Paradigm Shift

Sustainable farming is a broader concept which focuses on environment conservation,economic support to the farmer,and diversity of plants grown. In this scheme’s context, it requires consumers to commit to purchasing a tokri every Monday for an entire season so that the 12 or so participating farmers,including Hussein,can plant vegetables keeping in mind the number of guaranteed buyers. The farmers are additionally sheltered from market forces as a 3kg tokri is at a fixed price of Rs 200 for the entire season that runs till February/March. Lastly,the farmers benefit by getting to pick and choose an assortment of six vegetables in the tokri based on the harvest that week (it only guarantees one leafy vegetable).

The benefits for consumers are just as immense. “The organic food is grown with a lot of attention and care and you know who is planting your food and where it is coming from. Additionally,we focus on local,native produce that is seasonal and fresh,” explains Hussein. One of the consumer members of MOFCA,Neesha Noronha,acknowledges that the price is higher than non-organic vegetables,but points out that,“what you’re paying for is to keep the soil,the farmer and you healthy.” One of the most attractive features for some consumers,such as entrepreneur Azeem Zainulbhai,is the fact that the configuration of the basket is unknown; “as an amateur chef,it allows me to be creative based on the ingredients I have.”

Kalyani Uppendahl,a farmer representing the NGO Saha Astithva,points out that one of the six vegetables will be a little known vegetable and Hussein,a Culinary Institute of America graduate,will provide a recipe for people not familiar with them. “Our NGO works with tribals to restore soil so that native species do not disappear. These tribals forage for us and help find tubers and plants that most urban dwellers would not have heard about,” Uppendahl says.

Part of being an association between farmers and consumers means that the group has decided not to opt for third party certification that their produce is organic. Hussein does not feel it is necessary,saying “we are working on a model called Participatory Guarantee System,which means both consumers and farmers set criteria for farming practises. We encourage customers to visit farmers to see how their food is grown and build a relationship with the farmer.” Since the farms are within 200km of Mumbai in places such as Bhiwandi and Ganeshpuri,some of the farmers,like Hussein,live partly in Mumbai and can commute between farm and home.

Unlike the farmers’ market,this initiative represents a paradigm shift in the way consumers contribute to agriculture. By guaranteeing demand and knowing the source of food,it brings both closer and educates consumers on how food is grown. As a bonus,this food happens to be organic.

The tokri is also available in a smaller 1.5kg size at Rs 100,and registrations for both ends September 1. Pick-up locations are at Fort,Peddar Road,Bandra West,Andheri West,Vile Parle East and Chembur.

Email mofca.consumers@gmail.com for more information on the Hari Bhari Tokri scheme.