In a strategic move to enhance farmers’ earnings, the Odisha government has established a market linkage for Apple Ber from Dhamnagar Block in Bhadrak district to markets in Angul and Dhenkanal. The initiative, led by the Department of Agriculture & Farmers’ Empowerment and the Directorate of Horticulture, has resulted in a 25% higher price realization for local growers.

Promotion and Stabilization of Farmer Producer Organizations (PSFPO)
The project was implemented under the Promotion and Stabilization of Farmer Producer Organizations (PSFPO) scheme. It involved the procurement of 1 Metric Ton of premium Apple Ber varieties, including Ball Sundari, Kashmir Sundari, and Thai Green, ensuring quality supply for the targeted markets.

Role of Farmers’ Producer Companies
Golden Agro Fed Farmers Producer Company Ltd. played a crucial role in aggregating and trading these varieties. By reducing dependence on intermediaries, the company helped farmers access better prices and enhanced market transparency.

Strengthening the Value Chain and Livelihoods
This market-led intervention has strengthened the Apple Ber value chain in Odisha, boosting farmers’ confidence and improving livelihoods. The initiative aligns with the state government’s broader goal of fostering sustainable, inclusive, and farmer-centric agricultural growth.

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