fresh from farm to families' front
This is an initiative to create direct market access for farm fresh produce of our farmers.
Why? Farmers, specially small-scale, face difficulties in finding established markets & become
dependent on
middleman
Problem: Farmers can't compete with run of the mill ecommerce to fulfill small individual orders.
Solution: The problem is solved if they get bulk orders.
Who can order in Bulk? Corporates, Urban Housing societies, others
How? Corporates regularly gift their employees & customers in hundreds.
Housing societies can pool the orders from their members with the help of a society coordinator. Other bulk
orders may be personal gifting on festivals & occasions etc.
So, if you are a corporate gifting your customers & employees, a housing society, or anyone else having a bulk order why not order directly from orchards? This initiative connects the communities. Your support will positively impact the lives of our farmers by giving them much needed market access for farm produce.
Corporates regularly gift their customers & employees. A lot of thought goes into their gifting because the
gift should be thoughtful, memorable, and useful. What if it is also premium, unique, and healthy?
Kinnauri apples can be an ideal gift and help you break through the noise. They are special apples from
orchards perched above ten thousand feet in Himalayas. What can be an eco-friendlier gift & also earn you
the gratitude of the farmers? Because all a farmer needs is your bulk order, not any charitable donations.
Kinnauri apples are premium. They are sweeter, crunchier, juicier, & have a long shelf life. Highly suitable
for gifting. By gifting Kinnauri apples the corporates provide direct market access to the farmers which is
as good a CSR as any. Itโs like adopting an orchard, supporting sustainable farming, and a
whole ecosystem
of wildlife. The bulk gift order makes it possible for the farmers to deliver directly.
Corporates can book in advance which gives the farmers the peace of mind & they can plan better.
Orchard, Meet the Urban Community
It may be too ambitious, if not too late, to bring every household in a metro like Mumbai within walking
distance of a well-cared-for living and breathing orchard, run by a farmer community. But we can bring the
produce of an orchard to a household living in a housing community, without the need for a middleman. This
needs a bridge which connects and celebrates the remote farmer and the household community.
Fresh From Farm
Farmer Negi and many others like him can directly supply apples and other farm produce, Fresh
From Farm if
we are able to order in bulk.
The Power of Community
Most households in a metro city like Mumbai live in community housing known as co-operative >housing
societies. The housing society can order in bulk if the orders of individual members are combined.
That's
the power of community. To unlock it all you need is a coordinator from every society.
When the farmers & the housing society come together the farmer gets a bigger order, enabling him to deliver
farm fresh produce directly.
To connect the two communities, we need a bridge. A bridge which brings the Orchards into the heart of the
urban communities and a smile on many faces.
This building of bridge and coming together of the communities is not possible without you. After all a
bridge needs many strong pillars of support. Like you.
Take a lead in helping your housing society buy collectively and directly from the remote farmer community.
With community leaders like you we can add housing communities across Mumbai and suburbs and connect with
Farmer communities across India. A farmer like Mr. Negi can have presence in our homes and hearts. Letโs
build that bridge, one pillar at a time.
All you have to do is coordinate on behalf of your housing society. Be the interface.
This concept, like many others, is enabled by developments in technology & communication. At the heart of it was direct market access for our farmers as well as the recent supply disruptions in fresh farm produce affecting both farmers in rural areas as well as households in many large cities. We will use this website along with WhatsApp to keep communication simple.
We tested this concept as an experiment in 2020, the year of social distancing. We covered just one product- apple, just few farmers from Ribba village in Kinnaur, and few housing communities in Mumbai & Suburbs, Thane and Kalyan & Dombivli. It was lots of hard work but worth it.
We believe this is an experiment whose time has come. We are sharing our experience & some testimonials. Pandemic & social distancing triggered disruptions for farmers & urban consumers but it also gave us the idea to build bridges and connect the communities. We helped move about 3500 Kgs of premium Kinnauri Apple from Ribba village to Housing Communities in and around Mumbai. This is just about 0.1% of the apple production of one village Ribba!
Did We Bring the Orchard into the Heart of Urban Community?
You be the judge. But either way, no harm in experimenting a bit. And especially if you are a society member
it can be fun taking the lead to represent your society. To be the interface between your society and the
farmers.
All you have to do is coordinate with your society members. Chances are you may already be doing that.
When orchard knocks at the doors of the urban communities and nurtures them with its fruits won't they give
back and help orchards to bloom and realize their potential?
In this time of climate change many of us are motivated to do our bit but also feel disempowered. This
coming together of orchards and urban community is indeed a way for us to take positive action on tree
coverage and biodiversity loss also.
If all this interests you then we are united in our motivation to build the bridge which connects the
orchards to the urban communities and touches many lives and nature positively.
Letโs make this experiment bigger & better. Hoping to connect with many community leaders like you from
housing societies across Mumbai & suburbs, Navi Mumbai, Thane, Kalyan, Dombivli, and beyond.
Kinnaur is a beautiful Himalayan region up north. It is famous for the Kinnauri apples- some of the best
apples in India. You can now order these premium apples directly from the farmers.
Farmers can't deliver individual orders- like a run of the mill e-commerce company. You must first
volunteer & register your housing society. Then pool orders, from your society members, which farmers can
deliver.
When You Volunteer