Joining the Demand-Supply dots
Posted in Experiments on 19. Feb, 2011
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.
