Rythu bazaars’ Chief Executive Officer M.K. Singh has asked officials to take steps to protect the interests of consumers and control the prices.

Addressing a review meeting here on Thursday, Mr. Singh said the estate officers’ sole objective was to protect the consumers’ interests. Though the prices of vegetables go up in summer, it was the duty of officials to control the prices.

The estate officers need to identify the crops grown in their jurisdiction and ensure that the farmers sold the produce in the rythu bazaars, he said. The EOs should purchase the vegetables that were available at cheaper prices and sell them through SHGs. They would have to create awareness among the farmers about horticulture and vegetables that had demand in the market. The seed could be distributed through officials concerned, he suggested.

Marketing Joint Director K. Srinivasa Rao, Deputy Director M. Diwakar Rao, and Assistant Director Anand were present.