NPOP), which are now accepted worldwide.

ORGANIC AGRICULTURE

According to Codex Alimentarius (FAO/ WHO), organic agriculture is a holistic production management system which promotes and enhances agro ecosystem health, including biodiversity, biological cycles and soil biological activity.

The word “organic” refers to the way farmers grow and process agricultural products, such as fruits, vegetables, grains, dairy products and meat. Organic farming practices are designed to encourage soil and water conservation and reduce pollution. Farmers who grow organic produce and meat do not use conventional methods to fertilise, control weeds or prevent livestock disease. For example, rather than using chemical herbicides, organic farmers may conduct more sophisticated crop rotations and spread mulch or manure to keep weeds at bay.

International Federation of Organic Agriculture Movements (IFOAM) is the worldwide umbrella organisation for the organic movement. The Principles of Organic Agriculture serve to inspire the organic movement in its full diversity. They guide IFOAM’s development of positions, programmes and standards. The principles are ethical statements and formulated to inspire action.

Organic agriculture is based on the principle of health, ecology, fairness and care. In particular, organic agriculture is intended to produce high quality, nutritious food that contributes to preventive health care and well-being. In view of this it should avoid the use of fertilisers, pesticides, animal drugs and food additives that may have adverse health effects.

GLOBAL ORGANIC MARKET

The growth in global organic food and beverages market is driven by increasing awareness about health benefits of organic foods which has led to increased organic farming in the world. The global organic food and beverages market is expected to grow from $ 57.2 billion in 2010 to $ 104.5 billion in 2015 at an estimated CAGR of 12.8 per cent.

In 2010, Europe had the largest share in the global organic food and beverages market with revenue of $ 27.8 billion. Germany is the biggest consumer in Europe with a share of 32 per cent of organic food and beverages in the region. Asian organic food market is expected to grow at an estimated CAGR of 20.6 per cent from 2010 to 2015.

Japan leads the Asian countries in terms of organic food consumption with nearly 54 per cent of the share in 2010. Fresh produces (fruits and vegetables) are the highest selling organic food categories with 37 per cent of the organic foods segment in terms of revenue. In 2014, the global organic food market is forecast to have a value of USD 100 billion, an increase of 60 per cent since 2009.

INDIAN ORGANIC MARKET

It is estimated that 65 per cent of the country’s cropped area is organic by default, as small farmers have no choice but to farm without chemical fertilisers and pesticides which they cannot afford.

According to ICCOA (International Competence Centre for Organic Agriculture) estimates approx 1.5 per cent of all agricultural acreage in India is expected to be organic certified by 2012 and through its strong organic export programme, India will hold 2.5 per cent of the global market.

The off-shore demand for organic food market is one of the major drivers of organic agriculture in India, due to relatively increased returns with lesser input costs.

The current size of the market for organic foods in India is pegged at about Rs 1,000 crore with a huge untapped potential, as per a recent article in the ‘Down to Earth’ magazine.

HEALTHY INDIA

Organic products, which until now were mainly being exported, are now finding more consumers in the domestic market. Awareness of the nutritional benefit of these products has resulted in more land coming under organic farming. Although health is the key reason for growing demand, other incidental benefits such as better taste and better environment are also driving growth. There is also a growing awareness of the dangers of consumable food grown with the aid of chemicals. Food contaminated by chemicals or grown from genetically-modified seeds and planting material is unhealthy as compared with naturally grown food. Organic farming does away with these unhealthy, short-term “production boosters” and brings into picture a diverse, healthy and sustainable crop production system.

While certification is mandatory for exports, products for domestic consumption are mostly uncertified. This is because most producers are either small or marginal farmers, small co-operatives or trade fair companies. The small farmers, scattered across the country, offer an incomplete product range that are mostly available as a small or local brand.

CONCLUSION

Notwithstanding the fact that high-yielding varieties of seeds will need chemical fertilisers for increasing farm output; and agrochemicals will be needed in abundant quantities to protect the crop output; thus helping in food security and providing food to the growing million across the globe; naysayers of organic farming would also collude to the fact that given a choice any consumer would definitely like to eat pure, chemical-free food.

Similarly, prolonged and continuous use of organic products will result in the human body developing a natural immune system to fight disease. Some of this is given in the famous agriculture treatise by Sir Albert Howard at www.journeytoforever.org . A recent episode of the serial “Satyamev Jayate” aptly raked up the issue of harmful effects of agrochemicals usage and emphasised the use of organic foods and its healthy effects on human body

The fact that a large number of stock keeping units available in retail are available in organic option is a compliment to the fact that organic segment is here to stay and is booming by the day.

The wheel, as they say is turning a full circle……to organic products; and to a healthy India!!!

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Organic chilli selling hot [ Transfreez Mobile Refrigeration-India's Most Effect Cold Plate Reefers ]

Buyers thronged the red chilli mela organized at the Moorusavira mutt school campus in Hubli on Sunday by the Karnataka Chamber of Commerce and Industry, (KCCI) and Karnataka State Horticulture Department, Bangalore, on Sunday. Organically grown red chilli from Hiregungal, Kundgol taluk was much in demand at the mela.

