Season Finale

Electra,one of the first organic caterers for baked goodies,completed a year on Saturday and Jennifer Mallick,the owner,is all smiles.

Electra,one of the first organic caterers for baked goodies,completed a year on Saturday and Jennifer Mallick,the owner,is all smiles. But then,the Bandra-based housewife-turned-professional baker never stops smiling. This is something that the regulars at Farmers Market in Bandra have noticed. She smiles when customers praise her black grape muffins and doesnt let it fade even if they complain that her cakes and cookies are costlier than the ones available in the market. Ive never liked those ultra sweet cakes you get with a thick layer of icing, she says,adding,I prefer using fresh ingredients,wheat or rice flour,and unpolished sugar in my baking.

As the Farmers Market wraps up today,Mallick couldnt be more happy about the season shes had since it started last October. The 40-year-old organic cohort,who struggled to find a foothold nearly a year ago,is now getting more orders than she can handle. But she isnt the only one.

The Farmers Market,a brainchild of nutritionist Kavita Mukhi,put several local organic businesses in the spotlight this season. This includes Young,a brand of organic skincare products and cosmetics made from ghee and honey. It has been exporting its products to Europe and America but struggled in the Indian market. Curios Exquis started selling household items such as fruit baskets,bags and spice boxes,and is now expanding. It even has a dedicated Facebook page for clients to place orders. Another brand that got attention was Govind Milk and Milk Products,which produces organic milk,dahi and ghee.

But one of the most memorable launches belongs to the mother-daughter duo,Sarita Gogia and 12-year-old Yukta. Their red rice dosa counter can be spotted by following a long queue of customers. Were getting nearly 10 orders from customers every week, says the older Gogia who does the cooking,adding,As of now,we ask people to come and pick up their orders. We dont have a plan for how well expand in future,but we know we want to maintain our quality and be affordable.

As farmers shift focus to cultivation for the next harvest of fruits and vegetables,local organic entrepreneurs are happy to have connected with their buyers. This is our third season of Farmers Market and it has been our best one yet, says Mukhi,adding,Its nice to see so many new ventures based on this model.

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