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PRO NATURE ORGANIC IS ALSO PRO WOMEN

The leading organic foods company stands for empowerment of women, with 60% of its workforce as female

By Athar P (with inputs from Sudha Narasimhachar)

ith a majority of its workforce comprising women and hundreds of female farm workers directly contributing to its production capabilities, Bengaluru based Pro Nature Organic Foods is actively working towards women's empowerment—both in rural and urban arenas.

W

Boldly brandishing a logo declaring its “Powered

by Women” status across branding collaterals, the 11-year-old organic food marketeer aspires to introduce more women into the organic profession in its endeavour to empower rural and marginalised women, as well as, bolster entrepreneurship in urban women.

In alignment with this goal, Pro Nature provides employment to hundreds of rural women in Maharashtra, as well as, to women hailing from tribal communities in the states of Odisha, Karnataka, Rajasthan, Uttarakhand and Madhya Pradesh. Furthermore, more than 60% of its employees across functions—Operations, Administration, Finance, Sales and Marketing— are women.

HELPING HER PITCH IN Thirty eight-year-old Punyavati of Udaya Nagar had never worked outside domestic capacity prior to joining Pro Nature five years ago. A mother of two, her salary at the firm as a senior supervisor helps sustain the engineering course of her disabled daughter, as well as, contributes towards the Industrial Training Institute course being pursued by her son. “My husband is a tailor and we could ill afford our children’s education on his earnings alone. I am glad I was given work when I had never worked a day in my life. My sincere efforts were recognised and I have been promoted to the post of senior supervisor in the despatch section, where I oversee the work of 15 employees,” she beams.

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Another woman, Asha S from Kaggadasapura, is with the company since the age of 18. Now 22, she has risen to the rank of a supervisor trainee in the production unit, with 20 workers under her vigilant gaze.

the production unit, and support is given for children's admissions if required. “The atmosphere here is congenial for women and our efforts are recognised. It is a good feeling,” says Asha, who says she may never consider a job change.

WOMEN HAVE IT! The pro women stance stems from the founder, Varun Gupta’s, belief that empowering women is the need of the hour in an inherently patriarchal society such as prevalent in India. He is of the opinion that women have sound management skills and possess a sense of ownership about the companies/brands that fall under their incumbency. “Since 2006, Pro Nature has positively impacted the livelihoods of hundreds of rural women and we are committed to increasing this impact significantly every year. Women are excellent managers, are deeply committed, responsible and have a sense of ownership about whatever they do,” he says.

FARM TO FACTORY Over 400 women farm workers are engaged

by Pro Nature for production annually and the company’s target is to double the impact every year. “Our efforts have been recognised by Women on Wings, a social enterprise, which aims to create one million jobs for women in rural India,” says Gupta, who is also actively involved with an initiative of the not for profit, TIE Women, ‘Project AIRSWEEE’ (All India Road Show on Women's Economic Empowerment through Entrepreneurship), which is aimed at fostering entrepreneurship amongst aspiring young women in tier 2 and 3 cities. Through this platform, he currently mentors five women entrepreneurs in food and agri business.

The pro women stance stems from the founder, Varun Gupta’s, belief that empowering women is the need of the hour in an inherently patriarchal society such as prevalent in India

Besides salaried remuneration, the women employees of Pro Nature are supported by the firm by dint of interest-free loans for their children's education. Attrition is limited by taking away some of the impediments that cause women to drop out of the workforce—pick and drop facility is provided to all women workers at

Founded in 2006, Pro Nature Organic sells its certified organic food products through over 3,000 retail stores across South and West India and is now taking steps toward expansion to Northern India. Prior to its founding, Gupta was an employee harbouring entrepreneurial aspirations at an agri exports company till the year 2000.

His dream transformed into reality, he now looks forward to the denouement of a global footprint, while also contributing to the elevation of women through sustained employment and mentorship.

Pure & EcoTM India | April-June 2018

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Editor's Note Dear Reader, You know Organic Food is good for you but do you know how to identify it, especially fruits and vegetables? Read 5 Ways to Identify Organic Foods to arm yourself with some knowhow.

Summer’s here and the most pleasurable way to combat soaring temperatures is to chow down on some ice cream. But does the mango ice cream you enjoy so much really contain mango or is the real fruit playing truant, proxied by a sugary syrup? Is that added colour that makes your strawberry scoop blush? How much preservative and essence are lurking in your vanilla cup? Ever wondered?

elements 12 NOW, GROW PLANTS THROUGH AN APP

13 AALIYA, SHRADDHA & KANGANA HAVE ALL GOTTEN MARRIED

Deets inside!

19 HOW TO KNOW WHAT’S REALLY ORGANIC

Arm yourself with a little knowhow

Just in case you’re the sort who likes real foods in their goodies, read Cool & Artisanal Ice Creams, which lists some of the boutique ice cream brands in the country. The ice creams featured are made in small batches, and are handcrafted and devoid of preservatives and food colours. With real fruits and other real ingredients in them. Real!

21 COOL & ARTISANAL ICE CREAMS

Did you know there’s a jet black Indian chicken breed called the Kadaknath that commands a high price in the market due to its many medicinal properties? Read about it in Black Beauty.

30 A VISIT TO AMAN BAGH

Join us on a tour of Aman Bagh, an organic and artisanal farm in Dhaud, Haryana, which houses 1500 organic trees and a bevy of farm animals. Learn how to make Rustic Bread from scratch, and understand why Vegan Cosmetics are Trending these days. Do not miss our feature on the oft ignored Sattu, our very own indigenous superfood. Do give it a chance this summer!

Lastly, ladies, please read 10 Reasons to Switch to Menstrual Cups to learn why ditching the pad is a safer and cheaper option.

There is so much more inside. We look forward to receiving your letters and feedback.

Small-batch. Handcrafted.

Preservative-free

ORGANIC & ARTISANAL FARM

Featuring 1500 trees + farm animals

33 A VEGAN SPA IN PUNE 36 HOW TO MAKE RUSTIC

BREAD FROM SCRATCH

Learn from a sourdough baker

39 HUMBLE & HARDY SATTU It may not be cool. But it is very, very strong

With Gratitude

40 WHY VEGAN COSMETICS ARE TRENDING THESE DAYS

R Rawat editor@pureecoindia.in

41 WHY YOU NEED TO SWITCH TO MENSTRUAL CUPS

Ladies, time to ditch the pad

NAMEPLATE Editor: R Rawat Subeditor: B Sen Writers: Sunita Jaju, Karin Heinze, Rodrigo Rojas, Roy Postigo Medina, Luke Coutinho, Nandini Gulati, Shikhee Agrawal, Hemendra Singh Jadon, Sujit Sumitran & Neha Bangale Art Editor: Santosh Kushwaha Marketing: K Das Subscription: J Alase, Y Rao, A Steele IP Protection: Khurana & Khurana Advocates and IP Attorneys Contact Details: 0120-4218858; ads@pureecoindia.in; www.pureecoindia.in Affirmation: Vol 3, Issue 4, Quarterly, Gautam Budh Nagar, RNI UPENG/2015/63900

Owned, edited, printed and published by Rutaksha Rawat at C-48, Sec 19, Noida 201301, UP, India. Printed at Cirrus Graphics Pvt Ltd; Sector-67, Noida, UP, India.

Disclaimer: The views and opinions expressed in Pure & Eco IndiaTM are solely those of the authors and do not necessarily reflect those of the editors and publisher. Although all efforts have been made to present accurate information in the magazine, neither the writers nor the editors and publisher can be held responsible for consequences arising from any error, omission, opinion or advice published in the same. The health and spiritual advice published in the magazine is meant to guide readers and not substitute/replace doctors’ or therapists’ advice in any way or form. All material in Pure & Eco IndiaTM is protected by copyright and reproduction of the same in part or full is prohibited.

Pure & Eco India stands indemnified against any claims arising directly or indirectly from the publication or non publication of advertisement/advertisements. All rights reserved. All trademarks and trade names mentioned in this magazine belong to their respective owners. All disputes are subject to the exclusive jurisdiction of competent courts and forums in Noida, Uttar Pradesh, India.

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April-June 2018 | Pure & EcoTM India

42 BLACK CHICKEN MAGIC The jet black Kadaknath chicken is famous for its healing properties

45 ONE MAN’S OBSESSION WITH COCONUTS

46 PASSION FOR PASTA No one does pasta like the Italians!

50 SUPERFOOD HAVEN: PERU Errata:

January-March 2018 issue; Pg 27: Harvest Fresh Farms offers 3 rooms in its farmstay, not 2.

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INDIA’S ONLY ORGANIC NEWS MAGAZINE

NEWS &

BREAKING NEWS: BIOFACH INDIA INTRODUCES ‘NATURAL EXPO INDIA’ ORGANIC

EU COMMISSION ALLOWS BAYER’S ACQUISITION OF MONSANTO The European Commission has approved, under the EU Merger Regulation, the acquisition of Monsanto by Bayer. The merger is conditional on the divestiture of an extensive remedy package, which addresses the parties' overlaps in seeds, pesticides and digital agriculture.

Commissioner Margrethe Vestager, in charge of competition policy, comments on the development, "We have approved Bayer's plans to take over Monsanto because the parties' remedies, worth over EUR 6 bn, meet our competition concerns in full. Our decision ensures there will be effective competition and innovation in seeds, pesticides and digital agriculture markets after this merger."

Monsanto is the world's largest supplier of seeds, which generates most of its sales in the US and Latin America. The company also sells glyphosate, the most used pesticide worldwide to control weeds. Bayer is the second largest supplier of pesticides worldwide, with a strong focus in Europe.

It is also a global seeds supplier for a number of crops. The transaction will create the largest global integrated seed and pesticide player.

UPCOMING EVENTS

SUSTAINABLE FOOD AWARDS About: Co-hosted alongside the European edition of the Sustainable Foods Summit, the Sustainable Food Awards recognise operators who’re pushing the sustainability agenda in the food industry.

Dates: June 7 & 8, 2018 Venue: Mövenpick Hotel, Amsterdam, the Netherlands Organiser: Ecovia Intelligence Website: www.sfawards.com

FOOD SAFE T Y

SUPERFOODS

AGRIT

NOW, GROW PLANTS THROUGH AN APP Biopod Systems Inc, a Canada based company making “Smart Microhabitats” for growing indoor plants has made a foray into India and appointed Vision Aqua as its exclusive nationwide distributor and service partner.

Both companies have aggressive plans for the Indian market and are targeting the opening of 200 Biopod Uni Stores across the country by 2020, the priority markets being Mumbai, Delhi, Gurgaon, Bengaluru, Kolkata, Raipur and Hyderabad in Year 1. Positive on the offtake of the product, they anticipate a sell through in excess of 10,000 units a year.

Priced between `36,900 and `86,900, Biopod allows one to grow plants indoors—totally controlled by an App on the smartphone. It mimics a natural environment by employing aeroponics and self regulates the habitat, lighting, temperature, humidity control and oxygenation.

“Now, thanks to Biopod, even those with little knowledge or time for plants can enjoy and foster them through the flick of a finger. We believe this sleek development in eco technology is the next generation in home gardening in our rapidly evolving world,” says Tom Lam, co founder and chief marketing officer, Biopod Systems Inc.

FSSAI TAKES STOCK OF E-COMMERCE FOOD BUSINESSES The Food Safety and Standards Authority of India (FSSAI), has operationalised the Food Safety and Standards (Licensing and Registration of Food Business) Amendment Regulations, 2018. Food Business Operators (FBOs) are to follow these (given hereunder) revised regulations with immediate effect and the enforcement of these shall commence after the final regulations are notified in the Gazette of India: E-commerce entities providing listing of (and transactions for) food products on their website require FSSAI licenses.

Sellers on the e-commerce platform are

required to display their license obtained under the FSS Act and Regulations.

All e-commerce FBOs are required to sign an agreement with the sellers averring that the latter are compliant with FSS Act and Rules and Regulations.

Sellers who offer pre-packed food for sale must ensure that a legible and clear picture of

12

BREAKING NEWS: BIOFACH INDIA IN

the principal display panel of the food is made available for viewing by customers.

