World Food India 2024: Meghalaya’s Pavilion Unveils Innovative Livelihood Solutions and Local Food Brands by Farmers of Meghalaya
As part of efforts to promote market access for products from local farmer collectives, the Directorate of Food Processing, Government of Meghalaya participated in 3rd Edition of the World Food India 2024 as a ‘Focus Partner State’.
The Ministry of Food Processing Industries, Government of India organised the third edition of World Food India 2024 starting from September 19, 2024, to September 22, 2024. With the theme ‘Processing for Prosperity,’ the event hosted a distinguished array of dignitaries and ministers from various states collectively reflecting a collaborative spirit and commitment to addressing food challenges. The programme highlighted the true potential of the food processing sector in transforming India into a global food basket.
Dr Ashish Kumar Bhutani, IAS, Secretary, Ministry of Cooperation, Government of India in the presence of Dr Vijay Kumar D., IAS, Commissioner & Secretary, Agriculture and Farmers’ Welfare Department inaugurated the Meghalaya Pavilion that featured the launch of Meghalaya Collectives with twenty-one food processing brands and FPO’s.
Under this Meghalaya Collectives initiative, the Government of Meghalaya plans to provide a platform for more than twenty exclusive brands of the state to easily access through the domestic and international markets. These brands include value added products made from renowned Lakadong Turmeric, Khasi Mandarin, Kew Pineapple, Local Ginger, Cashew Nuts and many other indigenous products.
A Memorandum of Understanding (MoU) was also signed between the National Cooperatives of Organic Limited (NCOL) and MEGNOLIA to create a partnership focused on the procurement, marketing and sale of organic products from Meghalaya. This agreement facilitates MEGNOLIA’s promotion of organic farming and the expansion of the market for local non-perishable organic produce, with NCOL utilising its marketing network to increase product value.
The MoU was signed between Dr Vijay Kumar D, IAS, Commissioner & Secretary, Agriculture and Farmers’ Welfare Department, Government of Meghalaya and Vipul Mittal, Managing Director of NCOL.
Bhutani said, “The innovativeness and uniqueness of Meghalayan farmers have always impressed me. I am amazed by the type of packaging and processing of the produce. I am sure with the NCOL link, they will be able to take it far and wide. Let us give our farmers, the assurance that every grain grown by them will be purchased at a remunerative price. The is the assurance that we want NCOL to give the farmers, so we can get greater volume for selling in International markets.”
While signing the MoU, Kumar reflected on the Government’s vision towards launching the Meghalaya Collectives. He said, “It is a wonderful day for Meghalayan farmers. The state is predominantly tribal, and the communities work collectively with a communitarian culture. Therefore, we thought that there should be a brand to represent the culture and the people. There are a number of cooperatives, FPOs, SHG for women. These different collectives create a plethora of products. We want all our farmer collectives to have their own brands, which the government will co-brand. Thus, all the different products will be supported through Meghalaya Collectives, in collaboration with NDDB, NCOL, APEDA, and the Government of India, to provide them with a much larger platform.”
Mittal emphasised, “We look forward to providing market access to certified organic growers, especially to the cooperative network. Our chief promoter is NDDB, which also promotes Mother Dairy. We are also promoted by GCMMF which promotes Amul, we are confident that we can provide huge market access to the farmers of Meghalaya using this marketing muscle.”
Subsequently, the Agricultural and Processed Food Products Export Development Authority(APEDA) also launched its report on promoting Agri-export from Meghalaya.
A panel discussion on building food-brands for remote community-based organisations took place with expert insights on branding and marketing strategies, real-life success stories from community-based organisations and interactive Q&A sessions. The panelists included R M Mishra, Chairperson, Meghalaya State Investment Promotion Board, Defenderson Shadap, OSD, Directorate of Food Processing, Government of Meghalaya (Moderator), Nitin Puri, Founder, KisaanSay, Vipul Mittal, MD, NCOL, Bhumika Malhotra, North Head, Zepto, and representatives from Entrepreneurs and Collectives of Meghalaya.
