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Presentation of Draft Report on
Diagnostic Study to Assess and Enhance functioning of Commodity specific Growers’
AssociationsTo
June 25, 2013
– Genesis of Growers’ Associations– Need, Role and Creation of Growers’ Associations– Need, Objective and Scope of the assignment– Methodology and outcome of the assignment– Growers’ Associations – Current scenario – Interaction with Associations and Growers– Initiatives of select Associations and Growers– Progression of Growers’ Associations– Snapshots from team interactions and field visits– Identification of gaps hindering operational progress of Growers’
Associations– Strategy to revive functioning of Growers’ Associations
Structure of Presentation
Genesis of Growers’ Associations
1981Recommendation by Dr. M.S. Swaminathan for
creating Primary Horticulture Growers’ Cooperative Societies
1984Creation of NHB
1986Formation of SAFAL by NDDB
May 8, 2001SFAC, NHB and NCDC
entrusted by Department of Agriculture and Cooperation for
formation of Commodity Specific Growers’
Associations
2013
Need, Role and Creation of Growers’ Associations
• Collectivization of farmers – enrolling/ increasing membership• Training and capacity
building of growers – technical and managerial• Tie-ups with technical and
financial institutions, domestic and export markets• Promotion of technology
for production and post harvest management in clusters• Creating common
infrastructure for growers• Market demand and
intelligence• Higher revenue realisation
for growers due to collectivisation
• 17 National Associations + 2 Affiliated Associations - Apple, Banana, Orange, Guava, Sapota, Mango, Pomegranate, Grapes, Litchi, Vegetables, Strawberry, Stone Fruits, Aonla, Vanilla, Flowers, Aromatic Plants, Passion Fruit + Orchid, Nurserymen• NHB provided Associations
with initial seed money of Rs. 0.5 Lakhs + financial support provided till 2008-09 varying from Rs. 0.25 Lakhs to Rs. 1 Lakh + funds to organise seminars/symposiums/ exhibitions and exposure visits for farmers.
Growers’ Association
Availability of Farm inputs
Availability of Credit
Post harvest handling
Cold chain management
Value addition and processing
Domestic and export Marketing
CREATION & PROMOTIONROLE ENVISAGEDNEED / ACTIVITIES
Need, Objectives, Scope for this assignment
• 10+ years since formation of Growers’ Associations• Associations not
‘functioning’ and performing optimally as per planned objectives , except for a few o Insignificant ground
presenceo Increase in
membership is stagnant
oRelationship with existing primary level associations at cluster level and other stakeholders not visibly functional/operational
Objective of the assignment• To improve the functional effectiveness of the Growers’ AssociationsScope of Work• Mapping the current status of the AssociationsoActivitiesoMembershipoGeographical presenceo Interaction of membersoStructure and functioningoRevenue modeloHuman resourceso Infrastructureo Institutional tie-ups• Assessment of Associations with respect tooFulfillment of objectivesoProvision of tangible benefits to membersoAchievements like collectivisation, productivity enhancement,
technology introduction, market development, etc.• Recording key learnings• Identification of gaps• Measures to plug gaps and recommendations
NEED FOR THE ASSIGNMENT OBJECTIVE AND SCOPE OF THE ASSIGNMENT
Methodology and Outcome of Assignment
Interaction with office bearers of
Growers’ Associations
Interaction with Growers and field
visits
Recommendations for Revival of the Growers Associations
through realignment of goals and implementing pragmatic
solutions
Sample of select Growers’ Associations in North and
West India (maximum concentration), covering 33% of total Associations
Interacted with office bearers of registered
Growers’ Associations in Chandigarh (January 17, 2013) and Pune (January 21, 2013) – organised by