Any food article delivered to the consumer by the e-commerce FBO must have a shelf life of 30% or 45 days before expiry at the time of delivery.

Sellers dealing in fresh produce must provide an indicative image of the same produce to the e-commerce FBO for display on their platform.

Food products offered for sale by an e-commerce FBO shall be liable to sampling at any point of the supply chain.

E-commerce FBOs must ensure that no misleading information about the product is shown on their platform and must immediately delist any food products not compliant with the FSS Act or Rules or Regulations.

E-commerce entities providing listing of food products on their platform must list the rating of the FBO, as specified by the FSSAI.

Pure & EcoTM India | April-June 2018

EVENTS

NTRODUCES ‘NATURAL EXPO INDIA’

TOURISM

YOUR SUPPORT IS CRUCIAL TO OUR MISSION. SUBSCRIBE TODAY. subscribe@pureecoindia.in

BREAKING NEWS: BIOFACH INDIA INTRODUCES ‘NATURAL EXPO INDIA’

ENVIRONMENT

TR ADE

S U S TA I N A B I L I T Y

PERU PROMOTES ITS SUPERFOODS IN INDIA

AALIYA, SHRADDHA & KANGANA HAVE ALL GOTTEN MARRIED Green People, a social enterprise promoting agritourism in Uttarakhand, celebrated the 2nd edition of the Bakri Swayamvar (Goat Marriage) on March 11, 2018, in Village Pantwari, Nag Tibba, Tehri Garhwal, Uttarakhand.

The food trade fair, Aahar 2018, which took place from March 13 to 17, at Pragati Maidan, New Delhi, witnessed representation from Peru, through the Embassy of Peru in India, as well as, several Peruvian exporters.

Fifteen aspiring grooms of the goat and sheep families turned up at the swayamvar to woo Alia and Shraddha (goats), as well as, Kangana (sheep) and the females tied the knot with Dillu, Sonu and Bablu, respectively, with more than 3,500 baraatis (wedding guests), in attendance while the couples took pheras* around the sacred fire. Guests included herdsmen, villagers, enthralled tourists and animal husbandry and tourism agency officials.

“Aahar offers the opportunity to increase awareness about Peruvian superfoods amongst Indian consumers and strengthen relations with Indian importers and distributors of cocoa, nutraceuticals and health foods. At the moment, we are exporting Red Globe grapes, avocados, different varieties of cacao, asparagus, and premium quinoa to India. Negotiations are currently in process for the export of Peruvian blueberries and mandarins to India as well,” said Roy Postigo Medina, Economic and Commercial Office, Embassy of Peru in India, at the event.

The mission of Bakri Swayamvar is to use humour and novelty to promote and revive the indigenous culture of herding in the Uttarakhand hills—now a dying vocation—and also stress on the significance of gene pool improvement and best breeding practices for livestock.

"There are over 10,00,000 goats in Uttarakhand and roughly 10% of the state's population is engaged in goat farming. However, due to the exodus of youth to urban cities in pursuit of employment, it is receding as a vocation. Another issue is that the sector is unorganised, with little emphasis on correct breeding practices, and rampant inbreeding carries on without checks.

Both these problems are serious and need to be addressed," says Rupesh Rai, founder, Green People.

At the swayamvar, goat and sheep farmers from 13 Uttarakhand districts were recognised for their contribution to herding. The noted Garhwali folk singer, Narendra Singh Negi, graced the occasion as chief guest, along with other regional artists. Concurrent to the wedding function was an exhibit of different goat breeds. Cultural dances on the sidelines of the ceremony included various indigenous dance forms of the Himalayas.

At the trade fair, visitors got to learn about the benefits of Peruvian superfoods like Sacha Inchi oil, maca flour, quinoa and Amazon nuts, as well as, sample Peruvian avocados, Red Globe grapes, snacks made of Giant Corn of Cuzco and Peruvian chocolate, which is made with cocoa grown organically in the Amazon. Superfoods from Peru can be purchased at Modern Bazaar, New Delhi, and Foodhall outlets.

Photos by Prerna Prasad

With Dehradun’s Waste Warriors as its waste management partner, the mock wedding was a zero waste affair and used compostable plates and utensils.

Green People contributes towards development and reverse migration through its agritourism drive, The Goat Village (a cluster of rural, ethnic retreats and homestays) and Bakri Chhap (a natural Himalayan products brand).

The next Bakri Swayamvar will be hosted in 2019.

*In Hindu weddings, the bride and groom, joined by knotted scarves, walk around a sacred fire seven times to solemnise the marriage.

Organic

lace

Marketp

NEWS & EVENTS

MAROMA’S CEO EXHIBITS POTATO FESTIVAL IN CHILE ARTISTIC CANDLES Contributed by Rodrigo Rojas, director, Agro Mapu Business Ltda, Chile Like every year, Carahue, Chile, celebrated its traditional Potato Festival from February 23 to 25, 2018, at the Municipality Carahue. More than 20,000 people visited the venue across the three days to see the 350-strong exhibits, as well as, the creation of the ‘World’s Largest Potato Cake’.

In celebration of Auroville’s 50th anniversary and Maroma’s 40th year, the CEO of the Auroville-headquartered brand, Maroma, Paul Pinthon, hosted a candle exhibition in February 2018.

Mr Pinthon was impressed by the various colours of recycled wax stored in buckets and decided to work with wax and create unique candles. He was intrigued by the industrial aesthetic and wanted to marry two very different materials—wax and metal—together. This happened naturally while searching for a way to attach large pieces of wax to various shapes, forming sculptures by using metallic nuts, bolts and screws.

Mr Pinthon has been inspired by contemporary and classical artists alike, and these candles represent his homage to art’s great masters.

Maroma manufactures a wide range of fairtrade and natural home fragrances and vegan bodycare products, which are sold in India, and are also widely exported.

For further information, visit www.maroma.com

The gigantic cake, which had 200 chefs working on it, stretched 364 ft long in its finished form and made up 8,000 portions—containing a whopping 2,000 kg potatoes, 350 kg meat, 470 kg onion, 550 eggs, 23 kg raisins and 70 kg olives.

Potato holds great significance in Chile, as 90% of modern potato varieties outside the Andes are known to have originated in south Chile.

SHARE YOUR EVENT Share information about your upcoming event at pureecoindia1@gmail.com. We are currently accepting information for August, September and October of 2018.

NEWS & EVENTS

NATURE BIO-FOODS SETTING UP SUBSIDIARIES IN USA & THE NETHERLANDS The international expansion is targeted at creating new markets for its farmers

By Rutaksha Rawat

Haryana-headquartered organic and fairtrade company, Nature BioFoods (NBFL) Limited, which contributes 10% to India’s total organic food export volume to the tune of US$ 37 mn (approx `237 crore) per year, has announced the launch of two international wholly owned subsidiaries— Nature Bio-Foods BV, in The Netherlands—and Nature Bio-Foods Inc in USA. While the Netherlands’ subsidiary has been established in April 2018, NBFL’s USA business is expected to be launched in the third quarter.

NBFL, which is export-led, with 90% of its business coming from export sales, has already been catering widely to both USA and Europe. The company has now taken the decision to form local subsidiaries to cater more intensively to its customers—a move aligned with the company’s mission to achieve 100% sales for its farmers for which, creation of new markets is requisite.

“Having local presence in place will inspire greater confidence in our customers and allows for a deeper sense of involvement. We’re strongly equipped to fulfil the end-to-end requirements of our clients—right from cultivation to processing and packaging, and finally, delivery,” says Rohan Grover, Director, Global Business, NBFL. NBFL’s international customer base primarily comprises business to business, “partners”, who have been allocated dedicated farms (by NBFL) to their projects and purchase 100% produce of the farms they undertake.

“Our clients come to India, visit our farms and farmers and take over entire farms that are dedicated to their companies. Thus, they work with us actively as partners on our projects,” informs Anmol Arora, Director of Operations, NBFL. With a 45% annual growth over the last five years, NBFL aspires to touch the US$ 110 mn-mark (approx ` 710-800 crore) by 2023 through market

“Having local presence in USA and the Netherlands will inspire greater confidence in our customers and allows for a deeper sense of involvement.

We’re strongly equipped to fulfil the end-to-end requirements of our clients— right from cultivation to processing and packaging, and finally, delivery” ROHAN GROVER, DIRECTOR, GLOBAL BUSINESS, NATURE BIO-FOODS LTD

and category expansion, as well as, consolidation of its core offerings—rice and value added rice products.

Plans are also afoot to promote its ecoLife brand in international retail markets.

Established in 1997, NBFL is owned by LT Foods. One of a clutchful of Indian companies to be both organic and fairtrade certified, the pioneer is also the first organic company in the country to have been conferred with the coveted CII Food Safety Award in December 2017.

NEWS & EVENTS

GLOBAL ORGANIC DATA SHOWS RESILIENT GROWTH

By Karin Heinze; Graphics © FiBL/AMI*

M

ore farmers, more land and a growing market. This is the résumé of the 19th edition of The World of Organic Agriculture. The Research Institute of Organic Agriculture (FiBL) and IFOAM – Organics International launched the statistical yearbook at Biofach 2018 in Nuremberg. This comprehensive collection of the latest available data (2016) on organic agriculture worldwide contains data on area, operators, and retail sales: 57.8 mn ha of organic agricultural land and organic products, with a total value of almost US$ 90 bn were sold globally.

POSITIVE TREND CONTINUES Consumer demand is increasing and 178 countries report organic farming activities. The yearbook provides a clear statement on the resilience of the organic market trend.

"Considering the latest figures and the continuous and sustainable growth over many years, the organic movement can look confidently to the future," summarise the Swiss State Secretariat for Economic Affairs (SECO) and the International Trade Centre (ITC) supporters of the The World of Organic Agriculture, in their foreword.

The distribution of retail sales value shows North America and Europe require 90% of global organic retail sales

GLOBAL ORGANIC SALES REACHED US$ 90 BN The market research company Ecovia Intelligence (formerly Organic Monitor) estimates the global market for organic food to have reached US$ 89.7 bn in 2016 (more than EUR 80 bn). In detail the data shows that the United States continues to be the leading market, with EUR 38.9 bn whereas in 2015 it was EUR 35.9 bn, followed by Germany with EUR 9.5 bn (2015: EUR 8.6 bn), France with EUR 6.7 bn (2015: EUR 5.5 bn), and China with EUR 5.9 bn (2015: EUR 4.7 bn).

Furthermore, most of the major markets continued to show double-digit growth rates in 2016.

The organic market in France grew by 22%. The highest per capita spending was in Switzerland (EUR 274), and Denmark had the highest organic market share (9.7% of the total food market).

ALMOST 3 MN PRODUCERS WORLDWIDE ACROSS 60 MN HECTARES On the producer side, the statistical yearbook registered 2.7 mn organic producers worldwide—a growth of 300,000 new producers in comparison to 2.4 mn in 2015.

India continues to be the country with the highest number of producers (835,200), followed

by Uganda (210,352), and Mexico (210,000).

Together with the growth of farmers, the organic farmland has increased by 15% to almost 60 mn

16

The 10 Largest Markets for Organic Foods worldwide

ha. According to The World of Organic Agriculture yearbook, a total of 57.8 mn ha were organically managed at the end of 2016, representing a growth of 7.5 mn ha over 2015, the largest growth ever recorded.

Australia is the country with the largest organic agricultural area (27.2 mn ha), followed by Argentina (3 mn ha), and China (2.3 mn ha).

Almost half of the global organic agricultural land is in Oceania (27.3 mn ha), followed by Europe

(23%; 13.5 mn ha), and Latin America (12%; 7.1 mn ha). In 15 countries, 10% or more of all agricultural land is organic, another new record in global organic statistics.

* Agricultural Market Information Company, Germany.

