APEDA's TraceNet keeps bogus marketers away; a hit with organic producers
TraceNet, the farm produce tracking solution, introduced by the Agricultural and Processed Food Prod…TraceNet, the farm produce tracking solution, introduced by the Agricultural and Processed Food Products Export Development Authority (APEDA) has proved to be the biggest advantage for organic produce exports, according to industry sources.
APEDA, which introduced TraceNet four years ago to monitor organic produce among other food-fruit produce from India, integrated all stakeholders in the supply chain of export of these products.
There has been a significant transformation in the quality of produce as the entire gamut of input providers covers farmers, pesticide testing labs, processing industry, certification bodies, and state and Central government departments. The recruitment of farmers has been tracked via Global Positioning System (GPS). "In fact it has helped to weed out the bogus players, and thus enhance the reputation of quality Indian organic produce," said C M N Shastry, chairman and managing director, Phalada Agro Research Foundation Pvt. Ltd.
Further, the traceability solution has ensured that unorganised growers are kept away. "Consumers are becoming aware of the dangers of non-organic food ingredients in everyday food and more people are learning about the chemicals, pesticides found in non-organic foods, which drive the demand for organic. Therefore it is only natural to see this demand surge as consumers are increasingly becoming aware," said Raj Seelam, MD, Sresta Natural Bio Products.
TraceNet, which is a computerised traceability system, uses a special software that prevents anyone from playing around. There is no room for misuse. In order to see that TraceNet had a comprehensive coverage, the Union government offered a subsidy scheme under the National Horticulture Mission which ensured that even the self-help farmer groups could avail of the scheme. "The move helped farmers and organic traders to come under the umbrella of TraceNet as otherwise they would have been left in the lurch," observed Shastry of Phalada.
"Traceability issue which is now under strict supervision with the APEDA is a boon to organic produce producers like us," stated K C Raghu, managing director, Pristine Organics.
In India, environmental concerns, impending health hazards and better farming practices have led to the promotion of organic farming. The Indian organic food market is in its nascent stage which is less than Rs 200 crore (estimated). "It is growing at 50% year-on- year. Consumers are becoming aware of the dangers of non-organic food ingredients in everyday food and more people are learning about the chemicals, pesticides found in non-organic foods, which drive the demand for organic. It's only natural to see this demand surge as consumers are increasingly becoming aware," informed Seelam of Sresta.