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STATUS OF ORGANIC EXPORT & MARKETING

STATUS OF ORGANIC EXPORT & MARKETING. Presentation by Dr. PVSM Gouri Advisor APEDA JANUARY 4, 2006 PUNE. PRESENT GLOBAL MARKET. CURRENT MARKET : 31 BN US$ MAJOR MARKETS -- U.S.A : 12 BN US$ -- JAPAN : 3 BN US$ -- EUROPE : 10 - 11 BN US$ -- OTHER COUNTRIES : 7 BN US $

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STATUS OF ORGANIC EXPORT & MARKETING

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  1. STATUS OF ORGANIC EXPORT & MARKETING Presentation by Dr. PVSM Gouri Advisor APEDA JANUARY 4, 2006 PUNE

  2. PRESENT GLOBAL MARKET • CURRENT MARKET : 31 BN US$ • MAJOR MARKETS -- U.S.A : 12 BN US$ -- JAPAN : 3 BN US$ -- EUROPE : 10 - 11 BN US$ -- OTHER COUNTRIES : 7 BN US $ • ANNUAL GROWTH : 20 - 30% • MARKET SHARE : 1% OF TOTAL FOOD SALES • INDIA’S SHARE : 0.001% ONLY

  3. ESTIMATED GLOBAL MARKET BY 2010 • EU - 46 BILLION US$ • US - 45 ,, • JAPAN - 10 ,, APPROX. 100 BILLION USDA (ITC STUDY)

  4. OVERVIEW OFINDIA’S PRODUCTION & TRADE ( 2004 – 05 ) • AREA UNDER CERTIFICATION : 2.5 million Ha (INCLUDING HARVEST FROM FOREST AREA) • TOTAL CERTIFIED PRODUCTION : 377859 MT • ACCREDITED I & C AGENCIES : 11 • TOTAL QUANTITY EXPORTED : 8045 MT • TOTAL VALUE OF EXPORT : 95 CR. • NUMBER OF PRODUCTS EXPORTED : 35 • % OF EXPORT : 3 * PERCENTAGE OF CERTIFIED AREA IS 0.03%

  5. PRESENT STATUS • FOREST AREA : 2.4 MILLION HA • CULTIVATED AREA : 0.114 HA • % OF ORGANIC CULTIVATION : 8 VS. CONVENTIONAL CULTIVATION • % OF EXPORT QUANTITY : 2.12 • INCREASE IN EXPORT OVER : 16 LAST YEAR (2003-04)

  6. MAJOR PRODUCTS EXPORTED FROM INDIA • RICE • PULSES (SOYABEAN, LENTILS) • OILSEEDS (SESAME, GROUNDNUTS) • SUGARCANE PRODUCTS (JAGGERY & SUGAR) • FRUITS (PASSION FRUIT/MANGOES/PINEAPPLE/LICHI) • COTTON • SPICES • COFFEE & TEA • DRY FRUITS • HONEY • COCONUT PRODUCTS

  7. ADVANTAGE INDIA • RECOGNITION OF INDIAN STANDARDS BY THE EUROPEAN COMMISSION • POTENTIAL TO PRODUCE AND SUPPLY VARIED PRODUCT CATEGORIES • VAST FARM LANDS AVAILABLE FOR CONVERSION • PROGRESSIVE FARMERS • RICH KNOWLEDGE BASE • GOVERNMENT INITIATIVES IN PROMOTION OF ORGANIC PRODUCTS

  8. COMPARATIVE ADVANTAGE INDIA • 21 AGRO ECOLOGICAL ZONES • PRODUCTION OF IMPORTANT PRODUCTS (TEA, SPICES, RICE VARIETIES & MEDICINAL PLANTS • MANPOWER • PROGRESSIVE FARMERS • GOOD NGO NETWORK

  9. PIVOTAL ROLE OF APEDA UNDER NPOP • EVALUATION OF INSPECTION & CERTIFICATION AGENCIES • RECOMMENDATIONS TO NATIONAL STEERING COMMITTEE • ACCREDITATION • SURVEILLANCE AND MONITORING • REVIEW OF NATIONAL STANDARDS • PROPOSED AMENDMENTS TO TECHNICAL COMMITTEE AND NATIONAL STEERING COMMITTEE • INITIATIVES TO ESTABLISH EQUIVALENCY WITH THE IMPORTING COUNTRIES (EU, US & JAPAN) Contd…

  10. PIVOTAL ROLE OF APEDA UNDER NPOP • CONDUCT TRAINING PROGRAMMES FOR THE DOMESTIC AGENCIES INTERESTED IN SETTING UP CERTIFICATION PROGRAMMES. • ENCOURAGE SCIENTISTS IN DEVELOPING PACKAGE OF PRACTICES FOR VARIOUS PRODUCTS IN ORGANIC FARMING • ORGANIZE AWARENESS PROGRAMMES IN DIFFERENT STATES. • PROMOTION OF INDIA ORGANIC LOGO IN THE GLOBAL MARKET • PROVIDE FINANCIAL SUPPORT TO THE EXPORTERS.