The author is editor of www.bio-markt.info (German) and www.organic-market.info (English), online magazines for organic trade

Pure & EcoTM India | April-June 2018

NEWS & EVENTS

INDIA-PRODUCED ORGANIC SHRIMP WILL CATER FOR EU MARKET

Coop Cooperative of Switzerland will purchase at premium price

By Benefit Publishing Bureau

D

uring the India International Seafood Show held in Goa in January 2018, the Marine Products Export Development Authority (MPEDA) signed a Memorandum of Cooperation (MoC) with M/s Coop Cooperative, Switzerland, for the development of organic aquaculture in India with an objective to tap the growing EU market for organic marine products.

The MoC was signed on January 28, 2018 by Dr A Jayathilak, IAS, Chairman, MPEDA and Gerhard Zurlutter, Member of Management, COOP, Switzerland.

The other stakeholders involved with this pilot project are Kochi based firms, Baby Marine International and Jass Ventures Pvt Ltd, and their roles respectively are to organise the supply chain and process the produce through organic methods, for marketing by COOP Cooperative.

“Jass Ventures will be working as a farmers’ representative. Our main function will be to work as mentor for the organic farmers—help them with the implementation of ICS (Internal Control System) and organic standards, and also provide them with guidance on adequate organic farming methods and inputs,” says Anil Sasidharan, Director, Jass Ventures Pvt Ltd. The project will be run in the state of Kerala to produce Organic Black Tiger Shrimp (Penaeus monodon) initially in an area of about 1,000 ha during the proposed period of 3 years. MPEDA proposes to launch a pilot level demonstration project in a traditional filtration farm near Kochi shortly, in order to demonstrate the techno economic feasibility of organic farming in the state.

M/s COOP, which has nearly 2,200 sales outlets throughout Switzerland and wholesale/production business across Europe, has offered to procure the processed organic shrimp from India at a premium price.

Under the project, MPEDA will assist in identifying entrepreneurs and providing them with technical guidance on the production of high quality organic shrimp that meets national and international certification protocols. An Expression of Interest (EoI) will be released in this connection so interested shrimp farmers from Kerala can participate in the project. The

farmer members for this project will be selected after due inspection of their farm sites in order to ascertain the suitability of the proposed farm locations to adopt organic production methods. The selected farmers will be imparted training on organic principles of farming, as well as, on certification standards.

The organic certification standards for aquaculture under the National Programme for Organic Production (NPOP) will be followed initially, and subsequently, the project will acquire market specific international organic certifications such as Naturland Organic and Bio Suisse Organic.

The black tiger shrimp hatchery being constructed by MPEDA at Vallarpadam, near Kochi, is to be certified for organic production of seeds, so as to source organic shrimp seeds. A small scale feed mill will be empanelled for supply of organic shrimp feed for the project.

Upon successful implementation, the programme is proposed to be extended to other locations across India.

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Organic Food

5 WAYS

TO IDENTIFY ORGANIC FOOD

Simple pointers on how to tell what is organic

BY NANDINI GULATI

M

any consider organic food (food grown without the use of any chemicals) to be something special. But before the Green Revolution in India, all food was organic and it was just called “food”! It is ironic that today, non-organic food has become “conventional” and labels and certificates are required to verify authenticity of organic food.

The Green Revolution (1967 to 1978) entailed, among other measures, the menacing chemicalisation of Indian agriculture. It encouraged use of fertilisers, herbicides, pesticides, larvicides,

01

LOVE THE UGLY

Organic food does not look as smooth and shiny as the conventional produce you may see on the carts of vegetable vendors. Organic vegetables may have odd shapes and may appear dull in colour (they are not waxed and spray painted).

Also, organic daals and beans may not have uniform colours and may have a rustic, rough and unfinished look. In nature, almost every fruit or vegetable has unique bumps and edges. If the produce looks shiny, uniform, even and smooth, it’s likely not organic.

and fungicides. These poisons are meant to kill unwanted insects and toxic growths that damage crops, but in fact, they destroy all life form, some of it beneficial—such as earthworms and microorganisms present in the soil.

Most food today is sprayed with chemical fertilisers, primarily containing only Nitrogen, Phosphorus and Potassium, which do not provide wholesome nourishment to plants. Moreover, these chemicals, by way of food consumption, enter our systems and rob us of longevity and good health, and cause myriad diseases.

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SHORT & SWEET

Organic produce, especially, grains and pulses, do not last as long as conventional staples on the shelf because insects are not repelled by the chemicals. Also, organic foods are preservative free, so nothing is added during the packaging process to make the product last longer.

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Due to the rich nutrient concentration in organic produce, its taste is far more flavourful and, in the case of herbs and spices, quite intense.

Consequently, you need to use lesser quantities of these.

Sometimes you may spot a worm in your organic mango or vegetables. This actually shows there is life present on the farm from where the fruit or vegetable has been procured.

Conventional spices and nuts may have their oil removed to make them last longer on the shelf.

This makes the taste less intense and you need to use larger quantities to “taste” them.

The satiety level attained from organic food is also higher, which means that you tend to feel full faster as the higher diversity and amount of nutrients tend to satisfy your hunger sooner.

Having been a loyal consumer of organic foods for six years now, I have learned to identify real organic foods. Here are my 5 simple tips:

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THE SMELL, IT TELLS

The strong fragrance of organic fruits, spices and herbs is more potent than that of conventional foods. When one brings organic mangoes, oranges, turmeric, ginger or coriander home, the whole house comes alive with their fragrance.

Regular food, although primped and preened, barely smells of anything, if at all.

The ideal thing to do is buy manageable quantities of food frequently rather than buying in bulk for months. This way, you can enjoy nutritionally superior and safe food without having to resort to wastage.

04

TASTE THAT PACKS A PUNCH

With growing awareness of the ills of chemical based farming, the demand for organic foods has been growing over the years. Yet, the authenticity of organically grown food is a matter of serious concern. Due to the trend for organic foods and their more premium price, some scamsters try to pass off conventional (containing pesticide residue, ripening agents and other toxic chemicals) food as organic and customers are none the wiser.

INSECTS MEAN LIFE!

Remember what I mentioned earlier about pesticides—they kill life form. So, if your vegetable or fruit has an insect in it, it means it was not sprayed with pesticides. Or else this life form would not have existed.

Simply examine and wash the produce really well and cut out the rotten part and consume it. Of course, if it is infested, throw it away and ask your organic farmer for compensation. They are usually happy to oblige.

If you’re interested in organic foods, go to the organic farmers’ market (there is at least one in every city now) in your city.

Talk to the vendors and fellow consumers there. Try to find out if an organic farmer caters organic foods to your neighbourhood and buy directly from him/her.

Enquire about their natural practices of pest management and composting, etc, and make it a point to go and visit their farm and learn a little about organic farming—even if only elementary. This is also a wonderful way to verify the authenticity of the products you’re buying.

Arming yourself with a little knowledge will go a long way in ensuring you and your family can eat clean organic food and will also spare you from the pabulum of faux organic producers.

Be healthy. Be safe. Eat organic.

19

FEATURE

COOL ARTISANAL &

ICE CREAMS

Small-batch not mass produced. Handcrafted not factory-churned.

Fresh not preserved.

HANDPICKED BY RUTAKSHA RAWAT

Sucres Des Terres’ artisanal ice cream sandwiches

SUCRES DES TERRES Gourmet artisanal ice cream by Le Cordon Bleu-schooled chef (Available in Mumbai)

S

ucres Des Terres (French for Sugar from the Earth) is an artisanal ice creamery based in Mumbai. Founded by pastry chef Kunali Dattoobhai, who has trained at Le Cordon Bleu in Paris, and entrepreneur Yohaan Dattoobhai, Sucres is a culinary ode to the flavours of their childhood and the memories of their travels around the world.

Artisanal & Natural: Sucres’ ice creams are made in small batches and delicately packaged by hand in dainty custom made mason jars of 500 ml. Also making a range of delectable ice cream sandwiches, all products by the ice creamery are natural and shun usage of chemical stabilisers or preservatives.

Sucres uses fresh seasonal produce in its creations, resulting in vibrant concoctions such as Mango Mascarpone, Strawberry Black Pepper and Orange Rosemary. It’s also popular for its festive specials such as Christmas Gingerbread, Thanksgiving Apple Pie and Chinese New Year Chocolate with Szechwan Peppercorn.

Bestselling Flavours: Salted Caramel and Bean To Jar. Other Novelties: Sucres Des Terres has recently launched a coconut-based vegan range, The Coco Collection.

Where to Buy: Sucres Des Terres ice creams and ice cream sandwiches are available exclusively via orders placed at its ice creamery in south Mumbai. The Sucres Des Terres ice cream cart can also be booked for private events.

One can place an order by calling +91-99209-85880 and home delivery is available for Bandra and Cuffe Parade residents.

Ice Creamery Address: 2A Rashid Mansion, Samunder Point, Dr Annie Besant Road, Worli, Mumbai

Website: www.sucresdesterres.com

BINA’S HOMEMADE ICE CREAM An Indian mom’s lovingly hand-churned treats (Available in Mumbai)

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umbaikar Bina Doshi's love for ice creams led to the founding of her artisanal ice cream business. It all started with her making ice creams for close friends and family. The appreciation, love and support she received made her decide to become an icecreamist full time.

As the orders continued to pour in, Bina moved her little venture out of her home and into a small ice cream workshop in south Mumbai.

Artisanal & Natural: Even though Bina is not technically making ice creams at home anymore due to the sheer volume of orders, her ice cream is still very much ‘homemade’ and artisanal in that it is not mass produced and is still made using the age old method of hand churning.

Bina’s ice creams are prepared using farm fresh A2 milk from the local milk brand, ‘Native Milk’, and strictly exclude additives, powders, preservatives, and added fat or cream. “We’ve started using A2 milk because it is enriched with protein-rich A2 Beta casein, which has many health benefits, does not contain hormones and is also rich in antioxidants,” says Doshi.

Bestselling Flavours: Rose Sabja, Chocolate Hazelnut, Paan Chocochips, Thai Red Ruby and Spicy Guava.

Other Novelties: Bina also devises exotic flavours such as Jasmine Rice, Ginger Crunch, Dark Winter, Chocolate Wasabi, Speculose Biscuit and Lemongrass to tickle the taste buds of her loyalists.

Sugar free ice cream is available for bulk orders and a vegan range is afoot.

Where to Buy: Home delivery is available to south Mumbai, Andheri, Goregaon, Malad, and Chembur. One can also order online through Swiggy, Scootsy and Zomato.

Workshop Address: Shop No. 14, Raghav Wadi, below French Bridge, Patidar Samaj Hall lane, Chowpatty Hughes Road, Gamdevi, Mumbai Contact Number: +91-9930312999/98/97 Facebook Page: www.facebook.com/binashomemadeicecream

FEATURE

HICE CREAM Organic ice cream for adults only (Available in Goa)

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ackaged in stylish, chunky reusable glass jars, Hice Cream features artisanal ice cream made of largely organic ingredients with dashes of liquor. It also offers a non-alcoholic and vegan menu.

Artisanal, Natural & Organic: Hice does not use any chemicals or preservatives and is handmade in small batches.

As far as possible, Hice uses organic ingredients. It sources organic coffee and organic vanilla from Coorg in Karnataka, organic cocoa from Bali, organic mint oil and organic almonds from Dehra Dun, organic lavender from Japan, organic raisins from Mumbai and organic dried apricots from Kashmir.

Bestselling Flavours: Whiskey Rock-a-Roller, Werewolves of London and Sin City.

PALETERIA INDIA

Where to Buy: Home delivered in and around Assagao, Goa. To place your order, call +91- 9867691483.

Facebook Page: www.facebook.com/hicecreamgoa

Handcrafted popsicles bursting with fresh fruit & cream (Available in Mumbai)

F

ounded by Mallika Sawla in 2016, Paleteria home delivers handcrafted popsicles made of fresh fruits, featuring flavours such as Mango Strawberry, Kiwi Strawberry and Raspberry Cheesecake. The menu is divided into fruity and creamy pops, with 14 flavours on offer.

Artisanal & Natural: Paleteria’s popsicles are devoid of artificial colouring and preservatives, and are handcrafted at its Goregaon workshop.

Sugar free and organic fruit popsicles are available on request.

Where to Buy: This is purely a home delivery-based service, and orders can be placed on +919702952300.

