Consumer awareness

Consumers have a right to possess what they want. This concept is better being displayed in some of the agro productions supported by Consumer Support Agriculture Societies in US. This concept is going popularity in other countries. This is the hour of need for our country also. The salient features are as under:
1. Small group of agriculture consumers form a Society.
2. They contact nearest villages / agricultural markets and identify their prospective needs like rice, wheat, pulses, cereals, vegetables, milk, eggs etc.
3. They enter into agreement for the assured supplies periodically.
4. Advance amounts are paid to finance the farmers to support the operations. They need not approach the financial institutions for loans.
5. The future rates are agreed so that the future prices are fixed.
6. Both the suppliers and consumers know well their yield and rates.
7. Transport needs are also prefixed so that the small transporters are assured fixed business.
8. The agriculture departments render consistent advice to farmers.
9. The agricultural markets can supervise the regular flow of fertilisers, pesticides etc. and there can not be variations in the the demands and supplies. more  

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Consumer awareness is about one's rights being exercised with the supplier of goods and services. What is proposed here is a direct supply chain for agricultural produce from the farmer to the consumer where the intermediates will be done away. This concept has been tried out in different models with some success - take the Raithu Bazar in Hyderabad. Some other models are also being tried out. Only if the proposed consumer societies are formed on truly professional basis can this concept work successfully. Then again whether a consumer is willing to pay for these consumables in advance is not going to be easy. more  
In India, the middle-men & retailers makes more profit. If the farmers & customers has got direct link, this scenario will change, and so more people will come forward to the FARM. more  
Wonderful concept. Worth emulating. If proper forum takes charge for implementing, many of the hurdles faced by farmers wil disappear. Distribution of funds, fixing of prices and transportation should be meticulously done. The sharks who would definitely try to interrupt and also the middlemen should not be allowed to voice their concerns. more  
As suggested by few , societies of farmers may be helpful as heard of success stories of Amul Cooperative Dairy in Gujarat.
G.K.Naidu, Hyderabad more  
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