Additional Chief Secretary, Agriculture Production Department recently said that branding activities will include creation of two Agriculture Branding Centers, mapping of existing branding practices, farmers/FPO brand building training and workshops, and integration of branded niche products with the tourism and hotel industry. Lastly, rural business and service hubs will be established in production areas.
The Directorate of Horticulture, Planning & Marketing will be responsible for on-ground implementation of the project and will serve as the nodal agency for providing unified licensing to potential traders.
The government of Jammu & Kashmir is set to implement this new project that aims to transform the agriculture sector through a multi-faceted approach. This approach includes market reforms, development of infrastructure, and promotion of institutional building and capacity development of Niche Product Marketing FPOs.
Market reforms will bring transparency and fairness in trading practices, genuine price for produce, increase the number of buyers, and fair competition. This will result in an increase in producers’ share in consumer rupee. Infrastructure development will create an efficient and effective market ecosystem, minimize value loss, overcome distress sale, improve logistics, adhere to quality standards, ease of doing business, target unattended geographies, waste to wealth, and minimize environmental pollution.