Facebook Page: www.facebook.com/paleteriaindia

FRUGURPOP Vibrant-hued paletas with zero preservatives (Available in Mumbai)

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stablished in 2012, Frugurpop serves artisanal icy desserts called Paletas—icy treats made from fresh fruits, nuts, edible flowers and herbs, finely blended together, frozen and served on polas or sticks.

Artisanal & Natural: Frugurpop’s flavours are made entirely with fruit juices and contain no concentrates, preservatives or artificial flavours.

Frugurpop’s ‘Spicy Guava’ flavour

Bestselling Flavours: Fruitilicious and Cookies and Cream.

Where to Buy: To purchase, visit the Frugurpop cart at Pali Naka, ICICI Bank, Corporate Office, Mumbai.

Contact Number: +91-9833141983 Website: www.frugurpop.com

ARTINCI Socially evolved artisanal ice cream supporting the disabled (Available in Bengaluru)

W

ith the tagline, ‘100% Natural and Handcrafted, No Lab-Made Ingredients, No Unpronounceables, No Nasties’, Artinci in Bengaluru produces smallbatch artisanal ice cream.

Along with catering pure, unadulterated ice cream to the citizens of Bengaluru, the founder, Aarti Laxman Rastogi, who is 80% hearing impaired, has also made it her mission to provide employment to the disabled, as well as, transgender people. To facilitate this, Artinci has established a relationship with Enable India, a charitable trust working towards economic independence of persons with disability, to recruit disabled staff for Artinci.

Artisanal & Natural: Artinci’s ice creams are handcrafted and made in petite batches. The volume ranges from 1 to 25 litres, as per the size of the order.

Artinci uses entirely Indian ingredients and is emphatic that India is self sufficient in ingredients such as vanilla, cocoa and coffee. “There is no need to look far out to Madagascar or Ghana or Colombia for any of these wonderful

ingredients, which grow a mere 100 miles from us, in the Western Ghats,” says Rastogi.

Being all natural, Artinci’s ice creams contain no emulsifiers, stabilisers, artificial flavours or essences.

Bestselling Flavours: God's Own Vanilla and Darkest Dark Chocolate.

Other Novelties: Artinci also produces all-natural peanut butter, which is roasted and ground inhouse, and organic (by trust) peanuts are sourced from Tamil Nadu for this. Green Tea and Thandai are some of its more offbeat ice cream flavours.

Where to Buy: Artinci currently operates as a cloud kitchen and is limited to home delivery. Delivery is available to Whitefield, Brookefield and Mahadevapura.

To place your order, call +918660691998.

Website: artinci.myshopmatic.com

Pure & EcoTM India | April-June 2018

Sucres Des Terres’ ‘Eton Mess’

FEATURE

Gelateria Montecatini Terme Authentic organic Italian gelato, made and owned by Italians (Available in Bengaluru, Puducherry & Chennai)

G

elateria Montecatini Terme (GMT) is an authentic Italian ice cream brand established in 2015. Owned by Italian, Adriano Natalini, and created by Italian gelato master chef Giorgio, GMT follows the Italian heritage style of preparing ice creams. While its flagship outlet is located in Puducherry, it has one outlet each in Bengaluru and Chennai as well.

Artisanal, Natural & Organic: All ingredients at GMT are handpicked and carefully selected and processed at its laboratory using the traditional method of making gelatos—without adding any artificial flavours, colours or preservatives. Almost all the ingredients used by GMT are organic.

Farm fresh milk and fresh cream are procured from the Galaxy Milk Farm in Puducherry. Organic dark chocolate is procured from Mason & Co in Auroville. Organic frozen berries are imported from USA, organic pistachio from Iran, and organic almonds from Turkey.

GMT has also tied up with several local organic farmers for regular supply of fresh fruits.

Bestselling Flavours: Tiramisu, Himalayan Salted Caramel, Bagio,

WAGGY ZONE Additive-free frozen yogurt for dogs (Available in Bengaluru, Noida & Mumbai)

E

ating ice cream was literally a guilty pleasure for Darshan Kaur Khalsa because she couldn’t share it with her beloved German Shepherd, Tyra.

“Tyra would look at me with pleading eyes and whimper for ice cream, but knowing fully well sugar is not suited to dogs, I was forced to turn a blind eye to her pleas. That’s when I started wondering if a dog-only dessert would be a good idea,” says Khalsa, whose family owns an ice cream manufacturing unit in Mumbai.

Almond, Amarena and Italian Gianduja.

Where to Buy: Visit a GMT outlet in your city (Bengaluru, Chennai or Puducherry) or order via Zomato and Swiggy.

Outlet Locations: Bengaluru: No 298, 6th Main, HAL 2nd Stage, Defence Colony, Indiranagar, Bengaluru Chennai: 1st Ave, G Block, Anna Nagar East, Chennai, Tamil Nadu Puducherry: #62, Goubert Avenue, (Beach Road), Puducherry Website: www.gmticecream.com

So she whipped up a recipe with fresh yogurt and fruits and Tyra’s promptly polished bowl conveyed her resounding approval. Following a year of rigorous research in consultation with leading veterinarians and canine health professionals, Khalsa did a test market in Mumbai with local pet owners and the response was encouraging, leading to the launch of India’s first frozen yogurt brand for dogs, Waggy Zone.

Encouragement has also come to Waggy Zone by way of the Best Debut Award bestowed upon Khalsa by Pet Fed, the country’s largest pet festival, as well as, the Nari Shakti Award for business and entrepreneurship conferred by the Ministry of Women & Child Development, Government of India.

Waggy Zone offers five frozen yogurt flavours: honey, banana, blueberry, mango and carrot, and the treat is available in cups of 155 ml (`120) and 500 ml (`350).

Natural: Waggy Zone is made entirely of honey, fresh fruits and yogurt, with no added colours, concentrates, flavours, essence, sugar or preservatives.

Where to Buy: Available in leading pet stores in Tardeo, Khar, Juhu, Goregaon and Kandivali, Mumbai, as well as, in all Glenands pet stores in Bengaluru.

Waggy Zone can also be purchased online through Big Basket (Mumbai and Noida delivery), shakehands.co.in (Mumbai delivery) and mypetshop.in (Mumbai delivery).

Website: www.waggyzone.onepage.website Facebook Page: www.facebook.com/DogIcecream

FEATURE

PEKO PEKO Organic spa for the belly (Available in Mumbai)

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eko Peko in Mumbai offers a selection of hand churned, artisanal ice creams, in addition to desserts, ice cream sandwiches, affogato and milk shakes.

MINUS 30

The ice creamery is focused on offering gourmet experiences to customers and refers to its gastronomical creations as “spa for the belly”.

Artisanal, Natural & Organic: All Peko Peko’s ice creams are made from scratch, using preservative free and natural ingredients. Handcrafted by chef & founder, Rishab Varma (another Le Cordon Bleu alumnus), they contain no artificial flavours or stabilisers.

Peko Peko imbibes farm fresh milk and fresh organic fruits and vegetables, and also cultivates its own herbs in its inhouse organic garden.

Bestselling Flavours: Dark Chocolate Sea Salt, Green Apple and Basil Sorbet, Banana Chocolate with Farm Fresh Raspberry Jam, Almond Praline and Malai Kulfi.

Other Novelties: Plated affogato bar garnished with edible gold dust.

Where to Buy: Visit Peko Peko in Andheri West or request home delivery (available across Mumbai).

Parlour Address: Store No. 5, New Sai Texprocil Building, Ganesh Chowk, DN Nagar, near The Club, Andheri (West), Mumbai.

Contact Number: +91-9833645888 Facebook Page: www.facebook.com/pekopekoindia

Artisanal gelato made from farm fresh milk (Available in Delhi NCR)

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inus 30 features artisanal gelato, made with farm fresh milk.

Artisanal & Natural: Minus 30 gelato believes in small batch production to maintain superior quality. Each batch is handcrafted and no emulsifiers are used in the making of the gelato. The milk used is procured from the milk brand, Europaea.

Bestselling Flavours: Belgian Chocolate, White Chocolate Baileys, Dark Chocolate with Almond Milk, Salted Caramel, Tiramisu and Mango.

Where to Buy: Minus 30 is home delivered to south and central Delhi, as well as, Gurgaon. To order, call +91- 9871028888.

Website: www.minus30.co

ORGANIC RETREAT

AMAN BAGH Photo Š Nandini Gulati

diamond in the rough

Haryana's barren landscape hides a lush treat for nature lovers Our open air organic banquet!

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ot far from the ancient forest of Mangar Bani in Haryana, lies Aman Bagh, an artisanal and organic farm.

In jarring contrast to the floraless concrete jungle that is Haryana (which has the misfortune of possessing the 2nd lowest forest cover in the entire country, at a pitiable 3.59%, in addition to being the 2nd highest user of fertilisers and pesticides in India after Punjab), Aman Bagh is unsullied by chemicals and resplendent with more than 1,500 trees and shrubs, as well as, a bevy of farm animals as its residents.

ORCHARD OF PEACE Its name loosely translating to 'Orchard of Peace', the modestly sized (5.5 acres or roughly

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BY NANDINI GULATI

2 ha) Aman Bagh stands on soil that has been organic all along, untampered by pesticides and fertilisers.

The certified organic farm is the brainchild and passion of Harsh Singh Lohit, a former IT honcho, who comes from a long lineage of peasant farmers. Fond memories of month-long visits to his grandmother's village as a child sowed the seeds in him of a deep love for farm life.

Therefore, at the conclusion of his IT career at 51, he decided to bid adieu to corporate life and established Aman Bagh in 2012.

What Lohit had on his hands in the beginning was a parcel of denuded land, sandy and completely exposed to the elements, with about 250 odd trees as saving grace. In just a few

years, Lohit, aided by his able team, has transformed the farm into a verdant food forest.

Now, the soil is protected and covered with plants of all kinds and sizes and has been enriched by 250 tonne of organic matter.

While the farm is certified organic, Lohit describes it as "artisanal", laying more emphasis on sustainability than mere certification.

The land in Aman Bagh is undulating, ideal for ploughing by bullocks. Therefore, they have largely retired the tractor in favour of the hali (ploughman)—rendering the farm a truly artisanal labour of love.

Blending the tenets of traditional Indian farming with the latest knowledge available on organic practices, Lohit is deeply inspired by the

Pure & EcoTM India | April-June 2018

Pure, organic, flavourful food to nourish the body and soul

Old Hindi songs from the radio lull, while Tiger investigates a novelty on the floor

Bajra roti and gur—the perfect denouement to a hearty feast

Peppers are dried in traditional winnows

work of the founder of the global organic farming movement, Albert Howard, who worked in India from 1905-1931 as an agricultural investigator. Howard was deeply impressed by the traditional farming practices of Indian peasant farmers, which he well documented in his tome, An Agricultural Testament, a keystone of the organic movement.

Aman Bagh imbibes five key principles of natural farming from Howard: interdependence on all things living; biodiversity of plant and animal life; self sufficiency, with minimal external inputs; sustainability; and use of local and traditional knowledge.

RICH FOOD FOREST Aman Bagh is home to some 1,500 trees, constituting a rich biodiversity of fruit, flowering and shade trees. The 700 fruit trees on the farm comprise 250 citrus (lemons, pomelo, kinnow) trees, 45 guava trees, 45 mango trees, 5 pomegranate trees, 5 mulberry trees, and some of fig, Jamun, sugar apple, jackfruit, bel, Chinese dates, banana and papaya.

The remaining 800 odd flowering trees comprise Shisham (rosewood), Kikar, Neem, Papri (Indian Elm), Jamni, Semal, Khatta, Bargad (Banyan), Sagwan (teak) and Dhau (axlewood)—all of

April-June 2018 | Pure & EcoTM India

which are local to the arid Aravali ecology of Aman Bagh.

One of the many pleasant surprises we came across during our visit was perennial 'trees' of arhar dal, over 10 feet tall. Their yellow and burgundy blossoms seemed to be simulating the colours of the dal maturing in the bean pods.

