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Organic Food
Marketing
Opportunities and Challenges
Presentation
2
Product
• Agriculture’s contribution to GHG
emissions over 24%
• Extreme weather events affecting
farming
•...
3
Current Status
• The global market for organic products is growing
faster (CAGR 16%) than the global markets for
convent...
• India exporting organic products worth $ 515
million in 2017-18
• India exports around 1.35 million MTs of certified
org...
What is an organic
product?
The categorization of a product as organic
implies two main things:
• First, it is free from t...
01
02
03
04
05
Food Business Operators
Production/Collection
GrowingOrganically/naturally
Bulk Sales
Wholesale,whitelabell...
Agroecological
approach?
7
• Organic Farming
• Natural Farming
• Subash Palekar (Zero Budget) Natural
Farming
• Biodynamic...
Quality Assurance
• Collection
• Grading
• Transportation
Images courtesy: Be’Nishan
Producer Company
Public policy support
• Paramparagath Krishi Vikas Yojana (PKVY)
• Mission for Integrated Development of
Horticulture (MID...
10
Ensuring Quality and Traceability
Certification
Why quality assurance ?
• Growth of the organic sector
• with more volumes in the market place and
• more distance between...
• All Organic Food sold in India will be certified and labelled as per NPOP or PGS Standards
• Certification label to be p...
• If ‘A’ if a farmer producing paddy and ‘B’ is a Organic Brand which sells Organic Grains and ‘C’ is a bakery which makes...
Certification and Labels
• Organic Certification system is a tool that informs
on the organic integrity
• Consumer, wants ...
NPOP Certification
15
• Accredited Certification Bodies under NPOP: There are
28 Accredited Certification Bodies under NPO...
Participatory Guarantee System
• PGS systems –the Shared Vision Shared Ideals
• PGS available for
• Crops and orchards
• B...
Labelling
Primary Display Panel: The part of the
package most likely to be seen by buyers at
the time of purchase.
Informa...
18
Requirements for
setting up business
enterprise
• Entity: sole proprietorship, partnership, one person
company, limited...
Sourcing your produce
• Farmers
• FPOs
• Bulk vendors
19
Organic Mandi
http://www.organicmandi.co
Jaivik Kheti
https://www.jaivikkheti.in/
Key Challenges
21
• Every one wants to be across the supply chain
• Agriproduce is seasonal, so holding is very important....
www.sahajaaharam.com
• Hyderabad
• Tarnaka
• Kharkana
• Kukatpally
• Home delivery
• Vishakapatnam
• MVP Colony
• Home del...
23
Farmers direct sales
• Enebavi Coop
• Adarsha Coop
• BROMACS
• Swayamkrishi PC
• Kisanmitra coop
• GreenDunia
• Harita Coop
• Brahmalingeswara
...
Bhoddam Food Hub
27
Processingandstorage
oodprocessing
Certificate no : Q9186414570
PGSI/W(TG)-1276
Eco footprints
Quality Management
30
PGS Regional
Council
• Certification for farmer groups
• Each group from 10-20 in a vicinity
• Certification offered fo...
Farmers and livelihoods
Market Access
Advisories
Farmers Consumers Policy makers
eKrishi an joint initiative by Centre for...
Thank you
33
http://www.csa-india.org http://www.sahajaaharam.com http://www.grameenacademy.in
Call on 8500 68 3300
8500 7...
200501 organic marketing opportunities and challenges
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200501 organic marketing opportunities and challenges

The presentation on 1st May

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200501 organic marketing opportunities and challenges

  1. 1. Organic Food Marketing Opportunities and Challenges
  2. 2. Presentation 2 Product • Agriculture’s contribution to GHG emissions over 24% • Extreme weather events affecting farming • Increased frequency of crop failures and animal diseases • Increased uncertainties of livelihoods Certification Marketing
  3. 3. 3 Current Status • The global market for organic products is growing faster (CAGR 16%) than the global markets for conventional products (CAGR 10%) • Indian Organic Market is growing faster (CAGR 25%) than global organic markets • Ranks third in wild harvest area • Highest number of organic producers globally with about 20 lakhs organic farmers, 699 processors, 669 exporters • Ranks ninth in terms of area under organic with 5.71 million ha. • As per the Indian Organic Sector - Vision 2025 report, India's organic business has immense potential to reach the INR 75,000 crore mark by 2025 from INR 2,700 crore in 2015.
