The Small Farmers’ Agri-Business Consortium (SFAC), a society promoted by the Ministry of Agriculture and Farmers Welfare of the Indian government, has launched a special marketing campaign called Millets Giveaway. The campaign is aimed at promoting direct purchase from small and marginal farmer producer organisations (FPOs) to support their livelihoods. The Millets Giveaway campaign encourages citizens to purchase millets directly from FPOs through the ONDC’s My Store, a marketplace built for Indian sellers. Millets are the primary focus of the campaign, motivating more people to adopt these grains in their diet.
Millets: The Forgotten Superfood
Millets are a group of small-seeded grasses that are cultivated in arid and semi-arid regions. They are a staple food in many parts of the world, including India, Africa, and China. Millets are a great source of nutrition, containing high amounts of protein, fiber, and essential minerals such as iron and calcium. They are also low in fat and gluten-free, making them an ideal food for people with dietary restrictions.
Despite their numerous health benefits, millets have been largely forgotten in modern times. The increasing popularity of rice and wheat has led to a decline in millet cultivation, resulting in a loss of biodiversity and a decrease in the incomes of small farmers who rely on millets as their primary crop.
Supporting Small Farmers through Millets Giveaway
The Millets Giveaway campaign aims to reverse this trend by promoting direct purchase from small and marginal farmer producer organisations (FPOs) in India. These FPOs are groups of farmers who come together to collectively sell their produce, thereby increasing their bargaining power and improving their livelihoods.
By purchasing millets directly from FPOs, consumers can support small farmers and help them earn a fair price for their produce. This not only improves the economic conditions of farmers but also encourages sustainable agriculture and the conservation of millet biodiversity.
The Millets Giveaway campaign has partnered with the ONDC’s My Store to provide a platform for FPOs to sell their millets online. Consumers can browse through a variety of millets, including foxtail, finger, kodo, and little millets, and purchase them directly from FPOs at a reasonable price. This eliminates the middlemen who often exploit small farmers and ensures that farmers receive a fair share of the profits.
The Importance of Sustainable Agriculture
The Millets Giveaway campaign is not just about promoting millets but also about supporting sustainable agriculture practices. Millets are known to be drought-resistant and require less water than other crops such as rice and wheat. By promoting millets, the campaign encourages farmers to adopt sustainable farming practices that are better for the environment and help conserve natural resources.
