Farm-direct marketing is a long-felt need of the farmers and consumers as it goes a long way in ensuring higher remuneration to the farmers and meeting the satisfaction level of the consumers through the direct sale of the agricultural commodity by the farmers to the consumer at affordable prices. Direct marketing of agricultural produce helps in the complete elimination of middlemen and commission agents who charge a high level of commission fee from the agriculturists/farmers coming to the market yards to sell their produce and then artificially inflate the retail prices. We ensure this by processing the farmer’s produce at an in-house processing unit and providing them with the highly appreciated value of their produce. We collect the produce direct from the farmers and deliver the product to the consumer’s doorstep.

Direct farmer relationship goes beyond opening markets for hardworking farmers. We believe in a bigger purpose of developing solid relationships with farmers who aspire to be self-driven entrepreneurs.

Site selection for the naturally grown produce is very important to give the best out of it. The farm should not be located downhill as there are higher chances that the uphill use of chemicals and fertilizers by other farmers will get mixed in the area of the organic farm. If there are polluting industries close by like a brick manufacturing facility, this is also likely to enhance the chances of rejection as organic. Mentality. Farmers’ attitude towards organic agriculture is important. If they believe in the concept then they are more likely to stick to this method. Trustworthiness. As is experienced in most other cases of this type of farming, trust is an important issue in the relationship between farmers and coordinating agencies. Testing for quality compliance is impossible every time as these methods are time-consuming and expensive. Constant monitoring of all farmer actions is not possible. A high level of trust in farmers reduces the transaction costs of monitoring. Therefore, Tatva Himalaya team will coordinate constantly with the farmers and trust-building exercises through ethical business systems.

In Tatva Himalaya’s ethical business practice, farmers need to consider when selecting which direct marketing channels fit best with a farm’s resources, goals, and accessible customer base. All successful farming operations require mastering the delicate balance of production and distribution that Tatva Himalaya performs successfully.