The three-day annual red chilli fair got on to a good start with over 120 stalls and around 100 chilli producers from 9 taluks taking part.

The mela is a good platform for the growers. Parameshgowda S K, a farmer from Kundgol said he has brought 50 kg of organically grown chilli and has already sold 10 kg at Rs 500 per kg. Vinayak Bicrotti another farmer from Kundgol said this is the third time that he is selling chilli in this annual fair. He hopes to sell 300 kg this time. "We get a good price for our produce here because there is no menace of middlemen here unlike in the APMC market."

For buyers, it is an opportunity to see variety breeds under one roof. Parimila Reddya, a buyer said, "There are so many varieties to choose from including Byadgi, Dyavanoor Dabbi, Dyavanoor Kaddi and Kundgol special kaddi. Such melas bring buyers and sellers on one platform making the negotiations profitable for both parties." Kavita AS, assistant deputy director, horticulture department, Dharwad, said, "Chilli is cultivated on 24 hectares in Dharwad district this year. Prices are more or less stable this time."

CN Karrikatti, agriculture and horticulture committee chairman said, "Chilli prices are hovering in the range of Rs 100 to 500 depending on their quality. Farmers from Kundgol, Hubli, Navalgund, Bagalkot, Haveri, Gadag, Laxmeshwar, Sanshi and other surrounding areas have taken the part in the fair."

Transfreez Mobile Refrigeration-India's Most Effect Cold Plate Reefers

Source: The Times of India

Why is organic food better for your health? [Transfreez Mobile Refrigeration-India's Most Effective Cold Plate Reefers]

Most fruits and vegetables are loaded with essential nutrients that are good for your body and mind.  However, commercial demands and competition in the market often make farmers use fertilizers and pesticides in order to increase their yield. According to nutritionist Naini Setalvad, ‘Today growth hormones are injected in fruits, vegetables, pulses, poultry and meat to make them larger and plumper. Humans are consuming these products thereby eating these chemicals too. Research has documented and proven that these hormones and chemicals are what are causing the humungous (obesity) sizes in people today. The chemicals and the preservatives are the cause of psychological disorders, depression, mood swings, hyper activity and irritability that have now become a common phenomenon. Infertility in men, problems in conceiving, early puberty among children as young as eight is another by product of consuming such foods.’

It is difficult, if not impossible for us to stand up and fight against such unhealthy practices adopted by farmers. But, that doesn’t mean we have to continue eating foods laced with pesticides. Organic farming is taking the country by storm and more and more people are choosing to eat organically grown foods. Let’s learn more about the process of organic farming and why it is healthier than conventional food.

How is organic farming done?

Simply put, organic farming is done without using fertilizers and pesticides. Instead, alternative farming practices like crop rotation, use of green and animal manure, etc. are employed. Read more about how pesticides are harmful for you.

Why is organic food healthier than normally produced food?

According to nutritionist Naini Setalvad, ‘An organic diet is not just about nutrition, it is the Art of Eating – it reflects your attitude to life and to the world, because good food sustains life-bad food kills. For healthy growth, we need PURE food. Organic food is safe, pure, more nutritious, environment friendly, protects against diseases and maintains peace of mind. A pure diet fosters purity of mind, body and soul. Be it the Bible, Quaran or the Bhagvad Gita, the first advice is ‘to keep the body in good health is a duty, for otherwise we shall not be able to trim the lamp of wisdom and keep our mind strong and clear’.

In terms of nutrition too, organic food is better. ‘Organic food really has more nutrients, vitamins and mineral, including vitamin C, iron, and magnesium and phosphorous than conventional produced food. This is because in organic farming, great emphasis is on nourishing the soil which in turn gives healthy plants. Healthy plants give produce that is packed full of all the vitamins and minerals which give flavor and goodness to our food. The time allowed for the crops to grow by not using chemical fertilizers is the final key elements making it possible for organic crops to have much higher nutrition levels.’, adds nutritionist Naini Setalvad. Read more to understand all you need to know about healthy eating.

Where can you get organic food in India?

Fabindia is one chain from where you can buy some organic food. They have several stores across the country and you can even order stuff online. Organic India is another brand which sells organic produce. Also, in metros local farmers have these markets on weekends where organic food can be found. Unfortunately, these products are more expensive than normally grown food. (A litre of ghee usually costs around Rs. 400, but if you buy it from organic stores it costs around Rs. 900) However, considering the health benefits this is a small price to pay. 

With rising awareness about organic farming a lot of shops have started to sell organic food across some of the major cities in the country. You can find information and addresses of some of these stores here.

Transfreez Mobile Refrigeration-India's Most Effective Cold Plate Reefers

Source: The Health site

Price of organic veggies go through the roof [Transfreez Mobile Refrigeration-India's Most Effective Cold Plate Reefers]

Organic vegetables, which have become popular in the city as a healthy alternative to pesticide-sprayed, mass-produced veggies, are now burning a hole in the pockets of consumers. Priced earlier at three times the price of regular vegetables, organic ones now cost up to 10 times the rate at rythu bazaars in the city!

