The Chorao Farmers Club has undertaken a new initiative expand its marketing of produce from member farmers. We believe that for India’s development to be more equitable than recently, more farmers need to be encouraged to become entrepreneurs in the food business.
Mukund Khandeparkar is one such farmer, who has decides to invest in a cottage-scale unit to process his own traditionally grown organic Goan cashew. The first experiments in this have been quite successful, though Mukund sees this as a part of a process that will create even more improvement in his family’s farm business model. Supported by his brothers and his family he has set up a small enterprise to process the cashew, which is sold via the Chorao Island Farmers Club brand and also from his own retail store.
The initial results of the experiment have been extremely promising with some success with direct retail sales, sales via supermarkets and also sales to a 5-star hotel client in Goa.
We’ve had a lot of enquiries about Aamcho Chorao Mancurad Mangoes starting January 16th, so we thought that we’d share our plans with you…
1. First the bad news :-S. Our mangoes will be a little late because of the climate that we’ve had this year and are expected only around April 25th.
2. However, there is good news too 
. We will increase our supply of mangoes available for sale to 800 (1-dozen) boxes available to Mancurad fans from Goa and we will NOT have a 4-box limit like last time.
3. We’re opening up our orchards to you. Several of our customers last year mentioned an interest in visiting our organic mango orchards in Chorao. We had our first visit on Sunday, 27th March and are going to be having more weekend visits as the mangoes ripen (from April 10th onwards).
Please contact us if you’d like to be a part of these 4 hour excursions – Adults Rs. 100 and children below 12yrs FREE.
4. You can book now. Bookings for your mangoes are opening on April 1 (not an April Fool’s joke) and you can call us on +91-95525-25260 to book yours. Please keep in mind that deliveries will be on a first-come, first-served basis AFTER April 25th only.
5. Our Mancurad mangoes 
are still delicious, 100% naturally ripened, 100% organic, affordable and delivered to your doorstep. As usual, our prices will remain FIXED for the entire season —
Small Rs 265/- per dozen
Medium (Regular) Rs 335/- per dozen and
Large (Jumbo) Rs 430/- per dozen (subject to availability).
The paradox that exists in trying to encourage the growing and consumption of organic food in Goa is this — farmers unwilling to grow because they are afraid of decreased yields causing income loss while simultaneoulsy consumers are unaware about if and where they can purchase organic food on a regular basis, and whether it is geniuinely organic.
This creates a sort of chicken-and-egg situation when we are trying to promote the idea of organic.
Step 1: Supporting farmers as they switch
We decided that the best way to encourage our farmers to take the leap is by handholding them through the growing process (so that their yields are protected) and helping them sell their produce to the consumers that really care about organic food.
Step 2: Ensuring that we are 100% organic
Miguel and Yogita have closely overseen the experiment by the three farmers for the last 8 weeks to ensure that the right methods are being followed. The next step would be to get PGS certification once there is a group of at least 5 farmers who are willing to do this. Because there is complete transparency and a very short supply chain, you can actually identify where the food you buy has been grown.
Step 3 : Creating a direct distribution channel to fans of organic
We have also created direct access to consumers by approaching them (by phone, email and SMS). Consumers have been happy and supported the initiative while the farmers are able to have their produce sold. Since the transport of vegetable is currently being subsidised, prices are on the lower side. However, in the coming seasons this would also need to be reflected in the pricing of the food.
Here is how our order fulfilment works (click image to enlarge).
This experiment to provide city folks with season vegetables (primarily in Panjim because of the proximity) — shall continue and hopefully give other farmers’ confidence to provide local, chemical free, seasonal vegetables in their localities.
Bags full of 100% organic, farm fresh veggies
We’ve begun harvesting the vegetables from our plot. There’s a steady stream of radish, knol khol, tambadi bhaji, coriander, methi, spinach and the occasional pumpkin form the last monsoon that was also grown 100% without chemicals. We are selling these vegetables in Chorao and also in Panjim.
Knol khol or gadde
Pump-house ready to be used
The pump-house is now ready to be used. Laterite stones that were removed form the laat structure have been used to build this.
Panchagavya - an effective plant growth promoter
Panchagavya, a preparation of 5 cow products (dung, urine, milk, ghee and curds) is abound with microorganisms – the ‘cooks’ that make the food present in the soil available to plants – and thus promotes growth and builds resilience of plants.
Typically Panchagavya can be made on-farm, but for this experiment we are using readymade Panchagavya. Jafar and Salma Ali of AgriHelp in Pallakad, Kerala make, bottle and send it to Goa (now available at Green Essentials). Detailed instructions on how to make Panchagavya can be found in Dr. K Natarajan’s book available at the Other India Bookstore in Mapusa.
Spraying a diluted solution of Panchagavya on all plants
For each 1 ltr of water, 30ml of Panchagavya is used. A foliar spray of this helps provide leaves a boost and thus promotes vegetative growth, besides acting though increasing microbers in the soil.
A watering hole
The well being in one corner of the plot makes waterring difficult at the other end of the field. Thus, a water reservoir was made in the middle of the field where water is pumped and stored. From heere the water is further distributed to plants in the other half of the field. Panchagavya can also be added to water in this reservoir before watering the plants. LOTS of chillies are seen growing around this watering hole.
