Grape farmers reach consumers directly in Bengaluru |
As the summer season arrives in India, farmers are having a torrid time as India continues to reel under the nationwide lockdown due to the coronavirus pandemic. For horticulturists too, this has been such a time: there`s a severe shortage of summer fruits and vegetables in the cities, but they are unable to market their produce. Amidst this gloom, grape farmers in and around Bengaluru have got together to put on a strong act. Unknown to each other, hundreds of grape growers have formed a direct marketing movement in and around the city. By skirting market structures and lockdown barriers, they are reaching resident welfare associations directly and selling their produce straight to the consumer. This movement was initiated by the University of Agriculture Sciences Alumni Association to help grape farmers find a market in this corona-hit summer. While the government-run procurement agency HOPCOMS picks up an average of 2-3 tons of grapes per day from farmers, the direct marketing initiative is moving 250-300 tons a day. The cooperative is also planning to try the grape tactics with mango, which is just beginning to come into the market. The mango market is in a similar situation as grape: it cannot be shipped out of the state. But the same could not be used in the case of vegetables. Though vegetable demand and supply remains the same, the situation is exploited by traders.
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