Kumar Bahukhandi
Jeeraphool rice marketed under the Sonhat Agro brand as Korea district seeks to connect its traditional aromatic paddy with natural farming, value addition and organised markets. (Promotional image)
From Traditional Crop to Organised Market: FPO Gives Jeeraphool Rice a New Edge
In Short
- 832 farmers cultivate the traditional aromatic paddy using natural farming practices
- Sonhat FPO links cultivation with processing, branding, packaging and organised marketing
- Bio-inputs such as Jeevamrit and Beejamrit are being used to reduce dependence on chemical inputs
- The initiative seeks to take Korea’s traditional rice variety beyond local markets through certification and value addition
Raipur: Korea district’s traditional aromatic Jeeraphool rice is acquiring a stronger market identity as hundreds of farmers combine natural farming practices with an organised Farmer Producer Organisation (FPO) model aimed at improving processing, branding and market access.
According to Deputy Director of Agriculture Rajesh Bharti, 832 farmers associated with the initiative are cultivating Jeeraphool paddy through natural farming methods under the guidance of Korea Collector Roktima Yadav. Farmers are using bio-based inputs such as Jeevamrit and Beejamrit, while efforts are also being made to improve quality assurance, certification and packaging.
Rather than limiting the initiative to cultivation, the district is attempting to build a farm-to-market chain around the traditional rice variety. Sonhat Gaurav Agrofed Krishak Utpadak Bahuddeshiya Sahakari Samiti Maryadit is facilitating aggregation, processing, branding, packaging and marketing of the produce.
The FPO approach is intended to give individual farmers the advantage of collective market access and create opportunities for better price realisation. Sonhat Agro-branded Jeeraphool rice is also available through an online marketplace, indicating that the product has already begun moving beyond purely local marketing channels.
From Traditional Crop to Value-Added Product
The initiative brings together natural cultivation, quality production, certification, packaging and organised marketing — an approach that could add commercial value to a crop traditionally associated with the region.
The Agriculture Department is providing farmers with guidance on natural farming techniques, preparation of biological inputs, quality production and marketing through the FPO. Work is also under way to take naturally cultivated Jeeraphool rice to the market with PGS certification, strengthening its positioning as a naturally produced agricultural product.
Chief Minister Vishnu Deo Sai has appreciated the efforts of Korea’s farmers as the traditional rice variety gains wider recognition. The initiative reflects an attempt to preserve a locally valued crop while connecting its growers with modern branding and organised markets.
For Korea’s Jeeraphool growers, the emerging model is therefore about more than producing paddy. By connecting the field with processing, packaging and the consumer market, the FPO is becoming a crucial link in turning a traditional agricultural product into a recognisable regional brand.
