Package Deal

A food company in Punjab ventures into food packaging and community participation

TWO years ago when a food company in Punjab conceived an ambitious project for providing extension services and undertaking contract farming, few thought it would succeed. But this model was implemented recently and ever since it has been earning accolades for venturing into a larger cause than mere profit making. The cause of empowering women in addition to promoting crop diversification and organic farming.

Punjab Agri Food Parks is now looking for guidance from Prince Charles8217;s Foundation. Prince Charles had visited the project site on his recent visit to Punjab.

The women working on the project, many of whom are widows and almost all are illiterate, have been silently contributing to this success story. But they are oblivious of the fact that the plant is expanding its base to become the region8217;s biggest hub making ready-to-consume food products for multinational companies.

8216;8216;This is a unique model of diversification and social participation,8217;8217; says Ankush Agarwal, managing director, Punjab Agri Food Parks. According to him, the company is trying ways to offer ready-to-eat food at just Rs 10 per package. Preparing frozen paranthas and samosas for exports are on top of the company8217;s agenda.

And in their plans, they are taking the local community along.

Ventures often fail because industry ignores participation of the community. 8216;8216;We are following a simple but effective model. Our farming extension teams surveyed the nearby fields for quality of soil and water. Then we interacted with farmers and encouraged them to undertake contract farming. We offer them seeds, monitor growth of the crops and tell them not to use chemicals or pesticides. They are on natural farming now and after three years they can switch to one hundred per cent organic farming,8217;8217; says Agrawal.

The success of the venture also lies in the fact that the company has encouraged farmers to break the routine wheat and paddy cycle and take to vegetables as well.

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The company also made a conscious attempt to employ women, says Baljit Kaur, an agronomist heading a team of about 100 women. The extension education team has also tried to convince farmers of the merit of savings.

8216;8216;We tied with the State Bank of India to provide them loans up to Rs 1 lakh to meet their seasonal requirements to buy seed and equipment without mortgaging their land,8217;8217; says Arun Sharma, another team leader at the company.