Kerala - Kochi   

NAPCL to help distributors, staff rendered jobless by cola ban

Staff Reporter

UNCTAD training programme for pineapple farmers begins

ANOTHER OPTION: The sale of fruit juices, like that of pineapple, can help those involved in the cola business

KOCHI: Aimed at providing an alternative source of income to distributors and other persons who have been rendered jobless with the State Government banning production and sale of colas, Nadukkara Agro-Processing Company Limited, Muvattupuzha, plans to put to use their skill in increasing the market share of its range of fruit-juice products.

The State Government has a major stake in the company, which is engaged in manufacturing the Jive brand of fruit juices.

"It could be considered part of our endeavour to rehabilitate some of them. The advantage is that they are skilled, have a well-established distribution network and infrastructure like vehicles," says managing director of the NAPCL Sasikumar K.

The company will soon hold talks with the employees, on how best to utilise their experience in the field. The company has embarked on a project to sell tender-coconut water in tetra-packs, with the help of the Coconut Development Board and the Defence Food Research Laboratory (which comes under the Defence Research and Development Organisation).

The contents will have a shelf life of six months. The CDB provides funding and expertise to encourage ventures in the sector.

Another scheme on the cards is an integrated backhouse for storing fresh pineapples for export.

"Enquiries made by us have found that this will be feasible, if the fruits are exported in ships. A Rs.3.87-crore project has been given shape to for the purpose. The funds will be made available by the Agriculture and Processed Food Products Export Development Authority. Infrastructure is being readied for storing the fruits," said Mr. Sasikumar.

He added that there was a quantum leap in sale of the Jive brand of products in the past year. "We have come to occupy the second place in the Kerala market. Our product range includes mango, pineapple and mixed-fruit juices. Very soon, we will come out with fruit juices (mango, orange etc.,) in bottles. It will be known under the Jive Fundoo brand name. The new products could be offered to a fresh set of distributors. Ultimately, only products with a holistic approach with concern for the health of consumers will be able to survive in the market. Jive products are processed and packed, keeping this in mind."

Training programme

A training programme for pineapple farmers, organised jointly by the United Nations Conference of Trade and Development (UNCTAD), NAPCL and the Agriculture and Processed Food Products Export Development Authority, began on the NAPCL premises on Friday.

Claude Teisson, head of pineapple research of the Paris-based International Cooperation for Agronomic Development, led the classes at the initial sessions of the 18-month programme.

Mr. Sasikumar said that the aim was to expose farmers to improved agricultural techniques in cultivating pineapples. The programme included sessions on improved techniques like micro-irrigation, micro-nutrients, use of tissue culture etc.

"Though Vazhakulam in Muvattupuzha is the hub of pineapple cultivation in India, India's share in the international pineapple market is very low. This is because our pineapples are not of international quality," he said.

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