Aman Bagh's grains, lentils, oils and vegetables are grown from desi (indigenous) seeds (many sourced from Navdanya) and are free of chemical pesticides and fertilisers. The biopesticides employed at the farm are mostly Neem oil based, and a natural pest repellant comprising garlic, ginger, chillies and cow urine is also used.

Panchagavya and Jeevamrut (natural soil conditioners) are created from cow dung, urine, milk, ghee and curd, and the gobar (cowdung) gas plant provides a steady source of organic manure and methane gas for cooking.

HYPERDIVERSITY One of the fundamental principles of natural farming is biodiversity, which encompasses plant and animal life. At Aman Bagh, you will spot a garlic patch next to a mango tree, interspersed with some gourd, brinjals, lemons, Indian gooseberry and mulberry bushes. Unlike

monoculture-style farming, wherein only one type of crop is planted in a specific area, the crops here form an emphatically eclectic bunch.

A shed of mud, stone and grass is home to local, desi Hariana cows. The cows are untethered, and rest bucolically under the deep swaying shade of Banyan, Indian Fig and Jamun trees.

Various species of birds, as well as, peacocks, butterflies, earthworms, squirrels, bees, hares, hedgehogs and jackal are all visitors to the farm, drawn by the abundance of trees and food. The farm is also home to indigenous Punjab Brown hens, which add to its ecology and ambience, as well as, a much loved mongrel dog christened, Tiger.

In alignment with its spirit of diversity, Aman Bagh employs peasants from the local village and its 4-member-strong team (comprising Sattar, Momi, Nooru and Rajan) is a melting pot of religions and castes.

ORGANIC FEAST Soon, it was time for the much-awaited organic lunch, which is an experience by itself. Living in the city and consuming commercially produced foods, one tends to forget the freshness, fragrance and earthiness of farm fresh

31

PARTICULARS Address: Aman Bagh Village Mangar, Near Dhauj Bandh, P.O. Dhauj, Haryana 121004, India A Day at the Farm: A day at Aman Bagh entails an agroecological walk around the farm with the proprietor, Harsh Singh Lohit.

Visitors are introduced to the basics of organic farming practices.

Lose yourself in the network of trees, shrubs and bushes; hark the cadence of chirping birds; observe the perennial orchards of guava, lemon, kinnow, mango and other trees; peruse rows of vegetables, cereals, oilseed and lentils. Say hello to the desi cows, bullocks, hens and Tiger, the farm dog, and take refuge from the Sun under the big banyan tree.

The entrance to Aman Bagh

Then dull your appetite with a hearty organic lunch made of traditional Indian foods served in traditional Indian dinnerware in an 'open air dining area'. Quench your thirst with sweet, cool water from the tubewell and help yourself to dollops of desi ghee and as much buttermilk as you like.

Tariff: A day's tariff is `2,000 per adult, with a 50% discount for children below the age of 13.

Farmstay Facility: Not available yet.

Photo Š Harsh Singh Lohit

Website: www.amanbagh.org

food—which is literally farm-to-plate. We sat cross-legged on the floor, where we were served in beautiful antique brassware. The water from the tubewell was sweet, cool and refreshing. Rajan, the farm help, doubles up as chef and makes a competent job of it. She's been trained in oil-free cooking and had some delightful fare in store for us.

Almost everything we ate is grown on the farm. The bajra (pearl millet) and jowar (sorghum) rotis were baked freshly on the wood-fired clay stove. There was a delicious, unpolished dal garnished with fresh tomatoes and fragrant coriander, fresh seasonal vegetables and a juicy salad, accompanied by an assortment of pickles and chutneys.

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Dessert was a bajra roti topped with heaps of crushed jaggery. The non-vegans of our party helped themselves to dollops of desi ghee and some buttermilk.

Post lunch, we reclined in traditional charpoys in the open verandah of the house on the farm. The cadence of chirping birds, an old Hindi song playing on the radio, and the odd grunt from the resting cows formed our soundtrack.

Pure & EcoTM India | April-June 2018

VEGAN

“Orrganic Elemennt takes pride in being India’s first ever vegan spalon. Our vegan and cruelty free products are not tested on animals and are produced from plant derivatives without the use of chemicals. Nor do they contain pesticide residues. Our hair colours are ammonia-free and our shampoos are sulphate-free. The wax has pine tree sap and our nail colours are PETA-approved” — KAVEETA POL Founder, Orrganic Elemennt

a spa with soul Orrganic Elemennt in Pune uses only Vegan & Cruelty Free products to pamper its clients

BY NEHA BANGALE

B

eauty products made with chemical components are not only harmful for us but also weigh heavily on our ecological footprint. Most are also unethical as they are tested on animals before being declared fit for usage.

This compelled Kaveeta Pol of Pune to establish Orrganic Elemennt (OE), a spa and salon that uses only vegan and cruelty free products in the dispensing of beauty treatments to its customers.

The flagship outlet, located in Pune’s upmarket Koregaon Park, was unveiled in June of 2016. The “spalon” seems to have captivated the loyalty of Pune’s residents and OE is now at the threshold of launching its second outlet, this time in Baner.

According to Pol, OE is the only such spa and salon in India to use strictly vegan products. All OE’s products are imported from Europe, USA and Israel, although Pol declines to name the brands they employ to discourage epigonism.

“Orrganic Elemennt takes pride in being India’s first ever eco-conscious spalon. Our vegan and cruelty free products are not tested on animals and are produced from plant derivatives without

April-June 2018 | Pure & EcoTM India

the use of chemicals. Nor do they contain any pesticide residues. Our hair colours are ammoniafree and shampoos are sulphate-free. The wax contains pine tree sap and our nail colours are not just vegan but also PETA*-approved,” says Pol. Next in the pipeline for OE is a range of vegan and certified organic skincare products under its eponymous brand name. “For this, we are working with Indian and international formulators and dermatologists. We are currently in the sampling phase and expect the line to be ready and produced by year-end,” informs Pol.

CONTACT DETAILS ORRGANIC ELEMENNT Address: Basement, Shahinsha Society, Opposite Joggers Park, Lane 6, Koregaon Park, Pune Ph: 020-4125 3366 Website: orrganicelemennt.com

MY SPA EXPERIENCE Keen to have a vegan wellness experience myself, I opted for face and hair spa treatment.

Veiru, the therapist, did the honours by cleansing my face with lavender oil, followed by exfoliating with a maize-based scrub. A lime skin toner and raspberry face gel soothed my exfoliated visage.

The next step entailed a cooling blueberry face pack followed by a gentle face massage with lavender and mint cream. Then, a thick aloe vera peel-off mask was rounded off by herbal spot serum application.

Next, Jubee, the hair stylist, gently massaged my scalp with warm clary sage oil. The next 15 minutes were spent with my oily hair wrapped in a hot towel. Then, a round of oat shampoo was followed by a papaya booster to moisten the scalp.

Jubee then massaged my hair with a cream containing fenugreek seeds and oats. Another 15 minutes went by before a warm water rinse. The hair spa concluded with the application of an oatbased frizz control serum that left my hair feeling satin-like.

*People for the Ethical Treatment of Animals.

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RECIPES

By SUJIT SUMITRAN

Photo by Siddharth Sumitran

INGREDIENTS Water, 375 gm Whole Wheat Levain, 100 gm Organic Maida (all purpose flour), 385 gm rganic Whole Wheat Flour, 115 gm (not O store bought, home milled or stone milled) Fine Grind Sea/Rock Salt, 10 gm

METHOD AUTOLYSE: Transfer the water to the mixing bowl and add the flour blend (500 gm) to this mix. Mix well till all the flour is well hydrated and you can’t see or feel any dry patches.

Let the dough rest for 30 minutes. This is a crucial step as it allows the flour to absorb the water and relax into a cohesive mass. More importantly, this step kickstarts the gluten formation process.

MIX: Now transfer 100 gm of the levain (sourdough culture) to the dough. Pull the dough from under and drop it over the levain while turning the bowl. The levain should now be completely inside the dough. Now, add 10 gm of salt onto the surface of the dough. Again, pull the dough from under and drop it over the salt, turning the bowl. The salt should be enclosed in the dough. Moisten your fingers and palm and using your thumb and index finger like pincers, cut through the dough and remix.

Essentially, you want to ensure that the salt and the levain are evenly distributed across the dough. The dough will be sticky, so have a bowl of water close by to moisten your hands every time you find the dough sticking to your fingers and palm. While moistening your hand, please ensure that you don't transfer water into the dough. Aim for an internal dough temperature of 76 to 80°F (25 to 27°C) right through the fermentation process.

April-June 2018 | Pure & EcoTM India

Sujit Sumitran is a sourdough bread baker and a lead­ership coach in Goa. His artisanal bread recipes can be found on Instagram, at www.insta­gram.com/sujitsumitran

TURN: This is a series of stretch and folds that you employ to develop the gluten. This formula calls for 4 turns every 30 minutes. You’ll be done with the turns in two hours. Leave the dough covered for another hour or till the dough increases in volume by 20 to 30%. You’ll also see air bubbles along the sides of the mixing bowl— indicators that the fermentation is done and the dough is ready to be shaped and proofed. Your dough temperature should be between 76 to 80°F.

PRESHAPE: Using a flour-dusted silicon spatula or a plastic dough scraper, gently nudge the dough onto a lightly floured surface. Quickly flour your fingers and stretch and fold the dough and shape into a ball. Dust the surface and cover with a kitchen napkin. Let it be for 15 to 20 minutes.

SHAPE: Take a 50:50 mix of rice flour and whole wheat flour and dust a kitchen napkin with the flour mix generously. Transfer the napkin carefully onto your proofing basket/ colander/banneton. Using the bench scraper, turn the dough 180°, so that the floured surface is below. Now, do one more set of stretch and folds and turn the dough 180° so that the seam is at the bottom. With your little fingers (well dusted with flour) under the dough (away from you), pull the dough towards you and keep turning the dough clockwise, while simultaneously pulling it towards you till you feel the dough tighten on the surface.

Alternately, use a dough scraper and quickly push under the dough at a 45-degree angle till it turns into a tight ball. Ensure that the surface on which the dough sits, is free of flour or there won’t be enough friction for the dough surface to tighten.

PROOF: Transfer the dough seam-side up on the proofing basket, cover with a plastic bag and transfer into the fridge. In about 3 to 3.5 hours or so, you should be ready. Alternately, let it cold proof overnight (assuming you started the fermentation in the evening). One way to check if the dough is ready is to do the finger dent test. When you gently poke the dough, it should spring back slowly but maintain its indent.

BAKE: Preheat oven to maximum temperature (250°C) with a Dutch Oven (DO) in it. I normally heat it for 40 minutes. This needs to be timed in a manner that when the dough is proofed and ready, the DO is also hot and ready. Transfer the dough carefully into the DO, seam-side down and bake for 20 minutes with the lid on. Take off the lid, drop the temperature to 225°C and bake for another 20 to 25 minutes till the loaf is a gorgeous chestnut brown. Transfer the loaf to a cooling rack and let it rest for at least a couple of hours before slicing.

If you don’t have a DO, transfer the dough seamdown on parchment paper and transfer this onto a baking tray. Transfer the baking tray into a preheated oven at 250°C. Quickly spray the sides of the oven with water, every five minutes for the first 15 minutes. Continue baking till the loaf is chestnut brown. Transfer to a cooling rack and wait a couple of hours before slicing.

REFRESH THE LOAF: This step is used to refresh the loaf if it’s gone cold or is left over.

Lightly spray the loaf all over with water. Set the oven at 150°C and the timer for 10 minutes.

Toss the loaf in and let it stay inside even after the oven has turned off. After 30 minutes, (to ensure you don't slice into a gummy crumb) tap on the loaf. If you hear a nice hollow, crisp sound, you’re ready to start slicing.

37

FOOD FOCUS

HUMBLE & HARDY

Sattu

Our desi Sattu may not enjoy upper-echelon superfood status but make no mistake, it is a nutritional powerhouse

By Luke Coutinho

engal gram flour, Sattu, or Chhatua —whatever you may call it, this oft-ignored flour has been long ignored because it is apparently too simple, cheap, plain and easily available. Relegated to the backbenches of superfood stardom because it is perceived more as the working man’s daily bread.

