August 15, 2015

The first outlet of “Haryana Fresh” has opened in Nirvana Country at Community Centre Ground (opposite Nirvana Courtyard). The outlet will make available fresh vegetables and fruits to the residents of Nirvana. The outlet will remain open from 8:30 am to 8 pm in the evening. Most of the seasonal fruits and vegetables will be available at the outlet. Haryana Fresh is an initiative of the Government of Haryana through its Horticulture Department to directly connect farmers with the consumers and create value proposition for both. The initiative will not only ensure better quality of vegetables that reach quickly and directly to the consumers but also better price for the farmers. Haryana Fresh will source vegetables and fruits from over 25 farmer groups in and across Gurgaon.

“This is a development of great strategic value. I am happy that Gurgaon is the first district in Haryana to have taken the lead in launching the Haryana Fresh brand that will empower both the farmers and consumers,” says T L Satyaprakash, District Commissioner, Gurgaon.The Horticulture Department of Gurgaon has identified the farmers for the Haryana Fresh produce. The farmers have been approached in an organized way through FPO (farmer produce organisations) and FIGs (farmers initiative groups) “The Horticulture Department has prepared a portfolio of each of the approved farmers, with details including type of vegetable produce as well as capacity of the produce. The farm will be tested on a yearly basis on soil, water and other parameters through field staff of the Horticulture Department,” says Dean Mohammad Khan, District Horticulture Officer, Gurgaon.

A marketing company – Fresh Pick - has been selected by the Farmer Groups to help sell the produce at the outlet. It will source vegetables from the farmers, pay them for their produce and run the operations of the outlet. The Horticulture Department will regulate the complete working of Haryana Fresh outlet.“It is a matter of great honour for Nirvana RWA to be the first RWA to have introduced Haryana Fresh. In doing so, we feel happy to be helping the farmers on one hand and our community of 900 residents on the other. We hope we create further benchmarks to improve the living experience in Nirvana Country,” says Sanu Kapilla President, Nirvana RWA.
“Due to the presence of intermediaries and farmers’ limited marketing reach, farmers are unable to find good value for their produce. On the other hand, consumers are always unsure of the soil and water quality used for the vegetables. Haryana Fresh will act as a credible bridge and create a win-win for both the farmers and consumers,” says Shubhra Puri, Founder, Gurgaon First that acted as a project facilitator. The Plan is to open 3 more outlets in the first phase, and eventually 40 outlets in Gurgaon.