The Green AcreTM Project
THE GREEN ACRETM FARMER
The states of Gujarat, Maharashtra and Orissa where the group runs its project are places where the farmer has usually been subjected to a host of elements in the value chain. Starting from dubious input providers to unreasonable money lenders to a chain of profit extracting middle-men, the list goes on and on.
Ironically, even in this world of connectivity and globalization the message of a humble farmer's offering does not always reach the ears of the mighty consumer. There exists a divide at many levels including geographical, infrastructural, lingual, religious, etc. And so even though there is a perfectly good opportunity and ability to cater to the most eminent needs of consumers world-wide, often the mere size an individual farmer looses visibility. The Amit Group of Companies has changed all that.
Today, produce from Indian farms be it cotton or food is bought at a premium price, converted into a wide variety of end products, exported and sold from shelves of leading retailers in far-reaching corners of the world. The Amit Group has successfully shortened and bridged the gap between the Global "Green" Consumer and the much willing Indian Organic Farmer.
THE GREEN ACRETM VALUE CHAIN
The Green AcreTM Value Chain starts with
UNIQUE EXTENSION PYRAMID
The secret behind the group's accomplishment of managing thousands of farmers is its unique pyramid shaped extension model. The Group recruits farmers from the local community and trains them in the principles of living an organic life.
Equipped with this knowledge and in-depth technical, HR and systems training each extension worker manages 400-500 acres of land acting as a facilitator between the farmer and the group. Extension activity forms the backbone of the Organic initiative.
Extension activities broadly involve:
- Spreading awareness of the benefits of organic farming and enlisting farmers.
- Regular interaction with the farmer during sowing and preparation season.
- Training and guiding farmers in basic as well as organic ICS farming techniques and fair trade practices.
- Understanding problems of the farmers and communicating the same to the management.
- Maintaining farmer diaries as well as practicing the groups' Internal Control Systems (ICS).
- Participating in community building projects to make farmerís life value-based and richer in quality.