  11. OPERATIONAL STRUCTURE OF NPOP GOVERNMENT OF INDIA MoA MoC NPOP NSC TECHNICAL COMMITTEE NAB SECRETARIAT (APEDA) E C I & C Agencies PRODUCER PROCESSOR TRADERS / EXPORTERS

  12. CATEGORIES FOR CERTIFICATION • AGRICULTURE PRODUCTION • PROCESSING OF PRODUCTS • WILD PRODUCTS • FORESTRY • ANIMAL PRODUCTION AND PROCESSING * NOT USING SYNTHETIC INPUTS IN AGRICULTURE CULTIVATION IS NOT SUFFICIENT TO CLASSIFY PRODUCTS AS ORGANIC HOWEVER, SUCH FARMS ARE CONDUCIVE TO ORGANIC CULTIVATION.

  13. MAJOR CONSTRAINTS • PRICE EXPECTATION TOO HIGH IN RELATION TO QUALITY • LOW CONSISTENCY OF QUALITY AND CONTAMINATION • RELIABILITY OF EXPORTERS • LACK OF INFORMATION ON AVAILABILITY AND CERTIFICATION (MARKETING)

  14. MAJOR DOMESTIC MARKETS • BANGALORE • CHENNAI • DELHI • HYDERABAD • MUMBAI • UPPER CLASS • URBAN MIDDLE CLASS

  15. QUALITY & SAFETY • GMP IS IMPORTANT • PRESENT FOOD SAFETY REGULATIONS APPLIED TO ORGANIC FOOD PRODUCTS ALSO • MICROBIAL SAFETY

  16. CRITERIA TO SELL ORGANIC FOOD • QUALITY (CERTIFIED ORGANIC) • QUALITY (MICROBIOLOGICALLY CLEAN) • QUALITY (ABSOLUTELY RESIDUE FREE)

  17. MARKETING CHALLENGE FOR INDIAN ORGANIC PRODUCTS • FOLLOW AND IMPLEMENT NPOP STANDARDS (EXPORT & DOMESTIC • CREATE AWARENESS BY TRANSLATING KNOWLEDGE ON STANDARDS, CERTIFICATION & MARKETING TECHNIQUES • BUYER-SELLER MEETS • MARKETING COMMUNICATION MATERIAL IN LOCAL LANGUAGES • PRODUCTS SPECIFIC PACKAGE OF PRACTICES • ON-LINE MARKETING • PR CAMPAIGN

  18. ALTERNATIVE MARKETING APPROACH • BOX SCHEMES • HOME DELIVERIES • COMMUNITY SUPPORTED AGRICULTURAL GROUPS • FARMERS’ MARKET • POPULAR FAIRS • AND OTHER DIRECT OR INDIRECT SALES • EDUCATE THE CONSUMERS ABOUT PRODUCTS GROWN OR PROCESSED PRODUCTS • BUILDING TRUST AND CONFIDENCE IN ORGANIC AGRICULTURE

  19. POTENTIAL TARGETS • FIVE STAR HOTELS • SUPER MARKETS • MOTHER DAIRY • HEALTH FOOD STORES • EMBASSIES • HOSPITALS • AYURVEDIC CLINICS

  20. PROPOSED INITIATIVES • ALL INITIATIVES NEED TO BE UNDERTAKEN AND TACKLED IN A FOCUSED MANNER - IDENTIFY FOCUS REGION - IDENTIFY POTENTIAL PRODUCTS - TARGET AUDIENCE • STRENGTHEN PUBLIC ASSISTANCE - PUBLIC ASSISTANCE - JOINT ACTION WITH THE TRADE • INDUSTRIAL TRANSFORMATION • INVESTMENT BY INDUSTRY - FOOD GROUP PROCESSORS/PACKERS

  21. THANK YOU

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