Shillong, August 11: The Farmers from North Garo Hills Meghalaya in a significant step towards strengthening market access and enhancing livelihood opportunities for rural farmers, 35 banana farmers from North Caro Hills have collectively marketed approximately 15 metric tonnes (MI) of raw banana to HimalayanTraders, Patna, through Dijako Agro Producer Company Limited with support from MNREDA.
The initiative demonstrates the effectiveness of a structured Buyer market linkage model, enabling smallholder farmers to access larger markets beyond the traditional trading system.
By facilitating aggregation, transportation, and direct market Connectivity, the model seeks to improve famers’ bargaining reduce market constraints, and create opportunities for better realization.
DijakoAgro Producer Company Limited played a key role in aggregating produce from individual farmers, coordinating collection activities, and arranging transportation and market-linkage support to ensure the successful dispatch of the consignment to Patna.
This first consignment is undertaken as a pilot market linkage initiative, allowing the buyer to assess critical parameters such as quality, size, maturity, grading, packaging. And prevailing market demand. The feedback received from the buyer will help streamline future procurement processes, quality standards, and pricing mehanisms, thereby creating a more sustainable marketing ecosystem for banana farmers in the region.
Key Highlights, 35 farmers directly connected to an Organized market channel, 15 MT of raw banana and marketed collectively, Direct market linkage established with a bulk buyer in Patna, support for collection, aggregation, and transportation Enhanced understanding of quality standards and market requirements.
The improved access to market intelligence on demand and pricing trends, Potential reduction in distress sales during harvesting period, opportunity to scale collective marketing to larger volumes and additional markets the initiative highlights the importance of organized aggregation and market-led interventions in sustainable agricultural value chains.
Regular interaction with bulk buyers is expected to generate valuable information on preferred varieties, grading standards, packaging requirements, and demand patterns. Such market intelligence will supprt farmers in planning production and harvesting schedules more effectively and aligning their produce with market requirements.
The successful movement Of the first consignment marks an milestone in building a stronger banana value chain in North Garo Hills and demonstrates the of collective marketing approaches to connect Meghalaya farmers with national markets and major consumption centres across the country.
Meghalaya New and Renewable Energy Agency (MNREDA) appreciates the efforts of the participating farmers, Dijak0Agro Producer Company Limited, and market partners in facilitating this initiative. The Agency remains committed to supporting oriented interventions that promote sustainable rural development, improve market access, and strengthen income-generating opportunities for farming communities across Meghalaya.