NHB
Qualitative research approach adopted for this assignment
Growers’ Associations – current scenario...# Name of
Association
Activities Membership
Geographical presence
Interaction of members
Structure and functioning
Revenue model
Human resources Infrastructure Institutional
tie-ups
1 Grapes Organises symposiums for farmers.
35000 7 Periodic meetings
Individual centric
Grant - NHB
1 Working from cooperative office
NHB, APEDA (exporting)
2 Banana Facilitated Insurance package to farmers in Maharashtra, organises symposium, facilitated in getting subsidy for railway freight
4000 3 Periodic meetings
Individual centric
Grant - NHB
0 None NHB
3 Flowers 5 Periodic meetings
Individual centric
Grant - NHB
0 None NHB
4 Strawberry Annual festival in Pune, product diversification, eco tourism
300 4 Periodic meetings
Individual centric
Grant - NHB
0 Working from cooperative office
...Growers’ Associations – current scenario..# Name of
Association
Activities Membership
Geographical presence
Interaction of members
Structure and functioning
Revenue model
Human resources Infrastructure Institutional
tie-ups
5 Orange Programmes for technical information dissemination, facilitation of finance by banks increased by 511%
1200 6 Periodic meetings
Individual centric
Grant - NHB
0 None
6 Stone Fruits Individually financed Organic certification for 900 growers
2000 3 Not regular Individual centric
Grant - NHB
0 None Exporting (APEDA)
7 Aonla 300 2 Individual centric
Grant – NHB
8 Guava Published souvenir for national symposium (2009), planning to diversify product portfolio to jams and juices
500 5 Not regular Individual centric
Grant – NHB
0 Working from cooperative office
...Growers’ Associations – current scenario..# Name of
Association
Activities Membership
Geographical presence
Interaction of members
Structure and functioning
Revenue model
Human resources Infrastructure Institutiona
l tie-ups
9 Sapota Seminars organised by Cooperative, Association helps scheme outreach to farmers.
5000 Regular Individual centric
Grant – NHB
0 Working from cooperative office
Exporting (APEDA)
11 Pomegranate Exclusive Cooperative managed cold storage, water tankers for irrigation
5000 6 Regular Individual centric
Grant – NHB
0 Working from cooperative office
Exporting (APEDA)
12 Vanilla 2000 (at time of formation). Due to crop failure (virus infection) membership negligible. Contemplating to dissolve Association
3 Not regular None Grant - NHB
0 None
...Growers’ Associations – current scenario..# Name of
Association
Activities MembershipGeographical presence
Interaction of members
Structure and functioning
Revenue model
Human resources Infrastructure Institutional
tie-ups
13 Litchi Grant - NHB
14 Vegetable Implementing NVIUC in select clusters in Maharashtra, started direct sales of vegetables in Pune housing societies
9 Regular Individual centric
Grant – NHB
2 Have independent office for implementing NVIUC initiative
SFAC
15 Apple 1000 3 Not regular Individual centric
Grant - NHB
0 None
16 Aromatic Plants Grant - NHB
17 Passion Fruit Grant - NHB
...Growers’ Associations – current scenario# Name of
Association
Activities MembershipGeographical presence
Interaction of members
Structure and functioning
Revenue model
Human resources Infrastructure Institutional
tie-ups
18 Nurserymen Organise seminars on technical know-how, publish quarterly magazine (Nursery Today)
1428 (1800 life members across 26 states)
26 Not regular Individual centric
Grant - NHB
0 None
19 Orchid Capacity built for farmers (pre-harvest)
700 7 Not regular Individual centric
Grant - NHB
0 Have independent office
Interaction with Associations and Growers
Motivation
• Lack of growers’ willingness to aggregate
• Growers do not perceive value in Association
• Credibility of Association to deliver not well established
• Associations alive but not active
• Growers selling individually or through cooperatives – no role of Association envisaged
Resources
• No Revenue model for sustenance
• Lack of infrastructure like office premises, furniture and fixtures
• Lack of professional and skilled manpower for day to day operations – management of Associations neither strong nor foresighted
• Age old marketing set up difficult to break in by Association – traders providing input services to farmers + social bonding with farmers
• Lack of knowledge sharing • Senile orchards/farms – no
revival plan
Promotion and Communication
• One size fits all – no customisation as per need of Association.
