Thursday, October 29, 2015

Company to produce organic keerai :


When pesticides residue is becoming a concern while consuming ‘keerai’ (greens), a group of 50 farmers in the district have come together with an initiative to grow ‘organic keerai’ on a commercial scale and popularise its use through unique marketing techniques.
The farmers will be adopting ‘cluster approach’ so that the cost of production could be brought down through bulk procurement of seeds and organic fertilizers.
Besides that, marketing of the different varieties of ‘keerai’ produced at different farm holdings and also the value-added products made from it becomes easier by developing a common brand for the produces from the cluster.
“This is going to be the first of the major initiative of the member farmers of the recently formed ‘Aathma Organic Producers’ Company’ constituted in the district as it has been found that use of pesticides seem to be generally high in various crops and we have realised the obligation for giving the consumers a ‘natural' product,’ said K. Shanmugam, farmer and chief executive of the company.
For developing value-added products from keerai, the company has planned to sign a Memorandum of Understanding with Indian Institute of Crop Processing Technology to train the said 50 farmers.
An interesting aspect of the project is that the farmers had evolved a novel marketing methodology.
“As a starter, we have created a database of people who consume ‘keerai’ on a regular basis so that regular supply of the produce could be ensured. This apart, we are also telling the need for consuming organic keerai to wider sections of society apart from exploring export possibilities of value-added products made from keerai,” said the farmers.
To enhance the consumption of organic keerai, a handbook containing data on the health benefits of keerai and the added advantages of having the produce cultivated under organic conditions will be distributed to the people by the farmers’ group.

Source : The Hindu

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