Strawberry initiative bears fruit

The Statesman, Jan 9, 2009

BHUBANESWAR, Jan. 8: Thirteen farmers have successfully grown strawberries in Lanjigarh area in Kalahandi district, in an achievement which may change their fellow farmers’ attitude towards cash crop cultivation, as well as to their own fate.
This may be the first such instance for the state, claimed Vedanta Aluminium, who played an instrumental role in the cultivation.
The company provided technical assistance, training, guidance and agricultural support in the form of seeds, organic manure and training, as part of its Corporate Social Responsibility (CSR) initiatives. Around 70,000 runners were planted in 3.5 acres of land. Vedanta's CSR team carried out regular monitoring and supervision of the field to induce better yield and production. The runners developed by the end of November, and during the first week of December they started bearing flowers. The farmers hard work fructified by the end of the month in the form of ripe strawberries.
Company sources confided that it had taken a great deal of time to convince farmers to grow strawberries. Initial reactions on hearing the project proposal were negative, with the majority unwilling to take up the project. In response, the CSR team organised training and awareness sessions to convince and educate the farmers about the benefits and feasibility of the project in this area. “We had never thought about producing strawberries. We are now truly astonished to see the fruits of strawberries grown by us,” said Mr Kataru Majhi of Rengopali Village.
Strawberry, being a cash crop, potentially has a much higher profit margin than regular produce. The red fleshy fruit is extremely lucrative, judging by the high demand in the market. So far, the growth of strawberries has bolstered the earnings of the farmers by Rs. 50,000 to 75,000 per acre. Vedanta Aluminium is now sounding out commercially viable markets for setting up new relationships, and is negotiating with some of the leading supermarkets and hotels in its bid to sell the produce.