  4. 4. • India exporting organic products worth $ 515 million in 2017-18 • India exports around 1.35 million MTs of certified organic foods • The exports are largely concentrated around the US, Europe (EU), Canada, Japan and the West Asian markets • India is the largest exporter of organic cotton worldwide. • In the food market segment, oilseeds comprised half of India’s overall organic food export, followed by processed food products at 25% 4 Organic Export Market
  5. 5. What is an organic product? The categorization of a product as organic implies two main things: • First, it is free from toxic persistent chemical pesticides, synthetic fertilizers, growth hormones and antibiotics or genetically modified organisms (GMOs) • Second, stringent organic cultivation standards are followed, with respect to impact on soil, water and air 5 The production plots, collection centres, processing and packing facilities and processing need to be organic
  6. 6. 01 02 03 04 05 Food Business Operators Production/Collection GrowingOrganically/naturally Bulk Sales Wholesale,whitelabelling Manufacturing Making readyto cook, readyto eat products Packing labelling A good businessplanstartswith an executive. International Market Wheredo youoperate? Aggregation Collectionandstorage Primary Processing Cleaning,grading, processing,packing Primary ProduceMarketing Labellingandmarketing Retail Marketing Exclusive stores, Franchise, other stores
  7. 7. Agroecological approach? 7 • Organic Farming • Natural Farming • Subash Palekar (Zero Budget) Natural Farming • Biodynamic Farming • Permaculture • ‘Bharatiya Prakritik Krishi Paddati (BPKP) [Indian Natural Farming]
  8. 8. Quality Assurance • Collection • Grading • Transportation Images courtesy: Be’Nishan Producer Company
  9. 9. Public policy support • Paramparagath Krishi Vikas Yojana (PKVY) • Mission for Integrated Development of Horticulture (MIDH), • National Mission for Sustainable Agriculture (NMSA), • Rashtriya Krishi Vikas Yojana (RKVY) etc • 10 States have organic farming policies • AP, Karnataka, HP and Gujarat have Natural Farming Initiatives • Mission on Organic Value Chain Development for North East • Sikkim, Nagaland became organic 9
  10. 10. 10 Ensuring Quality and Traceability Certification
  11. 11. Why quality assurance ? • Growth of the organic sector • with more volumes in the market place and • more distance between producers and consumers, a guarantee on the nature of products becomes more and more important. What distinguishes an organic product guiding consumers’ choices and market trends is the organic label. Kinds of Certification currently approved in India • NPOP: Third party certification • PGS: Participatory guarantee system • USDA, EU, Australia standards
  12. 12. • All Organic Food sold in India will be certified and labelled as per NPOP or PGS Standards • Certification label to be printed on the packet (not stickered) • Single ingredient product where all requirements been met as per the specified standards can be labelled as ‘Organic’. • Multi ingredient product where min. 95% of ingredients are of certified origin, can be labelled as ‘Certified Organic’. • Multi-ingredient products with minimum 70% organic ingredients: Raw or processed agricultural products containing between 70% and 95% certified organic ingredients (by raw material weight, excluding water and salt, but including additives) may be labeled ‘made with organic ingredients’ or a description akin to it on the principal organic agriculture and the law display, provided that the proportion of organic ingredients is clearly stated. Such products cannot be simply labeled ‘organic’. • Multi-ingredient products with below 70% organic ingredients: Raw and processed agricultural products containing below 70% certified organic ingredients may only contain indications that an ingredient is organic on the ingredient list, but cannot be labeled ‘organic’. • Exemptions till 1st April, 2020 • Small original producer or producer organisation with annual turnover not exceeding Rs. 12 lakhs per annum • aggregators or intermediaries that may have organic produce sales turnover not exceeding ₹50 lakh per annum but cannot use Jaivik Bharat Logo • The imports of Organic Food from countries, with which bilateral equivalence agreements are there, are not required to be re-certified FSSAI Rules, 2017 12
  13. 13. • If ‘A’ if a farmer producing paddy and ‘B’ is a Organic Brand which sells Organic Grains and ‘C’ is a bakery which makes organic cookies • ‘A’ as a farmer needs organic production certificate. ‘A’ can be member of a local PGS group or a Farmer Producer Company and the certificate can be in the name of the Group or Company • ‘B’ can buy paddy from ‘A’ and process from his/her own processing facility or get processed at another certified processing facility ‘X’. Alternatively he/she can buy processed rice from farmer if farmer has both production/processing certificate. Along with the produce, certificate gets transferred. • ‘C’ may buy rice and make atta or may buy atta from ‘B’ and buy sugar/jaggery from someone else-all need to be certified along with ‘C’. • If ‘Y’ is a store which sells products from ‘A, B, or C’ it doesn’t need a certificate, it can just have separate racks • If ‘Z’ is a Food Business Operator who don’t produce anything but sell organic food on their brand name, ‘Z’ should have organic certificate and get all the products transferred to their name. ‘A, B or C’ can produce a white labelled product for Z Examples 13