• No bottoms-up planning approach - growers not aware about Association activities
• Associations hardly connected with – Universities, Labs, extension programmes, other institutions, service providers and vendors
• Communication gaps - Missing inter-linkages between Associations
• No aid received from Govt. for promotional activities
Other issues
• Associations are individual centric
• Objective of Association not perceived by farmers – relate Association with Cooperative
• Select Associations not recognised by Govt.- Pomegranate, Lime (asked to join Mosambi Association)
• Associations are Toothless – no clear objective, no resources, no revenue model, not recognised by Govt. authorities
• High joining fee + annual fee
Initiatives of select Associations & Growers
Strawberry Growers’ Association•Organise annual Strawberry festival in Pune – popularises product, minimises product losses
•Diversified product portfolio – syrup, lassi, cake, jelly toffee, chikki, jam, ice cream
•Farm tourism – tourists stay in cottages, visit farms, pluck fruits as per choice, purchase products at farm gate
Mango Growers•Independent pack house installed inside orchard – capacity 8MT
•Sell individually, no involvement of Association or cooperative
•Not received any help from Association
Guava Growers and Association•Contemplating to diversify product portfolio – jams and juices in tetrapak (contract packaging).
•Published souvenir for symposium in 2009
Vegetable Growers and Association • Implementing VIUC in
Maharashtra• Initiated direct selling of
vegetables in housing societies of Pune – daily 30-40 trucks of 2MT capacity each
• In process of registering 4 producer companies (FPOs)
•Revenue model for Association – 1% of all revenue transactions in these FPOs for activities of Growers’ Association
Some other initiatives• Banana Growers Association
have introduced insurance package for farmers against extreme heat and cold + railway freight from farm to market being subsidised by NHB
• Lime Growers Association organised a 4-5 days annual seminar with Agriculture University as partner + provision of research journal
• Orange Growers Association helped in 511% increase in finance by banks
• Organic certification done for 9500 Stonefruit Growers, cost borne by growers
Progression of Growers’ Associations
Form
ing
Norming
Storming
Performing
Progressive Associations
Stable Associations
Defunct Associations
Progression over the years
Stag
es o
f for
mati
on o
f Gro
wer
s’ A
ssoc
iatio
ns
Formation of Associations
Capacity building and
handholding of Associations
Evolution and Independent
functioning of Associations
Fully functional Associations +
independent of external support + self sustaining
Most Associations are here
Select Associations –Grapes,
Strawberry, Pomegranate
Vegetable Growers Association is
implementing NVIUC
Snapshots from interactions and field visits
Direct marketing by Vegetable Growers
Strawberry festivalPomegranate and Guava Growers
Meeting with Association office bearers and Mango Growers
Identification of gaps hindering functioning / progress of Growers’ Associations
Strategy for revival of Growers’
Associations
Insignificant presence
Individual centric
Financial sustainability
• At ground level• Lacks direct connect
with growers
• Not entirely representing growers’ groups
• No revenue model
Suggested Strategy to revive Growers’ Associations…
Activities - Branding, Promotion, Product development and
diversification
Management of Associations
Role clarity and objectivity of Associations
Jumpstart progression of
Growers' Associations
…Suggested Strategy to revive Growers’ Associations
Jumpstart of Growers’ Associations•Appointed secretariat can jump start activities with seed funding•Arranging initial seed fund - Route implementation of SFAC projects like VIUC to Vegetable Growers Association
Role clarity and objectivity of Growers’ Associations•Defined annual goals and deliverables•Policy advocacy•Revenue model for Association – 1% of all business generated through Secretariat and revenue transacted by cooperatives/FPO to be transferred to Association Defined Annual goals and deliverables to growers
•Facilitation of linkages with Universities, labs, markets, service providers, etc to growers•Knowledge sharing and dissemination to growers•Penetration in existing and development of new markets – like vegetables selling in Pune housing societies
Management of Associations•Engage professionals/ agencies under aegis of CIH to manage the day to day operations of Associations. Two tier structure•Elected members namely Chairman, VP•Secretariat (common for all Associations) comprising appointed professionals for general management, accounts, marketing, etc.
•This will help achieve•Economies of scale•Exchange of ideas for expansion of activities and revenues•Optimal resource utilisation
Activity: Branding and promotion •Through joint publication by all Associations•Organise festivals (Phal- aahar) like Strawberry and Mango in major metropolitan cities•Initiate farm visits and tourism for additional income – like Strawberry
Activity:Product development and diversification•Introduce product diversification to increase shelf life of produce and higher value realisation for growers – like strawberries (syrup, lassi, cake, jelly toffee, chikki, jam, ice cream)
•Tie up with Universities and technology providers to improve productivity and reduce storage/ process losses
•Initiate value addition + processing of products to increase higher value realisation for growers
•Introduce new techniques of post harvest facility management to minimise losses for growers
19
Thank You
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