- April 27, 2017 / 3 min readFor this, GCMMF has roped in the National Dairy Development Board (NDDB) to carry out technical evaluation of the project.
The Gujarat Co-operative Milk Marketing Federation (GCMMF) that markets dairy products under brand Amul is seriously exploring possibility of buying fresh vegetables and fruits directly from farmers in the villages from where it procures milk on daily basis.
Apart from milk, homegrown dairy giant Amul will now procure and sell fruits and vegetables at their outlets.
For this, GCMMF has roped in the National Dairy Development Board (NDDB) to carry out technical evaluation of the project.
To begin with, Amul is looking to start selling vegetables and fruits in Ahmedabad where it runs over 200 parlours.
R S Sodhi, Managing Director, GCMMF, said, "On January 26, we had signed a MoU with Gujarat government to help farmers get better price for their agri produce."
Amul may replicate the Delhi model of Safal that is engaged in retailing of fresh fruits and vegetables along with value-added products, he said.
The proposal came up for discussion during the recent board meeting of GCMMF in which chairman of all the 17 district dairy unions of Gujarat who are member unions of the federation had participated at Palanpur.
Jetha Patel, Chairman, GCMMF, said, "We are studying the procedure on how to start procurement and marketing of different vegetables including tomatoes, cauliflowers, brinjals, onions among others."
He added, "If we succeed in our study, the vegetables will be marketed under brand Amul and will be procured by our member unions.
This will not only benefit the vegetable producers but also benefit consumers as the role played by middlemen will get eliminated. Producers dealing in horticulture will get better price while consumers will get the agri produce at affordable price with trusted brand name of Amul."
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