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AP&FW deptt hosts interaction with IIM faculty on branding, marketing of J&K's Specialty Agri Products

JAMMU: Department of Agriculture Production & Farmers welfare Jammu today organized an interactive session with Indian Institute of Management (IIM) Jammu faculty, here at Krishi Bhawan Talab Tillo.

The meeting was conducted to discuss the way forward for value addition, brand promotion and marketing of specialty agriculture products like basmati, honey, rajmash, guchhi, snow mountain garlic, saffron, Anardana, kaladi and kulthi.

Joint Director of Agriculture (Marketing), Rajan Sharma; Joint Director (Mushroom & Apiculture Development) Iqbal Singh; Deputy Director Planning, Reshu Gupta; CAO Kathua, Vijay Uphadhya; CAO Jammu, A.S. Reen; CAO Samba, Sanjay Verma; Agronomist (Vegetable Improvement Scheme), J. C. Raina; Experts from IIM Jammu, Professor Jabir Ali, Dr. Archna Sharma, Dr. Akash Kamble, Dr. Mahesh G besides other senior officers of the Agriculture Department participated in the programme.

Director AP & FWD Jammu, K. K. Sharma on the occasion highlighted the peculiarities of Agri-specialty products and requested the visiting IIM faculty members to suggest appropriate models/interventions for streamlining the marketing of these products so that farmers may get remunerative returns. The Director underscored the importance of branding and value addition in making local specialty products globally competitive.

It was revealed that various farmers' welfare schemes are being implemented by the Department of Agriculture to enhance the production and productivity of crops, for doubling the farmers' income. The formation of Farmers Producer Organizations (FPOs)/ Cluster Based Business Organizations (CBBOs) and Agri-startups were also discussed in the meeting. Moreover farmers orientation from production to marketing as per emerging trends was also stressed upon.

The IIM team led by Prof. Jabir Ali keenly interacted in the meeting and acknowledged the efforts being put in by the department for agriculture development and farmers welfare. It was agreed upon that more such meetings will be organized in the future on a regular basis to develop the scope of working in tandem for promotion of specialty products. Further it was decided that agripreneurs shall also be invited in the future meetings so that realistic models can be framed with the involvement of all stake holders.

IIM faculty also affirmed their role in promoting "JMU-KHETI" brand recently launched by the department.

Later Director Agriculture along with the other participant visited Vegetable Demonstration Unit at Krishi Bhawan Talab Tillo Jammu where he inaugurated first picking of Pink Okra (variety Kum-Kum). It was apprised on the occasion that cultivation of Pink Okra has been done for the first time at the Vegetable Demonstration Unit under Vegetable Improvement Scheme.

The Director also inspected the Okra (Diana), Brinjal (Navkiran & Shayamali), Tomato (Abhilash), Sweet Corn (6881), Cucurbits (under Bower System), Intercropping of Pumpkin in Summer Apple (Harman-99) and different ornamental plants.

The visiting team was also shown the medicinal and aromatic plants and vegetable crops being raised in Growbags to promote rooftop/urban farming.

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