Earthy and Green

Ecociate, an expert in sustainable agriculture and food systems, has been working hand-in-hand with Farmer Producer Organizations (FPOs) since its inception. Our mission is clear: to empower these small and often marginalized farmers by making a significant impact on agricultural value chains. We see the immense potential of FPOs in revolutionizing the agri-business sector, particularly in the domains of natural, regenerative, and organic farming.

During our work with farmer producer organizations (FPOs) and development sector organizations promoting agroecology-based practices, we realized, one of the biggest challenges faced by Farmer Producer Organizations (FPOs) is bridging the gap between their products and urban consumers. Despite the superior quality and environmental advantages of their organic and naturally grown products, FPOs find it hard to attract urban markets. This issue mainly arises from challenges in packaging, branding, and offering a diverse range of products that align with urban consumer preferences.

The Earthy n Green Solution

In response to these challenges, Ecociate introduced Earthy n Green, an innovative e-marketplace platform. This platform serves as a bridge between FPOs and urban consumers. EG ensures that each FPO’s uniqueness is maintained by sourcing the right products from the right organizations. For instance, Karnataka FPOs offer oils, spices, and millet, while those from Uttarakhand provide wheat flour, jaggery products, pulses, and FPOs from Ladakh apricots. This diversity enables consumers to enjoy a wide range of unique and quality products linked with their origin and specific geographies.

Earthy n Green was founded with the following key objectives:

Boost Farmer Incomes: We aim to increase the earnings of farmers. By empowering Farmer Producer Organizations (FPOs) with the tools and knowledge they need, we help them tap into the market for value-added foods, such as ready-to-eat and ready-to-cook items, that are both safe and healthy.

Support Local Food Systems: Our goal is to reduce the distance food travels – known as ‘food miles’ – and improve nutrition security. We achieve this by fostering connections between Resident Welfare Associations (RWAs) and groups of FPOs located within 100 to 200 kms. This encourages the consumption of local and regional foods.

Encourage Sustainable Farming: We are committed to promoting sustainable agricultural development. This is done by advocating and implementing agroecological principles, ensuring farming practices are environmentally friendly and sustainable in the long term.