The Women Farmers Market was launched in April 2024 with a clear mission: to provide consumers with healthy, non-toxic, and preservative-free food products while empowering rural women producers through sustainable market access. The initiative, first introduced in Trivandrum, quickly gained popularity and has since expanded to Kottayam district.
As concerns over lifestyle diseases such as diabetes, hypertension, and heart disease grow, consumers are becoming more conscious of their dietary choices. At the same time, organic farming has been gaining momentum as people seek to avoid the harmful effects of pesticides, toxins, and preservatives commonly found in conventionally farmed produce.
In Kerala, many rural women practice organic farming, however, they often struggle to access stable markets, which limit their income opportunities and undermine the potential of organic agriculture in the region. To address these challenges, the Organic Bazar was established as a solution, aiming to:
- Promote health-conscious eating by providing access to organic, chemical-free food products.
- Create sustainable livelihood opportunities by ensuring a stable market for women farmers.
- Foster a sustainable food system by encouraging organic farming and local food production.
The initiative began in April 2024 at the SEWA head office in Trivandrum as a monthly event. The market quickly became popular among health-conscious consumers, particularly those concerned about the rising prevalence of lifestyle diseases. The bazar offered a wide range of organic products, including vegetables, spices, dried fish, jackfruit, masala powders, rice flours, dried tapioca, coconut oil, tamarind seed, and saplings.
Following the success in Trivandrum, the market expanded to Kottayam district, working closely with local unit leaders who coordinated the collection of organic produce from rural women farmers. These unit leaders played a critical role in ensuring a steady supply of fresh, non-toxic food while strengthening direct connections between producers and urban consumers.
The Organic Bazar has witnessed growing interest in both Trivandrum and Kottayam. Regular customers, many of whom are aware of the health risks associated with chemically treated foods, have expressed satisfaction with the quality and taste of the organic products. Consumers also appreciate the transparency and trust in knowing that the food they purchase is locally sourced from SEWA women farmers practicing sustainable agriculture.
A key factor in the initiative’s success has been the involvement of unit leaders, who not only facilitate logistics but also educate consumers about the health benefits of organic food. Their efforts have helped maintain a consistent demand, ensuring that women farmers receive fair compensation for their products. To date, the initiative has provided over 25 women farmers with a stable source of income, enhancing their financial security and enabling them to reinvest in their farms to improve both scale and quality.
By offering high-quality organic products and fostering strong relationships with consumers, the Organic Bazar has cultivated a loyal customer base. Additionally, word-of-mouth referrals from satisfied customers have significantly contributed to attracting new buyers, further expanding the reach of the market.
Despite its success, the initiative faces several challenges:
- Coordinating the collection of products from different areas and ensuring the freshness of perishable items like fruits and vegetables requires careful planning.
- Maintaining a consistent supply of organic produce during off-season months remains a challenge for producers.
- While demand for organic food is growing, some consumers hesitate to switch due to higher prices or a lack of awareness about its health benefits. Ongoing consumer education is crucial.
- As the initiative expands into more residential areas, maintaining product quality, building new relationships with local women farmers, and marketing the bazar to new audiences will require additional resources and strategic planning.
To strengthen and expand the Organic Bazar initiative, the following steps are planned:
- Expansion to new residential areas to increase accessibility for consumers and opportunities for farmers.
- Increasing product variety to cater to diverse consumer needs and preferences.
- Training and capacity building for women farmers to enhance their knowledge and skills in organic farming, marketing, and business development.
The bazar is supported by the APFP-FO4A program through SEWA. APFP-FO4A is implemented by the consortium Asian Farmers’ Association for Sustainable Rural Development (AFA) and La Via Campesina (LVC) and funded by the European Union and the International Fund for Agricultural Development (IFAD).
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