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LATEST NEWS UPDATES | Retailers, consumers sourcing cheaper vegetables from farmers via e-mails, SMS in Maharashtra -Jayashree Bhosale

Retailers, consumers sourcing cheaper vegetables from farmers via e-mails, SMS in Maharashtra -Jayashree Bhosale

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published Published on Aug 8, 2013   modified Modified on Aug 8, 2013
-The Economic Times


PUNE: Over 300 farmers from Mulashi near Pune, organised under the Abhinav Farmers' club, plan four months in advance who will grow what.

More than 1,300 women, organised in 117 groups, do attractive packaging of organic vegetables, earning Rs 150 a day (for just 4-5 hours' work).

The fresh vegetables, fruits and grains will be delivered at door step as per the orders booked through e-mails, voice SMS and over phone in Mumbai and Pune.

Metro Cash and Carry, Reliance Fresh, D Mart and other organised retailers are directly sourcing vegetables from farmers as per the state government's cap on the selling price. The organised retailers are also part of the 106 centres in Mumbai, where the state government started direct marketing of vegetables in July.

Young and enterprising farmers of Krishi Vigyan Mandal, Kalvadi, near the tomato cluster of Narayangaon, about 80 km from Pune, supply two tonne of fresh vegetables every day to 15 centres managed by aggregators. The sorting and grading of vegetables is done in the village, while the farmers' vehicles will distribute the produce from Ghatkopar to Malad from 1 am to 7 am. The aggregators are the only people between the farmers and consumers.

As vegetable prices show no sign of slowdown, direct marketing of vegetables is increasingly becoming popular as it ensures best price to the farmers and consumers. "Direct marketing centres helped reduce vegetable prices by 40% in Mumbai," said Maharashtra Agriculture Minister Radhakrishna Vikhe Patil.

Now, the state government is planning to open farmer-to-consumer direct marketing centres in all the cities and urban centres. "When we do doorstep delivery, our price realisation becomes double," said Aruna Shelake from Mulashi taluka, who has been part of the direct marketing system of Abhinav Farmers' Club for the last 11 years.


The Economic Times, 8 August, 2013, http://economictimes.indiatimes.com/news/economy/agriculture/retailers-consumers-sourcing-cheaper-vegetables-from-farmers-via-e-mails-sms-in-maharashtra/articleshow


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