Organic Produce & Their Significance

The most important factor in Organic products is the absence of external chemicals which are harmful to the soil, water bodies, animal and human health. Market forces have worked in a positive manner to enable a higher price for organically grown products. This ensures that the product is safe and good for health and the environment. Each one is aware of the harmful effects of pesticides, fungicides, herbicides and other dangerous sprays. But in a country like India, which has to feed a huge population, it is believed that without fertilizers and chemical inputs growing anything is difficult. Pests, parasites, insects and other crop raiders are becoming more and more immune to the levels of pesticides – forcing farmers to apply even more to get a lot less than before. This intensity of inputs into the soil is impacting water bodies, spreading diseases and creating an environmental hazard. In the Nilgiris also, the use of chemicals by tea growers and vegetable farmers are extensive. Chemicals are finding their way downstream through water bodies which are the source for drinking to other low-lying villages. This needs to be reversed. In tribal areas, traditionally the use of such chemicals have been non-existent (to a great extent) primarily due to the remoteness of the villages and the affordability.

Survey of Organic Markets

Keystone’s experience from the past years points out that the efforts of marketing organic homestead produces and forest products, grown and collected by indigenous communities, needs to be expanded. It is important for the expansion and sustainability of the marketing effort to develop local marketing concepts. A step in this direction is to study the demand side- the customer profile, their needs and requirements with reference to organic products, especially from the Nilgiris. This information will help Keystone in product development, alternate marketing avenues, improving in packaging and increasing the range of produce. It will bring the consumer and producer closer and help bring change in the Nilgiris, increasing the preference for organically grown products.

Last Forest Natural Produce

Products of the Organic Market Development Group are available at the 4 Green Shops and a host of other places. Soon, there will be launch of internet sales through the site www.lastforest.in – keep following!!

Tamil Nadu

• The Green Shop, Johnstone Square, Kotagiri; ph 04266-273887
• The Green Shop, Jograj Buildings, Bedford, Coonoor; ph 0423-2238412
• The Green Shop, Club Road, Opp. Hill Bunk, Ooty; ph 0423-2441340

Karnataka

• The Green Shop, Inside the Green Hotel, #2270 Vinoba Road, Jayalakshmipuram, Mysore; ph 0821-4281883

Introduction

The origin of our marketing initiative is interesting. The honeyhunters needed an assured marketing support. Thus, with the intention to give the honeyhunter a better price for an improved product, the marketing venture was taken up. Keystone wanted to clearly establish this as a `business venture with a development objective’ and approached the Small Industries Development Bank of India (SIDBI) for support.

The marketing venture soon expanded from honey and bees wax products to other homestead items grown in small quantities by the communities. There are spices and coffee, organically grown but which would fetch a low rate from the traders due to inaccessibility of villages and trade malpractices. The procurement price set by Keystone, doubled the prevalent the honey purchase rates, added 10% for organic homestead produce to the prevalent wholesale market prices and placed a price on bees wax, which was being wasted.

Keystone sells through a network of distributors and through its `Green Shops’ in Kotagiri, Coonoor and Ooty.

The Purpose Behind Enterprise

It began in 1995, with the purchase of honey and bees wax but today encompasses a huge range of products that are not only collected, harvested, processed & packed in village value addition units but produce that is also sourced from similar like-minded organisations. The focus areas for enterprise development are the following:

• Local Marketing – promote local trade and marketing in local / rural areas with indigenous groups and establish a chain of Green Shops in urban areas. Diversify food, craft and artisan products for larger benefits to primary collectors and producers and build their stake in the enterprise.
• Certification – initiate organic certification for small farmers to retain the biodiversity in small homestead farms and arrest drastic land use change. Contribute to the knowledge of forest certification for encompassing biodiversity and cultural practices which go beyond non-chemical presence.
• Value Addition – add value and generate income at the village level through products brought out from projects and produced; gathered traditionally in farms and forests.

Green Shops

The Green Shops are the marketing wings of the Enterprise Development Group. The shops sells products under the label of `Last Forest Natural Produce’  which conveys the significance of protecting and conserving the last remaining vestiges of our natural heritage. The popular acceptance while having a sales unit is to expand sales as much as possible. We differ from this school of thought as we feel that the greatest impact and the smallest ecological footprint will be visible when the origin of a product and its consumption is not very far from each other. This encouraged us to open `Green Shops’ in the three major towns of Nilgiris District.

The idea of having a chain of Green Shops was to have a space for promoting alternative lifestyles, as a resource base on topics related to Environment and Development. We strive to achieve a balance between customer demand and sustainable production. We are constantly trying to achieve a target that is economically and ecologically sustainable for both, the adivasis and forest resources. In addition to forest resources, we also promote many homestead produce like spices, traditional millet, tea and coffee. Besides, there are products from other development projects such as food items, handicrafts, textiles, pottery and so on.

The shops also serve as a promotional and educational unit for resource books, maps, posters and reports that are compiled as part of our projects. (more…)