Organic e-commerce platform to directly link farmers with retail: Govt

Organic e-commerce platform to directly link farmers with retail: Govt

The organic ecommerce platform 'Jaivikkheti' is being strengthened for directl

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The organic ecommerce platform ‘Jaivikkheti’ is being strengthened for directly linking farmers with retail as well as bulk buyers, the agriculture ministry said on Thursday.


In a world battered by the COVID-19 pandemic, the demand for healthy and safe food is already showing an upward trend and hence this is an opportune moment to be captured for a win-win situation for farmers, consumers and the environment, it said.



Advisories to state governments on supporting direct marketing in order to decongest mandis led to a number of states issuing orders and amending legislations, thereby opening up market options to farmers, the ministry said.


“Working within the constraints posed due to disruption in logistics, access to regular markets, decrease in demand, number of states and clusters innovated and converted this crisis into an opportunity,” it said in a statement.


For instance, the Green Caravan of Kohima created market linkages from all villages of Nagaland to urban areas for vegetables, handicrafts…



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