‘Thalir’ makes its debut in Kochi

KOCHI: Kakkanad-based vegetable and fruits promotion council Keralam (VFPCK) has opened the first outlet of its branded produce (Thalir) at Edappally. The outlet at the Milma showroom office has started off with ‘nendran’ bananas sale.
VFPCK is also planning to expand the branding to more vegetables and fruits produced by its cluster farmers. “Thalir green outlets is our guarantee that the produce is safe-to-eat and we will be setting up more such outlets across the state,” said CEO Prof A K Sherief, adding that ‘thalir’ branded products would soon be available in all supermarkets, Horticorp and supplyco outlets.
The produce is from selected farmers who follow good agriculture practices (GAP).
Thalir green eco shops are part of Rs 15 crore project ‘strengthening marketing network in Kerala’ submitted by VFPCK to the state government as part of ‘rebuild Kerala’ following extensive damage to farmers during 2018 flood. VFPCK officials said in the first phase, 34 thalir green shops will be opened this year. Apart from the produce of safe-to-eat guaranteed produce, seeds, seedling, sapling, vegetable compost, all produced from the farmer groups will be available for sale.
Assuring that the produce will be residue-free products, Sherief said these ecoshops will not have anything brought from outside.
“We hope to build market faith and then raise the price for consumers who is getting this good product,” he added.
VFPCK has 288 farmer groups and another 200 groups are under the participatory guarantee scheme.