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Government of Meghalaya’s marketing initiative for Pineapple farmers

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Shillong, Divya Rashtra/ The Government of Meghalaya’s ongoing market linkage initiatives have resulted in the export of 3.5 MT of organically grown pineapples to the Middle East. This marks the first international consignment for the current season under the Memorandum of Understanding (MoU) between the Meghalaya State Agriculture Marketing Board and Lulu Group International. The MoU was signed in presence of the Hon’ble Agriculture Minister Dr. Mazel Ampareen Lyngdoh November 2023 during the ‘World Food India’ event organised by the Ministry of Food Processing Industries, Government of India.

Significantly, this year’s pineapple exports have shown a marked increase in price realization compared to previous years, driven by fruit quality and strategic market positioning. Last year, exports of 20 MT of GI-tagged Khasi mandarin to Dubai achieved doubled price realizations compared to local markets. This year’s consignment continues to meet international standards, reinforcing Meghalaya’s reputation as a supplier of premium agricultural produce and ensuring better returns to the State’s farmers

The pineapples were sourced from the several villages of Tikirikilla block of West Garo Hills, under the supervision of the Muktidata Multipurpose Cooperative Society. As the season unfolds, additional consignments from other parts of Khasi and Garo Hills will be dispatched, further enhancing the farmers’ income.

This trade is part of the ongoing initiative titled ‘Meghalaya Collectives’, which is a Government of Meghalaya’s strategy towards collective marketing of small-scale farmers of the State. Through this initiative the government is providing packaging, branding, testing and marketing support to agri-entrepreneurs and farmer cooperatives of the State. The initiative endeavours to expand into new domestic and international markets for agri-produce of the State’s farmers, leveraging modern trade channels, e-commerce platforms, and partnerships with prestigious brands.

Another step in this direction is the recent collaboration with Mother Dairy Fruit and Vegetable Pvt. Ltd., under which a trial shipment of 250 Kgs of pineapples was sent to Delhi. These pineapples were made available for sale and free sampling in 10 Safal retail outlets across Delhi. The Pineapples received a very favourable response from the consumers which resulted in Mother Dairy Pvt. Ltd. placing an order of over 300 MT for the current season with plans to expand sale to many more outlets as the season progresses. The price realisation for pineapple farmers through this trade is expected to be nearly double of what they receive in local markets. Mother Dairy has also made a commitment to further explore similar linkages with other Spice and fresh produce from the State.

Hon’ble Chief Minister Shri Conrad K Sangma recently visited a Safal outlet (Mother Dairy’s fresh produce retail chain) in New Delhi, highlighting the State’s dedication to promoting its agricultural produce. This initiative aims to establish a consistent value chain, ensuring regular availability of fruits to customers in Delhi and beyond.

Managing Director of Mother Dairy Fruit and Vegetable Pvt. Ltd., Shri Manish Bandlish remarked, “Introducing Meghalaya’s pineapples into our product range showcases the region’s rich agricultural diversity. We look forward to working closely with farmers, supported by the Government of Meghalaya, to offer more unique products from fruits to spices.”

The Meghalaya Agriculture Marketing Board and the Department of Agriculture and Farmers’ Welfare will continue to prioritise the market linkage efforts with an aim to make Meghalaya synonymous with high quality agri-produce and double the income of the farmers of the State.

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