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Food to fork


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“I found the Amira brand to be very affordable. When i tried preparing an international recipe, it came out really well...”

- Mrs Rakhi Singh - Resident of DLF Phase II, Gurgaon Haryana, India

“When i first tried Amira Indigo, i found it unique in terms of it’s length. it made my Mexican rice dish very well at home...”

- Mrs Alka - Resident Sector 15, Gurgaon, Haryana-India

“My wife picked up Amira Pure Basmati pack from Big Bazaar Noida (UP) outlet. I was thrilled when she cooked it as the aroma that filled in the room made me get up and check out what was cooking in the kitchen. i had to compliment her on her pick of rice this time as after long we had a real basmati aroma experience that was so popularly known for basmati that our elders used to buy. ”

- Mr. Ajay Rastogi Bought Amira Pure Basmati from Big Bazaar EDM New Delhi, India

Published in: Business, News & Politics
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Food to fork

  1. 1. FOOD TO FORKperishable commodities like fruits,vegetables, milk, eggs, meat andfish need massive investment inlogistics and institutional engineeringthat can connect millions of small holderswith organized agri-processors, retailersand exporters to improve supplyand affordabilit says Mr. Ashok Gulati,Chairman, Commission for AgriculturalCosts and Prices (CACP) should beamended to make it more farmerfriendly.“Fruits and vegetables should immediately be removed from the AgricultureProduce Market Committee Act.This will soften prices of these perishablecommodities. Madhya Pradeshhas already done this. Moreover, retailersand food processors should directlyconnect with farmer groups for sourcingfarm products to doaway with intermediaryexpenses,” he added. In hisviev the government should offer 50%subsidyfor setting up cold chains in ruralareas and promote use of solar energyto run these chains.“Our food processing levels are lessthan 5% of fruits and vegetables comparedto several south-east Asian countriesthat hover between 30°Io and 70°Io.But this is not easy. We need to focusheavily on creating rural infrastructureand forming en-masse farmer groups incollaboration with NGOs, self helpgroups, agric-processors, modern retailersand agri-exporters for direct marketlinkage. Besides, the governmentshould allow duty free import of agriprocessingmachines and other incentivesto promote food processing industries,”he said.
  2. 2. Freeing FoodRoti, Kapada aur Makkan is the age old tnumviratethat has dominated the landcapeof politics and planning in India.The Food StrategySummit organised byTheEconomiclimes in New Delhi focused on theissue of food, which is beginning to requirelong term planning and management as ourpopulation continues to growand the demand for suste- An initiative bynance continues to increase. Inthe meantime, the agriculture TL%isector of India continues to be plagued by a series of problemsthat range from under developmenttomismanagement. The aim of thesummit, which brought together diverse stakeholdersin the sector, was to help articulate acomprehensive picture of the entire sector andalso perhaps help formulate a solution, or atleast the glimmer of an outline of one.The welcome address was given by Mr. 1KArun, EF and the keynote address by Mr. AshokGulati, Chairman, CACP. As the panel pointedout, one of the biggest challenges facing thesector is to ensure food security for the nationeven as the sector itself is in a marked state ofdecline. The panel, comprising Surojit Shome,CEO & Country Head, Rabobank InternationalGroup; Dr. U.SAwast hi, MD, IFFCO; Mr. DirkJanKennes, Global Strategist RabobankInternational and Mr. Raju Kapoor, ED at theNSAI outlined the issues. The growth is not onlystagnant but complicated by issues such as accessibilityof water for inigation, power andmost of all, the incentive that would motivatefarmers. And the aim of the first session was tonot only identify the problems but also putthem in the perspective of a larger framework;that of national plannin& the role that the agriwituresector plays in an economy, the impactof trade balances upon the sector, etc. The secondsession focused on business end of theagriculture sector. The panellists placed theIndian sector in the global contextof agricultural trading. SoIndian sector in the global contextof agricultural trading. So
  3. 3. while Mr. Jaspervan ScailcHead -Trade & CommodityFinance, Singapore, Rabobank International explained the_________trade flow model for agriculture,others such as Mr. Anjani Sinha, MD &CEO, NSEL and Mr. Kevin Eikerman, MD, AdmAgro Industries Pvt. Ltd, Mr. Iijay Kumar, CBO,NCDE,Mr. Somit Mukherjee, Head-Procurement & Planning Deptt Dabur Indiadiscussed some of the restrictions on IndianAAgriculture that hamper its growth.Agriculture is big business around the world,sensitive to international trends but far moreprone to risk in some senses since so much ofit, especially in the Indian context is managedless by planning and technology and more bychance. So the worry facing the investors is oneof managingtheir risk and yetatthe sametime, ensuring investment in the sector withoutwhich Indian agriculture cannot grow andmove into the next phase.Of course, the state of agriculture in a nationis inextricably linked to the nutritional state ofthe natIon. It is no surprise that the situationA ACONSUMER CONNECI INITIATIVEIndia is not rosy. We are, as a nation, nutritionallychallenged as pointed out by Dr. PradiptaSahoo, Business Head Horticulture, Mother -Dairy Fruit & Vegetable Pvt. Ltd. ,Mr. AsitavaSen, Sr. Diredor & Head FAR & Advisor� - çRabobank Group looked the protein demand -supply gap. And as yet we have also notachieved equal access to food for all the citizens.As the third session focused on managingthe protein demands of a population it alsoemphasized that an integrated approach wasthe only solution. Others such as Mr.BhupinderSingh, MD & CEO, Vista ProcessedFoods Pvt Ltd. shared not only some possiblemodels that had met with success but also,how apply them to the entire sector instead ofthe few pockets it had succeeded in.The last session looked at perhaps one ofthe most unique problems faced by the sector-Indian agriculture is dominated by severefragmentation of landholdings, with the averagefarm size being miniscule. This poses achallenge in terms of integration and planning.On the one hand is the example of the
  4. 4. European agriculture model, which was explainedby Mr. Mathjis Mondria, MD & GlobalSector Head Farm Inputs, Rabobank -International. On the other hand was the perspectiveof Mr. Bhupen Dubey, Head -Operations, UPL, that small land holdingscould be the key to success and not an obstacle.The picture that emerged overall was aninteresting one.For a start we need to makefarming lucrative for the farmers instead ofthe grinding punishment it seems to have become.These thoughts were shared by: Mr.Anil Jam , MD & CEO, Jam Irrigation SystemsLtd., Mr. Sanjay Goenka, Director & President,3F Oil palm Agrotech Pvt. Ltd., Mr. Swapan Kr.Datta, DDG, ICAR, Mr. Sachidanand Madan,Head India Operations, Technico Agri -Sciences LtdMR. KARAN A CHANANAThe farmer cannot be subsidisingthe urban poor. Wehave to move away from thisability of ours to restrainfood movement, whether it isimports, exports or movementwithin the country as itdepreciates value andopportunity to all stake holders,making availabilityinconsistent to the consumers.The challenge andthe opportunity also is tobuild large scale processingand distribution capacity inthe country This would furtheraugment Indian produceto be branded nationally andinternationally.