New Initiatives - Horticultural Marketing through Operation Greens

Chander Mohan
Chander Mohan
Narendar Modi

he Operation Greens would promote farmer producers organizations/companies, agri-logistics and processing facilities. But then there’s the risk of spreading resources too thinly across components and states, rather than having a focused mission scaleable over space and time, it is replicating success of Operation Flood.

Apart from funding, the operation green is based on the size; range; technology; markets;and institutional as the National Dairy Development Board (NDDB) has created the impact of Milk  as Operation Flood. So a complete new Institution to be set up say, National Horticulture Development Board (NHDB). The readers and dealers can suggest to Krishi Jagran, through the responce.

The  Government has stated it is commitment  to Operation Greens; an initiative focusing on the organized marketing of tomatoes, onions and potatoes (the so-called TOP vegetables) by effectively connecting farmers with consumers. The initiative had centre stage among the proposals of the latest Union Budget. The budget provides ₹ 50 million (€ 620.000) for Operation Greens. The question is: How is this money going to be spent? According to the suggestions in the  Finance Minister’s speech. suggests

The first is size: India’s production of potatoes in 2016-17 was estimated at 48.61 million tonnes, with 22.43 mt for onions and 20.71 mt for tomatoes. 

The second is range: There are so many varieties of the above produce, grown in different climatic conditions and in different seasons, making marketing intervention all that more complex.


The third is technology: In horticultural produce, viable technology options for long-term storage, transport, and processing are still being developed or fine-tuned. The energy intensity of available technologies, especially with rising fuel prices, poses additional challenges.

The fourth is markets: the ready market seamlessly connecting producers to consumers for TOP – whether processed or otherwise – is, at present, very small in relation to total production. This market has to be developed through a viable business model. Such development, going by the author’s personal experience in marketing dehydrated onions, is both time and cost consuming.

The fifth is institutional: there does not seem to be any institution today that can implement Operation Greens similar to what the National Dairy Development Board for milk did in Operation Flood. Should a complete new institution be set up?

Operation Greens Mission” and this scheme is announced in the Union Budget, 2018-2019. Finally, the TOP project will build up processing of Onion, Potato, and Tomato & increase the equipment of these all veggies. Appropriately, this scheme’s operation will authorize the Government rule, the costs of the Onion, Potato and Tomato will be stable even in the lean period or period of the scarcity. For this project’s operation green, our central Government has distributed ₹500 crore in its every year budget.

Our honorable central government will take up the outlines of this brand new project with the numerous stakeholders in the final week of February.  Additionally, the Government can provide encouragements to every farmer to increase production of these three veggies below the TOP project.

The most valuable features & the memorable part of this TOP project are as follows:

Our honorable Ministry of the Food Processing is composing each probable achievement to work out the outline of the Operation Greens instantly.

Finally, the Government will be promoting the TOP preparing & it will incentivize the production of Onion, Potato, and Tomato.

For that reason, the Government will be compressing the supplied series and provide the suitable climate foundation for the natural safeguarding of the TOP. The Central Government has also set aside ₹5 billion for this TOP project.

Under this project, numerous FPOs or the Farmers Producers Organizations, Agri-Logistics transforming facilities & the professional authority will achieve encouragement.

The Operation Greens will help every farmer to achieve suitable expenses for their vegetables. In addition to this, the TOP project will help the people to gain Potato, Onion and Tomato at the acceptable prices.


The Implementation:

Secretary of the Food Processing J P Meena declared that the features keys of this TOP project are the greatest hopefully to bring ready till 2018 April. For the profitable operation of this project, the Central Government has earlier mapped vegetable collections over the whole country.

Additionally, the Central Government will accomplish on the backward and advancing linkages for the FPOs or the Farmers Producers Organizations to authorize them to get the advantages of this amazing project. The Central Government has recently announced the “Operation Greens” on unchanging line of the “Operation Flood”.  The “Operation Flood” scheme was started in 1966 & it was a great diary improvement program of the Central Government.

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