KOCHI: The various produce cultivated in Kerala's own Pokkali fields will be soon become available to the public under 'Jaiva Pokkali' brand. And Krishi Vigyan Kendra (KVK) which owns 'Jaiva Pokkali' trade mark will share it with the Pokkali Farmer Producers Company to facilitate the marketing of the Pokkali products Initially, the collaboration will come up with value added products, including Pokkali Rice powder and crushed rice.
The salt tolerant rice, which is cultivated in the water logged regions, is rich in nutrients and is cultivated in an organic manner.
"KVK owns the trademark and the initial plan was to sublet the trademark to various Pokkali farmers groups. However, later the authorities concerned decided to explore the market potential of these produce. This has resulted in the registration of Pokkali Farmer Producers Company which has 50 members. The primary aim of the company is to market Pokkali products under the brand, providing Pokkali seeds, hatching fish seeds and distributing it among the farmers, besides lending water pumps and other equipment to farmers,” according to KVK senior scientist and head Shinoj Subramanian.
In Kerala, Pokkali is mainly cultivated in the islands in Ernakulam, the water logged areas in neighbouring Alappuzha and some parts of Thrissur. The Pokkali Rice, at present, is being sold in the retail market (through select outlets) at normal prices like the other rice varieties available on the market.
The officials hope that the Pokkali rice, which is being sold at Rs 35-Rs 40 per kg now, will now commaznd better prices as a result of branding.
“The rice, which is cultivated manually, is normally expensive than the normal paddy cultivation. Moreover, out of the nearly 5,000 hectare of Pokkali farms in Ernakulam and neighbouring districts, cultivation has now shrunk to nearly 1,000 hectare due to the low market price and the high cost of production. Hence, if we can offer a much better market price through branding, we believe that more farmers will be drawn towards Pokkali farming,” he added.