B

If you’ve ever been to Kolkata, Patna or any east Indian city, you would have observed sellers pushing carts selling Sattu Sherbet. More often than not, it is labourers, taxi drivers and the blue collared, who flock to these joints for a quick morning fix of energy in preparation for the arduous day ahead.

PLAIN BUT POTENT Sattu is basically Bengal gram, roasted and ground to a powder. It does not require weeks to extract, or days to process, or hours to make.

Nor does it need to be imported or cost a small fortune. It is certainly not trending on Instagram and no celebrity is endorsing it with viral-worthy photos. The protein packed flour is hardy, reliable, effective and abundant, and lacks the elegant media-friendly backstory that is part and parcel of most processed nutritious foods.

Perhaps that is why the hip and well heeled do not condescend to promote it.

Thankfully, youngsters are now becoming aware of the health benefits of this wonderful food, and, in recent times, sattu has begun to gain popularity across the socio-economic spectrum as a potent nutrition source.

In fact, the humble sattu is an extremely versatile ingredient. Uttar Pradesh and Bihar have made the litti chokha, which is made of sattu as the key ingredient, a delicacy. The sattustuffed balls of flour (litti) are baked in coal fire and served with a spiced brinjal and tomato paste (chokha). Sattu can also be used in laddoos, stuffed puris, roti, parantha, pakoras and kachauri, amongst other mouth watering applications.

RECIPE FOR SATTU DRINK INGREDIENTS: Sattu, 100 gm Water, 400 ml Juice of 1 lemon Diced onion,1 tbsp Salt, a pinch

METHOD: Place sattu in a bowl. Slowly add some water, forming a paste. Add the rest of the water gradually. Introduce lemon juice, chopped onion and salt and mix well. Pour into a glass. If you have a sweet tooth, you can replace onion and salt with honey.

BENEFITS OF HAVING SATTU In places where it’s popular, the pithily named food is commonly called Desi Horlicks (indigenous Horlicks), in reference to its superfood attributes.

Oftentimes, you will find the picture of a bodybuilder on packets of sattu sold in India. The reason for such representation is that Indian bodybuilders swear by sattu as an energy booster. From the wrestling akhara (training arena for wrestlers) to local gymnasiums, a glass of sattu drink is a must after an exacting workout, as it contains approx 20% protein, and also has calcium, iron, manganese and magnesium, which are essential for tissue repair.

It is also exceptionally popular as a summertime beverage in tropical countries. Comprising largely carbohydrates, it offers consumers an instantaneous burst of energy and gets absorbed quickly in the bloodstream. If you’re exhausted by the heat of the scorching sun and feel famished, sattu can act as an instant shot of energy.

People with compromised immune and digestive systems and even those combating cancer can benefit from sattu as it is one of the easiest to digest and energy-dense foods. In fact, sattu is good for almost everyone, being suitable for growing children, adults, expectant mothers, as well as, senior citizens.

The author is an Integrative & Lifestyle Medicine and Holistic Nutrition coach

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ORGANIC

NATURALGREEN RECYCLED ECO UPCYCLED & CLEAN ENERGY PRODUCTS

Why Vegan Cosmetics Are Trending These Days Being chemical free, cruelty free, and nutrientrich has gained vegan products consumer attention and admiration

BY SHIKHEE AGRAWAL

F

or the uninitiated, vegan products are those that are alchemised using strictly plant based ingredients. This means vegan products do not contain any component that is animal derived (such as animal fat, milk, etc). Nor will a vegan product ever be tested on animals.

Needless to say, as all ingredients in these products are plant based, the usage of chemicals is absent in their formulation. Given that 60% of the products we use on our skin and scalp are absorbed into our bodies, this is very good news for us as consumers because vegan products ensure safety.

Furthermore, the plant-derived ingredients (coconut milk, ginger, aloe vera, seaweed, tea tree, green tea, chamomile, etc) in vegan formulas, naturally, contain more vitamins, minerals and antioxidants to repair and hydrate the skin, as opposed to the chemical concoctions that flood the market in the name of skincare.

Here’s why it’s cool to use vegan products:

SAFE TO USE: Since they comprise natural ingredients and are devoid of chemicals, vegan cosmetics have no known side effects. Since the products are 100% vegetarian and are formulated without colourants, butylated hydroxytoluene, formaldehyde and silicone, they do not harm us.

BETTER FOR SKIN & HAIR: Unlike in conventional cosmetics, when a vegan product mentions plant extracts, it means real plant extracts

were actually used in the product—as opposed to essences and fragrances merely proxying real plants.

Due to the fact that real fruits, vegetables, and other plant derivatives go into the making of vegan products, they are generously packed with antioxidants and vitamins and are, therefore, healthier for the skin.

100% CRUELTY FREE: Chemical products harm the ecosystem and pollute the environment during production. Not only that but they cannot be produced without the torture of innocent animals. Hapless rabbits, dogs, hamsters and mice are subjected to unspeakable cruelty during their manufacture and testing.

The thought of another living being suffering for your mascara, eyeliner, lipstick or cream is discomfiting, especially when there is a peaceful alternative available, which is actually better for you.

Vegan beauty products are never tested on animals. They are free from beeswax, collagen, gelatin, honey, carmine, cholesterol, milk, lanolin, shellac and other animal-derived ingredients—serving as not only a healthier but also a far more humane option.

In our increasingly eco conscious world, people are learning to see past the razzle dazzle of big brands and expensive packaging—and register what exactly it is they are using and how it impacts them. Therefore, vegan products—which are kind to people, animals and the planet—will only gain more ascendance with the passage of time.

The author is a luxury retail and skincare professional at The Body Shop

Pure & EcoTM India | April-June 2018

10

HEALTH & WELLNESS

REASONS

TO SWITCH TO MENSTRUAL CUPS

By Sunita Jaju

Menstrual cups are healthier, as well as, more convenient and cost effective than pads

A

lot of women committed to sustainable lifestyle choices have inhibitions about switching over to menstrual cups. That is normal. However, for the next five minutes, just bear with me as I take you through some of the most compelling reasons why you need to give menstrual cups a try.

1

Menstrual Cups are Eco Friendly

A woman uses 7,000 to 8,500 pads/tampons in her lifetime. Since pads are made of chemical-based products, they are not easily biodegradable and take hundreds of years to naturally decompose.

That is a lot of unsustainable mess! Menstrual cups, on the other hand, create zero waste.

2

Menstrual Cups don’t Expose Vaginal Skin to Chemicals

Using 7,000 or more pads means exposing the vaginal area to chemicals in them, those many times. These chemicals are superabsorbent polymers (SAPs) and dioxin, used to bleach cotton. Dioxin can cause side effects such as ovarian cancer, immune system damage, inflammation, allergies and rashes. SAPs, because they contain bacterial toxins, can cause toxic shock syndrome (TSS). Some of the other ingredients used in making a pad are wood pulp, plastic and artificial fragrances. You didn’t know that, did you? Also, cups don’t dry up your vagina unlike other products.

April-June 2018 | Pure & EcoTM India

3

Menstrual Cups are Convenient

This is what most women are afraid of—the presumed inconvenience of inserting a cup inside the vagina. Here’s the short answer: It’s so convenient that you won’t feel a thing. Long answer: Menstrual cups are made of soft, flexible silicone. You will not only feel comfortable (while inserting and removing it) but you will also be able to enjoy various physical activities without a hassle—swimming, jumping, jogging, gymming, anything!

4

Menstrual Cups are Easy to Change

Most pads need to be changed every four to five hours because they get dirty. If not changed frequently, they cause rashes and a lot of inconvenience. That is not the case with menstrual cups. If you have regular flow, you only need to change the cup once every 8 to 12 hours. Simply pull it out, drain the menstrual fluids, rinse in running water, and re-insert.

5

Menstrual Cups are Cost Effective

A cup will cost you around `600 to `3,000 and can last for up to 10 years. On the other hand, you end up using around 12 pads per period.

Each pad costs roughly `10. You do the math!

6

Menstrual Cups don't Stink

Pads start to smell after a couple of hours because the iron in the blood starts oxidising when it comes in contact with oxygen. However, in a menstrual cup, there is no scope of blood coming out of the body till you pull the cup out.

Result? Odour-free period.

7

Menstrual Cups can be Worn when Expecting a Period

When you know a period is expected, you can simply wear your cup and forget about spotting.

This is especially helpful when you must go to work or travel but don’t want to risk an unpleasant surprise.

8

Menstrual Cups are Great for Travelling

Simply carry the cup in a cloth pouch and you need not worry about being ready for your period. No matter where you are, you just need a bathroom and running water to change the cup, unlike pads and tampons that need to be disposed in a certain way.

9

Menstrual Cups don’t Leak

Once you get comfortable with the cup, you will never have to worry about any leaks. A lot of women do wear a cloth pad with the cup for an extra layer of protection. However, in most cases, it is not required.

10

Menstrual Cups mean Clean Periods

Once you start using a menstrual cup, you will wonder how you ever put up with messy pads and tampons. After making the switch, you will never go back to any other menstrual hygiene product, I promise.

The author is co founder, Rustic Art, an Indian brand of organic personal care products, biodegradable laundry products and menstrual cups. For further information, visit www.rusticart.in

41

T

Black Beauty

INDIGENOUS

The ebony-hued Kadaknath chicken, with its myriad medicinal properties, is considered superior to its ilk

By Hemendra Singh Jadon

T

he Kadaknath or Kali Masi is a black-hued indigenous chicken breed found in Jhabua town of Madhya Pradesh (MP). This coal black beauty is one of three breeds of Black Meat Chicken (BMC) in the world, the other two being the Silkie (occurring in various colours, including black) from China and Ayam Cemani from Indonesia.

These attributes make Kadaknath meat and eggs highly desirable to the health conscious.

Kadaknath is well suited to the Indian climate (they can thrive in extreme weather), with strong immunity and high resistance to disease. Thus, the black-plumed chicken is a low-maintenance, high-return breed, which does not require antibiotics, rendering it safe for human consumption.

Kadaknath meat and blood are consumed by people with chronic diseases and disorders like anaemia. Since it has lower cholesterol, it can be consumed by those with high blood pressure.

The melanin pigment in the blood of Kadaknath and its meat are said to be beneficial for people with vitiligo in which the skin discolours unevenly in blotches due to the deficiency of melanin.

Occurring in three varieties—Jet Black (most common), Pencilled and Golden—the Kadaknath is entirely black in colour—skin, feathers (except in the pencilled and golden variety), meat, blood, bones, nerves and even its eggs.

NUTRITION-PACKED A healthy Kadaknath adult male weighs approximately 1.5 kg. Its black meat has an intense and distinctive taste, and it contains more protein (approx 25%) than white chicken meat (approx 18%). Rich in vitamins B1, B2, B6, B12, C and E, niacin, calcium, phosphorus and iron, the inky fowl has a lower fat content of only 0.73-1.03% as opposed to the approx 25% in other chicken breeds.

Kadaknath meat contains 18 amino acids of which, eight are essential for the human body. Black meat is also considered healthier as it contains 24% linoleic acid, as opposed to the 21% in white chicken.

Furthermore, the cholesterol content in Kadaknath is only 184.75 mg/100 gm as opposed to the 218.12 mg/100 gm level present in other chicken varieties.

KADAKNATH DEMAND IN DELHI NCR

Contributed By Rutaksha Rawat

Up north, in the National Capital Region (NCR), Manav Kumar, the promoter of Dutch Farm, which has farms in Greater Noida and Rohtak, rears free range emu, duck, pekin duck, Kadaknath, guinea fowl and turkey.

Dutch Farm, which has been farming Kadaknath chicken since 9 years, supplies its meat to star hotels including Vivanta by Taj, Gurgaon, Taj Mansingh, Maurya Sheraton and some of the Radisson Blu properties.

According to Kumar, at the price of `1,200 per kg, the farm supplies approx 1,000 kg of Kadaknath meat per month to the domestic market—all of it in Delhi NCR. Internationally, it exports 1.5 tonne of Kadaknath meat per month collectively to Saudi Arabia, Dubai and France, with Saudi Arabia being its largest market.

