Organic bazaars come to small towns; farmers bypass middlemen

October 15, 2013 0 Comments

Madhvi Sally, ET Bureau Oct 12, 2013,

NEW DELHI: Organic food, fancied by the health-conscious metropolitan elite, is finding customers in smaller towns ranging from Aurangabad to Shantiniketan and Kanyakumari. Many farmers are selling organic vegetables in small towns at a relatively small premium over the chemical-laden vegetables, and are making money by bypassing middlemen.

In Aurangabad, dozens of farmers set up stalls for organic vegetables every Sunday for their regular buyers – not the expat in a Mercedes, but the local postman, schoolteacher, a manager of the nearby state-run bank and others.

Prices are up to 15% higher but business is brisk. “Our organic bazaar is for the common man. We feel that even a postman should be able to afford it,” says Joy Daniel, who helps farmer set up their stalls in Aurangabad and is the director of the Institute for Integrated Rural Development (IIRD).