The national dairy development department board (NDDB) may help Jharkhand in marketing and product enhancement of vegetables and fruits in the state.
The state government on Saturday inked an agreement with the board for five years for dairy development in the state.
As the NDDB’s Mother Dairy will be sold with the tag of Medha milk in Jharkhand, the union minister Jairam Ramesh suggested the state government to use the brand of Mother Dairy even for marketing and product enhancement of vegetables and fruits.
“Mother Dairy is not a brand of milk products but it is also popular for fresh vegetables and fruits,” Ramesh said.
Under the brand name ‘Safal,’ the Mother Dairy Fruit & Vegetable Pvt Ltd has been undertaking integrated marketing of horticultural produce. An official of the state horticulture department said that they would soon prepare a strategy in this regard.
Jharkhand has been the surplus state in terms of vegetable production. However, owing to lack of marketing strategy, storage facility and processing plants, the state is yet to reap desired results from the vegetable productions. As per the Jharkhand economic survey 2013-14, vegetables’ production is 4325.38 million tons cultivated on 3.21 lakh hectare area in 2012-13. Jharkhand’s annual vegetable demand is just 3000 million ton.
Similarly, production of production of fruits has also increased many folds in last 13 years. The production of fruits was 265.1 million tons in 2000-01 that increased to 889.74 million ton. The area for fruits’ production has also increased by three fold in last 13 years. In 2000-01, areas for fruit cultivation were just 29,900 hectares that increased to 93,820 hectares in 2012-13.