“There is much demand for Kadaknath meat due its medicinal properties and for us, demand exceeds supply. Currently, we are housing 4,000 adult parent stock and 6,500 chicks at both our farms put together. We are trying to convince more poultry farmers to start Kadaknath farming in order to plug the supply gap,” says Kumar.

MYRIAD HEALING PROPERTIES

Hemendra Singh Jadon is Founder, Towards Organic, a certified organic farm in Indore, Madhya Pradesh.

He has been involved in Kadaknath farming since 2015 and can be reached through Towards Organic’s website, www.towardsorganic.com

Kadaknath meat is also believed to help regulate the menstrual cycle besides possessing aphrodisiacal properties.

The eggs of the Kadaknath, also dubbed ‘Diet Eggs’, help alleviate severe headaches, fainting spells, asthma and nephritis. Its meat and eggs are also believed to benefit patients with tuberculosis. Studies conducted by The Central Food Technological Research Institute (CFTRI), Mysore, indicate that Kadaknath meat is good for cardiac patients as it increases blood supply to the heart.

TOWARDS ORGANIC Our certified organic farm, Towards Organic, in Indore, MP, produces organic grains, vegetables, pulses, fruits and herbs. We chose to farm Kadaknath because we wanted to provide our customers with organic meat, which was antibiotic and chemical free.

Beginning with just seven cocks, today, our farm has a sizeable population of 65 free range Kadaknath fowls, and due to positive response and increasing demand, we are now looking at taking up that number to cater for the domestic market.

Our customers are primarily individual families. We have a CSA (Community Supported Agriculture) concept in place, whereby participating families are supplied cocks and eggs on regular basis. Our eggs are priced at `20 per egg and a cock at `600.

For those who want to foray into Kadaknath farming, my advice would be to go ahead, provided you have ample space for the chicken to roam free. The investment is very low (we started with a small investment of just `3,000) as the birds don’t need antibiotics and vaccines. Not one of the Kadaknath fowls at Towards Organic is vaccinated or medicated with antibiotics. Thus far, it has been smooth sailing and the chickens are robust.

With its abounding medicinal properties and health benefits, the popularity of this beautiful indigenous chicken breed will escalate in times to come.

In fact, it is already so coveted in MP and Chhattisgarh, the nerve centres for Kadaknath farming, that the two states have locked horns over its GI (Geographical Indication) tag.

This author, of course, is rooting for MP.

April-June 2018 | Pure & EcoTM India

43

Source Certified Organic Products

www.ekowarehouse.com

INTERVIEW

NUTS ABOUT COCONUTS A management professional for 15 years (majorly in the food and beverage industry) with giants like Nestlé and Tata, SIBY MATHEW founded Wellgo Life Farms in 2015 with its flagship product, Organic Virgin Coconut Oil. In an Interview with Rutaksha Rawat, he confesses he is passionate about the coconut business and creating a farm-totable model that will endure.

Client interactions at the Biofach India trade fair in November 2017

W HY ORGANIC VIRGIN COCONUT OIL? Siby Mathew: In a world where consumers are increasingly moving towards healthier options, Organic Virgin Coconut Oil (OVCO) proves itself to be an amazing, versatile product. Called the 'Mother of All Oils', OVCO is abundant in vitamins, minerals and antioxidants, helps relieve minor and major medical conditions, and builds immunity. Numerous studies have, time and again, demonstrated the gamut of benefits that this wonder oil offers—both through ingestion and topical application.

During the research phase, we came across several hundreds of south Indian coconut farmers who were cultivating organically but did not have markets, certification, financial resources or marketing expertise, and hence, had limited prospects. Therefore, we decided to buy their produce at fair price and offer value added certified organic coconut products in both domestic and international markets.

HOW DID YOU STUMBLE UPON THE ORGANIC FOODS BUSINESS? Siby Mathew: The food and beverage industry is not new to me. Having worked in the same for 15 years, I was well versed with the ethos of food.

Some years ago, on a trip to Hong Kong, I found myself at a supermarket where organic vegetables were being sold at more than double the price of conventional produce. The fact that people needed to pay exorbitant rates for chemical free food shocked me and set me on the journey to learning about organic farming and foods, and understanding why customers had to pay such high rates.

My research endeavours led me to understand the ecosystem of organic production and its supply chain. I had the epiphany that although I could not influence the entire market, I could, as an entrepreneur, build a sustainable Farmto-eTable model for my business, which would create a ripple of change, even if on a smaller scale. This led to the inception of Wellgo Life Farms.

TELL US A LITTLE ABOUT WELLGO. Siby Mathew: Founded in 2015, Wellgo Life Farms is headquartered in Chennai, Tamil Nadu, and our flagship product is organic certified virgin coconut oil. Wellgo is trying to bridge the gap between technology and traditional organic practices to unleash the untapped potential of the organic industry, in terms of scale and quality.

STRATEGIC MILESTONES ACCOMPLISHED Test Market in India crossed more than 50,000

litres in sales

18 Customer Categories identified in Indian Test Market Crossed Backward Integration of Certified Organic Coconut Farms across more than 3,200

acres

April-June 2018 | Pure & EcoTM India

Commencement of work on Integrated Coconut Processing Unit in India

USDA Organic, European Union, National Programme for Organic Production (NPOP) and SCOPE-certified

Today, we have 30 employees and a wide farmer network of organic coconut farmers from Karnataka, Andhra Pradesh, Kerala and Tamil Nadu. We have crossed 3,200 acres in our cooperative, encompassing our own land, as well as, that of our farmers.

W HAT IS YOUR MISSION? Siby Mathew: We are passionate about all things coconut and about creating and maintaining a sustainable farm-to-table model that will endure.

We want to go back to all-natural farming methods and support organic and sustainable agriculture until it becomes the norm versus the exception.

My journey will take 10 years to shape up at the company level and it is also my personal journey. My immediate goal is to focus on the digital branding and marketing vertical, which will lay the foundation for my brand. Our plan is to reach 1% of the global e-commerce audience in the next three years by investing in branding and technology.

W HAT IS THE ONE THING YOU HOLD ON TO IN LINE WITH YOUR MISSION? Siby Mathew: Well, there are actually three: 1. Patience – The most important aspect of life.

2. Preparedness – How prepared you are for the battle.

3. People Focused – Nothing else matters. If you have the people, you have it all!

YOUR THOUGHTS ON QUALITY? Siby Mathew: A viable business has several criteria. I have worked in the food industry for many years and we all know that quality is paramount. ‘Wellgo Life’ is short for Wellness, Goodness and Life. We can only stand behind a product that is in line with our mission.

45

INTERNATIONAL

PASSION FOR

BY KARIN HEINZE

Italy's Iris Bio brand serves as a case study on successful cooperative production

he mission is: Working for our planet. And to produce the best organic pasta from grains supplied by organic farmers from all over Italy, belonging to the cooperative Astra Bio. For 40 years now, organic pioneer Maurizio Gritta is the driving force behind this company. Convinced by the idea that there is an alternative to the common economic model, he has established the Italian company. Now, he plans to bring the brand Iris Bio to the German specialist trade’s shelves.

COUNTRY COMMUNE TO COOPERATIVE From the origin of an alternative community in Southern Lombardy, the agricultural cooperative, Iris, founded in 1984, developed. At this point in time, the group of founders already wrote down their philosophy in four points. They are still valid: Iris pursues to spread organic farming methods in Italy, to create jobs for women and the disabled, to gain and keep direct contact with consumers and to lead the company as a cooperative with equal members—it belongs to all.

The beginnings of Iris Bio date back to the year 1978. Back then, nine young people from completely different backgrounds came together for one common goal: To engage in organic agriculture, as well as, to spread and develop the tradition of an environmentally friendly farming culture.

Maurizio Gritta studied agriculture and was inspired by the philosophy of his father, to whom “the earth was holy.” Others brought in different ideas—the common conviction, however, was to pursue the production of healthy food.

“The beginning was not easy," Gritta remembers. “On one hectare of farmland, the members of the cooperative cultivated vegetables for the local market. It was hard work and we did not earn much money.” Over time, however, due to enormous efforts of persuasion, a successful company has developed, for which it was important to achieve fair prices for high quality products—and it worked. Gradually, cultivation was expanded, products were refined and sold through two self-owned shops in the neighbourhood.

Besides that, the specific qualities of organic and biodynamic cultivation, of

46

Pure & EcoTM India | April-June 2018

wholefood nutrition, as well as, the necessity to act ecologically, were emphasised to consumers at many events.

CREATION OF A 100% ITALIAN SUPPLY CHAIN A key year was 1990: Due to the growth and the positive feedback from customers, Iris Bio decided to also include them in the project financially. With the support of partakers, around 40 ha of farmland could be bought. “From 1994 onwards, our business in Calvatone has become the measure for organic cultivation,” says Gritta, not without pride. Processing (pasta was produced in 1993 for the first time) and direct marketing, in particular, have been the main growth contributors. In line with expanding organic cultivation, more and more farmers found interest in becoming members of the Iris cooperative (Astra Bio). Thus, until today, the agricultural cooperative has grown to around 300 members and approximately 5,500 ha of farmland all over Italy. “We are always focused on our supply chain; we know our farmers and are glad to be able to obtain 100% of our organic resources from Italy,” explains Gritta, hinting at the various fraud cases in the past concerning grains from foreign countries.

Iris Bio‘s founder, Maurizio Gritta, is an organic stakeholder since almost 40 years. Photo © Karin Heinze

SUSTAINABLE NEW BUILDING The decision for the construction of a new pasta factory was made by the cooperative’s general assembly in 2010. Approximately EUR 22 mn flowed into the new building, as well as, the latest facilities. Again, the most important guideline was to use as little of the resources as possible and to fulfil the highest quality requirements in processing. Examples of this are a solar system, which provides the company with up to 100% electricity during the summer, the building biology of the new construction and the constructed wetland. At the site, besides durum, ancient grains such as Kamut are being processed.

don’t want to hide behind a trade brand name any longer.”

ITALIAN MARKET & EXPORT Shopping cooperatives, called GAS (Gruppi Acquisto Solidale), are playing a central role in Italy. For the company, direct marketing has been a solid mainstay from the very beginning. Today, Iris Bio realises about 35% of its sales through around 1,000 such groups, which also order the company’s products from countries like France, Belgium, Austria and Germany. Since 1996, Iris has been producing pasta for the German organic food company Byodo under their brand name. Under the name Iris Bio, the company has mainly been marketing in Italy via GAS, but also via various organic wholesalers, which makes up for 40% of its sales. The trade brand business in Italy, as well as, in foreign countries accounts for 25% of the turnover.

THE CONVENTIONALISATION TRAP & SOLIDARITY Gritta doesn’t always approve of the market trend. Even though he is glad about the increasing demand for organic products, he sometimes sees the branch biting the bait of conventionalisation. However, he is convinced that the sector would be more successful by working together in solidarity and cooperating as the unified organic movement. “We need a market that appreciates the value of our earth bringing forth all resources,” he says. For his own company, Gritta still sets the course according to the aims that were being established over 40 years ago. He has presented his thoughts on the Iris Bio philosophy in many speeches and has even written a book on the subject.

The decision to enter the German market with the Iris Bio brand is linked to the occupancy rate of the new big pasta factory. Secondly, the cooperative is growing and, thus, produces more organic grains. Further, Gritta states: “The interest in our sustainably produced quality pasta from 100% Italian grains is very high and we

Freedom and responsibility are two terms that he acquires by dint of his work. “With our partners, we work together as we would work with friends, because we are convinced of our work’s necessity with regards to our responsibility towards the earth and future generations,” says Gritta.

April-June 2018 | Pure & EcoTM India

Cutting edge modern facilities to gently process grains into pasta. Photo © Karin Heinze The brand Iris Bio is a known name in Italy

The high-bay storage unit with raw materials and processed products. Photo © Karin Heinze

Precisely the same attitude is reflected in the pricing, with 42% of the products' price going to the farmers. Iris has been created to initiate a different, fairer economy. This is also reflected in the cooperative's structure: operational decisions are only made by the general assembly, horizontal salary structures, investment of profits in social projects, involvement of customers in the funding of projects and many such features.

