A first-of-its-kind venture floated by the John Pennycuick Farmers’ Trust (JPFT) at Cumbum in Theni district of Tamil Nadu has proved to be a game changer.
In less than three months’ time, Aroma Banana, the trade arm of the trust, has turned the market for Theni banana in favour of Cumbum Valley growers.
Started on April 14 this year, Aroma Banana’s objective is to ensure that all benefits accrued to growers without the involvement of middlemen in the supply chain.
“Before the advent of Aroma Banana, we used to sell our banana at prices as low as Rs.3 a kg. We had to pay 10 per cent commission at all levels, from procurement to transport. Today, we get a minimum assured price of Rs.9 to Rs.10 a kg, and also do not worry about harvest and transport,” says K. M. Bharatharaj, a third generation farmer of Kamaya Koundanpatti, who has grown 10,000 trees, which give an average yield of 40 kg per loom (‘thaar’ in Tamil).
The entry of Aroma Banana has changed the market dynamics. Earlier, farmers used to take the produce all the way to Bengaluru for sale in the wholesale market using their own transport arrangement. Traders from neighbouring places and Kerala also descend on Cumbum to pay an ‘advance’ to farmers. The banana crop is harvested by farmers and delivered to traders, who make piecemeal payments.
“It was always a buyer’s market. We were at the mercy of traders. There have been instances of farmers not being able to realise the sum assured for the sale, even at low prices. Now, we get 50 per cent payment before harvest and the rest before it is over. The payment, which goes even up to Rs.15 a kg, is always in cash, account transfer or demand draft,” says K. R. Subbiah, a Cumbum farmer, who has raised 15,000 trees and plans to grow 20,000 more.
Explaining the operations of Aroma Banana, M. T. M. Mahendran, Chief Executive Officer, says that the main objective is to get global acceptance for Theni banana, which is superior in quality. At present, Cavendish Grand Nain, grown widely in Cumbum Valley, is exported to the Gulf countries for three buyers and Turkey. Technical inputs are given to farmers periodically, who are also trained to protect the export banana bunches from getting bruised. Additional support is provided for bunches, which are over five feet in height, to prevent uprooting of trees. As they grow, foam sheets are introduced between banana hands to prevent damage and bruising through pressure.
Aroma Banana employs trained personnel to do the harvest in the farm from where the produce is taken to the Cumbum Regulated Market to be kept in cold storage. Air-tight packing is done before they are loaded into containers for shipment from Tuticorin harbour. The initiative is well supported by the State’s Department of Agriculture.
“Theni banana has a shelf life of 42 days. Unlike traders, who wait till 90 per cent ripening in farm, we cut the banana at 75 to 80 per cent maturity. Its glucose content is 21 per cent, against 14.5 per cent of Grand Nain grown in Ecuador. This is the reason for Theni banana’s superior taste. The diameter of each banana measures 44 to 48 in Banana Caliper, against the international standard of 42 to 47. The average length is 23.5 cm,” says T. K. M. Karthikeyan, Secretary of JPFT.
“This will considerably reduce wastage and fetch more profit for farmers,” says Mr. Mahendran. At present, export has picked up at 1.5 containers a day, and 40 containers of 20-tonne capacity each roll out of the facility every month. More local varieties such as ‘Nendran’ are to be brought into the export spectrum. “Farmers also want us to expand to organic vegetables,” says M. T. M. M. Hari Vignesh, who takes care of on-farm activities.
For more details: Contact: Aroma Banana, Cumbum Regulated Market, Cumbum-625516. Mobile: 97866 38686, 97866 48686, 97866 58686. www.aromabanana.com. e-mail sales@aromabanana.com.
annamalai.s@thehindu.co.in