  14. 14. Certification and Labels • Organic Certification system is a tool that informs on the organic integrity • Consumer, wants “organic” a product produced in an environmentally friendly manner • Understanding of organic reference standards, certification and/or accreditation systems is the realm of this field’s practitioners • Consumers seek is confidence in certification labels (whether regulated by governments or private) and • building this trust is the challenge of any guarantee system, • especially for products coming from distant origins. • Other certifications like Fairtrade, carbon foot prints etc Ecological foot prints
  15. 15. NPOP Certification 15 • Accredited Certification Bodies under NPOP: There are 28 Accredited Certification Bodies under NPOP • State certification agencies are less expensive • What is certified? • Farm Plots-annually and the products grown in the plots • Processing facilities-products made in the units • Food Business Operators-Brands • Individual or group can get a certificate • Cost depends on no of locations where farmer groups located • Certificates are transferable along with products
  16. 16. Participatory Guarantee System • PGS systems –the Shared Vision Shared Ideals • PGS available for • Crops and orchards • Bee keeping • Livestock • Wild harvest • Processing and handling • Accredited by National Centre for Organic Farming • PGS Regional Councils register, verify and issue certificated to local groups • Local groups are 5-15 producers • PGS India is equivalent to Third party certification and is transferable • PGS Certification is traceable up to farmer level ACTIVE REGIONALCOUNCILS (RC) : 327 TOTAL GROUPS : 29473 FARMERS :Approved : 800682
  17. 17. Labelling Primary Display Panel: The part of the package most likely to be seen by buyers at the time of purchase. Information Panel: This includes that part of the label of a packaged product that is immediately adjacent to and to the right of the primary display panel as observed by a person facing the primary display panel, unless any other section of the label is designated as the information panel because of package size or its attributes. Ingredients Statement Panel: The list of ingredients contained in a product shown in their common and usual names in the descending order of predominance. Other Panel: Any panel other than the primary display panel, information panel, or ingredients statement panel.
  18. 18. 18 Requirements for setting up business enterprise • Entity: sole proprietorship, partnership, one person company, limited liability partnership, private limited company and public limited company • Contract of lease for space • Licensing and Registration • Trade license • Shops and establishments license • FSSAI license • Central license for businesses over Rs. 20 Cr • State license for businesses between Rs.12-20 cr • Petty food manufacturers with less than Rs. 12.00 lakh turnover and have capacity to manufacture less than 100 kg/day or are temporary vendors • GST
  19. 19. Sourcing your produce • Farmers • FPOs • Bulk vendors 19
  20. 20. Organic Mandi http://www.organicmandi.co Jaivik Kheti https://www.jaivikkheti.in/
  21. 21. Key Challenges 21 • Every one wants to be across the supply chain • Agriproduce is seasonal, so holding is very important. • Raw produce handling is very tedious and expensive. Like rice from harvesting to full sale may take 16-18 months minimum • Perishability of Fruits and Vegetables without much storage value • FPOs can do but do not have working capital • Lack of processing facilities, storage facilities particularly with organic certification. • Single set of standards for all. Can have graded standards like say-upvto 1 crore turnover and single store can be exempted. • Exemptions can be aggregated at FPO level and allowed to sell with same terms and conditions like farmers
  22. 22. www.sahajaaharam.com • Hyderabad • Tarnaka • Kharkana • Kukatpally • Home delivery • Vishakapatnam • MVP Colony • Home delivery
  23. 23. 23
  24. 24. Farmers direct sales
  25. 25. • Enebavi Coop • Adarsha Coop • BROMACS • Swayamkrishi PC • Kisanmitra coop • GreenDunia • Harita Coop • Brahmalingeswara Coop • Giri Coop • Tungabhadra Coop • Kadiri Coop • Palabavi Coop •Rayachoti coop •Baghyalaxmi coop • Punnami Coop • Gayatri Coop • Mydukuru Coop • Naisargic Sheti Beej Producer Company Kallem Hub Boddham Hub Dorli Hub Naguladinn e Hub Staples Supply Chain
  26. 26. Bhoddam Food Hub
  27. 27. 27 Processingandstorage
  28. 28. oodprocessing
  29. 29. Certificate no : Q9186414570 PGSI/W(TG)-1276 Eco footprints Quality Management
  30. 30. 30 PGS Regional Council • Certification for farmer groups • Each group from 10-20 in a vicinity • Certification offered for • Crop/orchard production • Livestock • Bee keeping • Wild collections • Processing and handling • All states
  31. 31. Farmers and livelihoods Market Access Advisories Farmers Consumers Policy makers eKrishi an joint initiative by Centre for Sustainable Agriculture and Greendunia Farmer Collectives Financial Services Weather Input Shop Custom hiring Still in ideation stage
  32. 32. Thank you 33 http://www.csa-india.org http://www.sahajaaharam.com http://www.grameenacademy.in Call on 8500 68 3300 8500 78 3300 8500 98 3300 csa@csa-india.org pgs@csa-india.org info@sahajaaharam.in organicmandi@csa-india.org grameen@csa-india.org

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