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Amul to Pioneer Organic Revolution with New Multi-State Cooperative Initiative

India 10.07.2024
Source: The DairyNews
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Amul India, under the leadership of Managing Director Jayen Mehta, is set to make a significant impact in the organic food market. With the launch of a new multi-state cooperative initiative, Amul aims to bridge the gap between producers and consumers, delivering high-quality, chemical-free food while promoting sustainable agricultural practices.
Amul to Pioneer Organic Revolution with New Multi-State Cooperative Initiative
Amul
Amul's entry into the organic sector is driven by the need to provide food free from chemical fertilizers and pesticides. The initiative will not only contribute to the health of the nation but also enhance soil productivity and carbon content, crucial for feeding 1.5 billion people in the coming decades.

The cooperative, promoted by Amul along with NDDB, KRIBHCO, NCDC, and NAFED, will assist farmers in transitioning to organic farming. This includes helping them obtain certification, processing organic raw materials, and marketing the final products. Amul has already launched around 25 organic products, including various types of rice, pulses, ginger, turmeric, sugar, jaggery, and spices.

Mehta emphasized the importance of connecting producers with consumers and ensuring that products are free from harmful chemicals. Amul's approach involves sourcing from certified organic farmers and processing the raw materials in certified facilities. The initiative is backed by a collaborative effort involving several institutions, aiming to scale the organic movement nationally.

To achieve this, Amul plans to expand its reach across India, leveraging its extensive distribution network. The brand is already present in over 50,000 outlets and aims to educate both farmers and consumers about the benefits of organic products. This effort includes debunking the myth that organic products are prohibitively expensive and making them accessible to a broader audience.

Amul's commitment to organic farming is further supported by the Bharat brand, promoted by the new multi-state cooperative. Together, these efforts are set to revolutionize the agricultural landscape in India, ensuring sustainable practices and healthier food options for consumers.
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