According to a resident of Road No 13, Banjara Hills, who was introduced to organic vegetables a few months ago, the price is "obscene". "The cost of each tomato is Rs.10 at an outlet near Towlichowki. We ended up paying a huge amount and ended up with vegetables enough only for a week's use," he said.

In the organic vegetable market, rates are calculated per piece and not in kilograms. As per price charts, a bunch of spinach which would cost Re.1 at rythu bazaar is sold for Rs.10. Similarly, one cucumber would cost Rs.10. This means that vegetables for a week would end up costing around Rs.500 to Rs.1,000 for a family of three.

While middle class lovers of organic food blame the rising demand in upmarket areas for the higher prices, organic farm owners say the cost of production has gone up in the past one year. "Organic vegetables are cultivated without using chemical fertilizers or pesticides. So the yield becomes less when compared to regular farming. But the current price of these vegetables is not justifiable," a customer said.

Others complained that organic farming has become just another profit-making venture. "When a group of software employees working in different companies in the city decided to cultivate organic crops, it was not just profit that they had in mind. They wanted to create a different food culture in Hyderabad to cater to those who are health-conscious. But now it has become just another profitable business," said M Kanaka Reddy, a consumer.

Transfreez Mobile Refrigeration-India's Most Effective Cold Plate Reefers
Source: The Times of India

Why organic farming is gaining ground in India [Transfreez Mobile Refrigeration-India's Most Effective Cold Plate Refrigerated Trucks]

In Pune Jayawant Patil, 27, works in an information technology company in Pune four days a week. The rest of the time, thanks to his supportive employer, he's an organic farmer. For the last two years, he's been tending to his 2.5-acre farm about 80 km away from Pune. The only connection he had with farming before this stemmed from childhood visits to his uncle's fields.

Patil chose organic farming as a chance to do something more meaningful in life. He started work on a website to connect organic vegetable growers with customers. During visits to farms, he understood the immense difficulties involved and decided to get first-hand experience to understand these fully. Today, Patil knows how to make traditional pesticides and fertilisers using leaves of different trees and cow's urine. He's also chosen 12 farmers from the area to work with him. "My next plan is to start a web portal for marketing organic produce. I would also like to explore exports opportunities," he said. Organic farming has been gaining adherents over the years, some of them with non-farming backgrounds.

While exploring various business opportunities, 25-year-old business management graduate Sachin Tahmane hit upon organic farming as having promising growth potential. A recent Yes Bank report said the organic food sector is growing at about 20% in India, with more than 100 retail organic outlets in Mumbai and about 60 in Bangalore. That's a big change from 18 years ago, when Sanjay Pawar and Sadubhau Shelake of Nashik were among the pioneers of organic farming. Their principle was: "We don't want to eat poison and we don't want to feed poison to others." At that time, they couldn't charge a premium for chemical-free food due to lack of awareness among consumers.

Things have changed since then. Their Kashyap group of about 350 organic growers has a loyal clientele, which includes celebrity customers, who queue up to buy the produce at the Sunday farmers' market. "Kiran Rao is our regular customer," said Shelake. The Kashyap group farmers use direct marketing, without any middlemen involved. "The awareness about organic food is now percolating to the taluka level," Shelake said. Even Vidarbha, infamous for farmer suicides, is not behind in winning converts to organic farming. Agricultural graduate Ashish Shinde of Amaravati is one of the leading suppliers to leading organic retail brands in Delhi, Mumbai, Bangalore and other big cities.

"There is tremendous growth in demand for organic food in the last few years. The number of organic farmers in the two talukas in my district has increased from 230 six years ago to more than 1,000 today," Shinde said. According to HB Bablad, head of Research Institute of Organic Farming, the reasons for the increase in organic farming are economical as well as ecological.

Amol Nirban, business development manager at Ecocert, the organic certifying agency, said the companies involved in organic farming are mostly exportoriented.

Individual farmers catering to the domestic market are of two types: "The first type is of the traditional farmer practising organic farming to earn their bread and butter. The second type is the increasing breed of urban farmers, who have turned to growing organic food as a passion or liking," said Nirban. Most of the growth in organic farming has happened without much government support, entirely driven by market demand and the efforts of farmers, who learn from each other. Dilip Deshmukh, vice-president of Maharashtra Organic Farmers Federation (MOFF), an NGO working in the area of organic farming, said, "The Maharashtra government has done very little to implement its own policy on organic farming declared in January 2013."

Marketing is the biggest challenge. A group of 67 farmers in Sangli formed by Srinivas Bangal grows almost all vegetables and cereals organically. "We restricted ourselves to marketing of grains and processed products only due to the difficulties in marketing fruits and vegetables," said Bangal.

The most effective marketing channel is digital. Orders are processed through websites, voice SMSes and e-mails. Those not able to use online platforms struggle with reaching consumers. Of India's total organic production, cotton has the highest share. The country is also emerging as a prominent global supplier of organic processed fruits.

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Source: The Economic Times