Innovative marketing workshop for small farmers in Goa

[ MIGUEL BRAGANZA ] The Director of Agriculture and Nodal Officer for RKVY in Goa, Satish S.P. Tendulkar inaugurated the day-long workshop organized by Botanical Society of Goa in association with the International Centre-Goa with part sponsorship by NABARD to address biggest issue that farmers face in achieving profitability: Marketing of their produce. The General Manager of NABARD, Dr. Satish Kulkarni, and Asst. GM of ICG, Mr. Kwaja Ayub Zickriya graced the inaugural session.

Speaking on the occasion, Mr. Tendulkar said that the directorate of Agriculture has drawn up schemes to support “Farmers Bazzars” in addition to the existing scheme to support vegetable production. These schemes were later explained in detail by Mr. Olavio Fernandes of the Directorate of Agriculture and Mr. Nevil Alphonso of the Goa State Horticulture Corporation.

Dr. Satish Kulkarni, a Ph. D in Agriculture turned banker explained the economics of agricultural marketing where the farmer at the farm gate gets only a small fraction of the retail price and how mining has made agriculture difficult in Goa. In addition, the land records are 30 years behind times, with fields still shown as owned by grandparents who are deceased and this makes the sanction of loans for agriculture in Goa very difficult. There may be competition by mining and tourism, but no farmer will willingly sell his land unless left with no other option, he said.

In the technical sessions , Mr. Karan Manral, marketing consultant, gave an overview of the agriculture marketing scenario in Goa. The current market system (for food products) is highly centralised and controlled largely by traders, which means that farmers are either unable to access customers or find the time and cost of doing so unaffordable. Clearly unless Goa’s farmers can become good entrepreneurs and innovate in their approach to selling produce, they will not be able to be competitive in the fast growing market for food.

Experiments with a local group of small farmers over the last two years — the Chodan-Madel Farmers Club — have shown that it is possible to sell produce profitably if a long-term strategy to employ non-conventional methods is put in place. The success of the “AAMche Mankurad” mango was explained in detail by Mr. Premamand Mahambarey, President of the Chorao Farmers’ Club of Chodan-Madel. These principles of professional branding and packaging, quality management and continuous marketing innovation have brought long-term success not just to one club, but to many small-farmers groups in India. Therefore the BSG is creating a forum for local farmers to hear about and benefit from these ideas, experiences and approaches too.

Mr. Sachin Anand Desai from Syamantak, Dhamapur-Kudal, Mrs. Sangeeta Shirsat of Institute for Integrated Rural Development (IIRD), Aurangabad, Mr. Ulhas Umarye, MD of Goa Bagayatdar Kharedi Vikri Society, shared their best practices. Mrs. Aparnadevi Jitendra Rane of Karapur Farmers Club, Karapur-Bicholim, Mr. Krishna Morajkar of Anjuna Farmers’ Club and Mrs. Michiko Barros of Betalbatim Farmers’ Club led the group discussions of farmers from their respective talukas and adjoining areas. Dr. K. G. Hiremath, Immediate Past President of BSG, Ms. Frieda Barreto, former Deputy Director of Agriculture, Fr. Inacio Almeida of Zagoti Natural Farm , Bhirondem-Sattari, Dr. John Carmo Rodrigues, Dr. Ajit Shirodkar and other leading farmers of Goa were also present at the workshop that was attended by 140 farmers from all over Goa who were interested in marketing.

This workshop was designed for the Botanical Society of Goa by its Joint Secretary, Ms. Yogita Mehra, who till recently was a Research Officer at TERI-Goa and the Principal Investigator for the Toyota Foundation project in Chorao, Goa. Miguel Braganza welcome the farmers and guests and also proposed the vote of thanks. Mr. Karan Manral summed up the days proceedings at the end of the workshop.