Relentlessly, Maurizio Gritta follows the mission and spreads ecological ideas. For his work, he has already been awarded lots of prizes.

The author is editor of www.bio-markt.info (German) and www.organic-market.info (English), online magazines for organic trade

47

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TRADE

India-Peru Bilateral Trade Scope in Organic Sector

Avacado

Peru and India—with their rich agricultural heritage—can offer each other much in terms of bilateral organic trade

BY ROY POSTIGO MEDINA

Quinoa

F

or both India and Peru, agriculture is a fundamental activity for the economy, mainly in rural areas, where it constitutes sustenance of families. For this reason, it is essential to explore and exploit the complementarity of our agricultural sectors in order to identify opportunities, with special emphasis on organic production as awareness and concern for the environment and health continue to rise among consumers.

In Peru, the organic production of food is being encouraged. The Peruvian Government has decreed the Law of the Promotion of Organic or Ecological Production to promote sustainable and competitive development of organic production to fight poverty, strengthen food security, and to conserve ecosystems and biological diversity.

There is also a law which prohibits the entry and production of genetically modified organisms (GMOs) into our territory until 2021. It aims to protect biodiversity.

MEGADIVERSE AGRICULTURE Our biodiversity is worth protecting, considering that Peru is one of the megadiverse countries on the planet, with 84 of the 104 life zones worldwide registered by Leslie Holdridge (American botanist and climatologist). That is why Peru is the centre of origin for Quinoa with more than 300 ecotypes; the centre of origin for Potato, with more than 3,500 varieties of different

colours, shapes, sizes and starch contents; the centre of origin for Lima Beans and also one of the originating points for Amaranth. Recent studies also suggest that cocoa originated from the Amazon and not Central America, as was previously believed. Peru also has the largest diversity of corn, capsicum and other vegetable varieties.

The boom in organic production, along with the conservation of biodiversity has positioned Peru as one of the main producers and exporters of organic bananas, which are produced on the northern coast of the country. It is also the second-largest producer and exporter of organic coffees, the leading exporter of specialty coffees and the largest producer and exporter of organic quinoa.

By 2021, it is estimated that Peru will become the leading exporter of organic cocoa in the world.

PERU, A RICH HUB FOR SUPERFOODS Focusing on compatibility with the Indian market for organic products, in 2017, Peru launched its brand, ‘Superfoods Peru’ in India, comprising a group of natural foods that provide large amounts of nutrients required for daily intake.

These include: A vocados, which are commonly known as butter fruit due to their high content of healthy monounsatured fats (oleic type: Omega 9),

the same type present in olive oil. These contribute to the reduction of cholesterol levels and triglycerides in the blood.

Quinoa, recognised for its high quality (bigger size of grain with white colour, zero saponin and higher protein content), this superfood has been dubbed ‘The Mother of All Grains’ because of its high nutritional profile (16 amino acids of which, 10 are essential), and is highly recommended for diabetic and celiac patients.

Purple Corn, which is used as a natural colourant as it is rich in anthocyanins (antioxidant pigment). Possessing anticarcinogenic properties, this corn variety strengthens the cardiovascular system and slows down ageing.

Giant Corn or Cuzco, which is used prolifically in the snack industry.

Maca (Lepidium meyenii), also called ‘Peruvian Gingseng’, is an Andean root growing in the roughest conditions 4,000 m.a.s.l. (metres above sea level). It was used by the Incas* as a natural energiser and today, scientific evidence supports its use as an efficient multivitamin.

Sacha Inchi (Plukenetia volubilis), an oilseed of the Peruvian Amazon from which, an oil

* South American Indian people living in the central Andes before the Spanish conquest.

50

Pure & EcoTM India | April-June 2018

Brazil Nuts

Camu Camu

Purple Corn

with the highest content of unsaturated fatty acids in the world is extracted. These fatty acids are Omega 3 and 6, which contribute to reduction of cholesterol in the blood.

Brazil Nuts, which contain antioxidants and cholesterol-reducing properties.

Camu Camu (Myrciaria dubia), an Amazonian fruit with high amounts of vitamin C and antioxidants.

All of these, among many others, are produced under organic conditions in the rural areas of the Andes and the Amazon in Peru.

PERU-INDIA TRADE On the other hand, in Peru there is great expectation from Indian culture and its food products.

India is a reference for its wide variety and quality of spices. In fact, currently in Peru, 100% of our imports of cumin seeds come from India. However, we also import other types of spices such as cinnamon, clove and pepper from other countries.

This could represent a future opportunity for the export sector of India as some spices—such as cardamom, nutmeg, mace, fenugreek—are not yet very well known in South America.

Furthermore, basmati rice from India possesses superior cooking quality, and offers good opportunity for India because rice is a staple food in

April-June 2018 | Pure & EcoTM India

Maca

MUTUAL BENEFIT INDIA can import Peruvian organic superfoods such as organic avocado, purple corn, quinoa, Brazil nuts, sacha inchi, maca and camu camu.

Already a key importer of Indian cumin, PERU can also import organic Basmati rice, organic Darjeeling tea, organic cardamom, nutmeg, mace, fenugreek, cinnamon, clove and pepper, etc.

Peru. Darjeeling tea could also be another product with demand.

One of the chief factors to drive the commercial exchange of organic products is the culinary practices of both countries. In Peru, the number of restaurants offering Indian food is increasing due to the curiosity of consumers to try exotic flavours.

Similarly, Peruvian food is going through an internationalisation process and now it

is possible to find restaurants in India offering Peruvian dishes. This is because Peru has, for five consecutive years, been named the ‘Best Culinary Destination’ in the world by the World Travel Awards (dubbed the Oscars of the tourism world).

The author is Agricultural Expert, Economic and Commercial Office, Embassy of Peru in India

51

BIOFACH & VIVANESS 2018

ANOTHER SUCCESSFUL EDITION! The world’s leading trade fair for organic foods and cosmetics managed to please almost all of its 3,238 exhibitors, with 91% reporting having formed new business relationships

By Benefit Publishing Bureau; Photos by NürnbergMesse

B

IOFACH and VIVANESS (concurrently hosted), the world’s largest and leading trade fair for organic foods and cosmetics, was hosted in Nuremberg, Germany, from February 14 to 17 February 2018.

The two-pronged exhibition brought together the international community for organic food and natural cosmetics to the tune of 3,238 exhibitors hailing from 93 countries, including 276 at VIVANESS—clocking in 50,200 visitors* from 134 countries across the four-day duration of the mega event.

ORGANIC SECTOR DISPLAYS COMMITMENT

This year, two new halls, with the themes, ‘Next Generation’ and ‘Organic Right from the Start’, the new special show on organic breeding, provided inspiration to visitors.

Approximately 9,000 delegates participated in the more than 150 individual sessions at the BIOFACH and VIVANESS congress. The highlights included lectures on ‘Generation Y & Z: Starting Up Organic’ and ‘Access by the Organic Sector to the Young Adult Target Market’ with youth researcher, Simon Schnetzer.

The national honorary sponsor of BIOFACH, BÖLW (German Federation of the Organic Food Industry), summed up the event in positive terms. Dr Felix Prinz zu Löwenstein, chairman, BÖLW, said, “The positive atmosphere at BIOFACH 2018 was palpable. Not only was the exhibition stimulated by the gratifying financial results, but the positive mood in the organic sector is also linked to the fact that ‘Organic’ is becoming more accepted in society.

Many prominent policy makers at a national and state level at BIOFACH were impressed once again this year by the international organic market, the extent of its variety, its professionalism and the committed players from Germany and worldwide.”

* Statistics regarding visitors, exhibitors and area for these exhibitions have been certified in accordance with the standard definitions formulated by the FKM, the Society of Voluntary Control of Fair and Exhibition Statistics, Germany.

52

Pure & EcoTM India | April-June 2018

POST SHOW REPORT

Revenue from the organic market in Germany last year reached EUR 10 bn, and one in every 10 German farms now operates organically, according to the Bund Ökologische Lebensmittelwirtschaft (BÖLW).

According to IFOAM – Organics International, international revenue in 2016 totalled almost US$ 90 bn.

ORGANIC: THE NEXT GENERATION Under the theme ‘Next Generation’, the sector players—regardless of age, background or market segment—discussed strategies, agenda and specific projects for the future of organics at this year’s BIOFACH. Almost 800 audience members and contributors gathered for the 13 individual sessions on the theme. The agenda included a wide range of topics, from the political programme of the new generation to handing over the baton, company succession, and trends in the world of startups.

ORGANIC FROM THE START The special show, ‘Organic Right from the Start’, dealt with the question of organic breeding of plants and animals. This event marked a successful premiere at BIOFACH 2018. The location for the communication forum provided the contact point for farmers, breeders and processors, as well as, trade buyers.

April-June 2018 | Pure & EcoTM India

REPORT CARD Reason why BIOFACH has a long waiting list of keen exhibitors every year despite increased area!

91%

83%

of all exhibitors formed new business relationships

exhibitors expect post-show business from the contacts made and initiated during the event

87%

97%

exhibitors intend to repeat participation

of visitors were content with the products and services offered, and intend to visit BIOFACH again

53

BEST NEW PRODUCT AWARD WINNERS! Käserebellen for its Bio Sommer Rebell cheese Schrozberger Milchbauern, for their cappuccino ice cream Georg Thalhammer – Gesundes von Feld and Wald, for its pumpkin seed pesto Brix Food – Max’s Organic Mints, for Max’s Organic Mints GUTDING, with Bro, for its cashew pâté with olives Copenhagen Sparkling Tea Company for their drink, Blau ajaa! for its sustainable bowls, which are made of raw materials

Markus Johann, Managing Director, bioverita, the show’s content partner, is convinced that people will now start to view and appreciate organic breeding as being more sustainable. “Working together with the participating breeding initiatives, we succeeded in sending out a truly convincing signal and are very happy with the first edition of this special show. Overall, it was extremely positive and we made many good contacts,” said Johann.

OUTSTANDING RESPONSE FOR EXHIBITORS & VISITORS The exhibitors at BIOFACH 2018 were extremely happy with the response they received over the four-day event. According to a survey undertaken by an independent institution, 87% of the exhibitors rated the result of their participation in the fair as positive overall. 92% praised the quality of visitors to their stands, and 91% succeeded in reaching their target groups.

For 91% of all exhibitors, conversations led to new business relationships.

Correspondingly, 83% expect post-show business from the contacts made and initiated during the event.

Based on the response received, 87% of exhibitors intend to participate again in the future. Of the visitors, 97% were happy with the products and services being offered, and intend to visit BIOFACH again in the future.

Thus, BIOFACH reiterated its role as a key driver for the global organic sector once more in 2018.

BEST NEW PRODUCTS AWARDS Prizeworthy organic foodstuffs and natural and organic cosmetics were on show in 10 exhibition halls. Trade visitors voted for the ‘Best New Product Awards’ from among roughly 900 products registered at the two Novelty Stands.

The winners of the ‘Best New Product Awards’ for BIOFACH 2018 include Käserebellen for its Bio Sommer Rebell cheese product; Schrozberger Milchbauern, for their cappuccino ice cream; Georg Thalhammer – Gesundes von Feld and Wald, for its pumpkin seed pesto; Brix Food – Max’s Organic Mints, for Max’s Organic Mints; GUTDING, with Bro for its cashew pâté with olives; Copenhagen Sparkling Tea Company for their drink, Blau; and ajaa! for its sustainable bowls, which are made of raw materials.

In addition to the BIOFACH and VIVANESS Best New Product Awards, the ‘Olive Oil Award’ and the international organic wine prize, MUNDUS VINI BIOFACH, were also presented again this year, along with the research prize for the organic foods sector at the special show, ‘Generation Future’.

The next edition of BIOFACH and VIVANESS will take place from 13 to 16 February 2019.

For further information, kindly visit www.biofach.de/en

54

Pure & EcoTM India | April-June 2018

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