By Our Reporter
Bengaluru, Dec 15: Meghalaya is venturing into national and global markets, showcasing its indigenous products like the GI tagged Khasi Mandarin and Lakadong Turmeric.
Agriculture Minister Ampareen Lyngdoh had earlier emphasised the move towards new age markets, enabling farmers to directly benefit while reducing dependence on middlemen.
To serve the purpose, Meghalaya’s farmers and entrepreneurs exhibited their products at Bengaluru’s Lulu Hypermarket, with a focus on the unique qualities of Khasi Mandarin.
Morin D Shira, a farmer from Rongsu, expressed delight in sharing the sweetness of Meghalaya globally, highlighting the potential of their soil. “This is not even half as sweet as the ones we had eaten growing up. And if this is getting so popular, imagine the power our soil has,” Shira exclaimed, emphasising the need to preserve soil nutrients for mutual benefit.
Khasi Mandarin, awarded the GI tag in 2014, garnered recognition for Meghalaya. The ZestFest, featuring this golden fruit, attracted attention in Bengaluru. The festival, called ZestFest also got in several onlookers curious about the name of Meghalaya being associated with oranges when until now, Nagpur ruled the charts in that category.
Ravi Kiran, one of the visitors who bought the oranges after tasting the sample, said he was pleasantly surprised. Additionally he mentioned that it was one of the best oranges he had tasted, and more people should know about it, and also called upon his friends to pay a visit over the weekend.
The festival showcased various indigenous products, including Lakadong Turmeric, kew pineapples, fruit jams, white and red rice, and banana chips from Garo Hills.
Mulden Jyrwa, settled in Bangalore for two decades, was visibly excited. He stating, “It is lovely that the government is taking these steps, and the world is getting to know the hidden treasure and potential of our state.”
Compliments from visitors motivated farmers, like Sunny Malngiang from Mawphu, Sohra, who shared the joy of their village’s 1.5-tonne Khasi Mandarin export. Events like ZestFest, according to Malngiang, contribute to fair pricing for farmers’ hard work.
During the festival’s first day, Ampareen interacted with entrepreneurs, inquiring about their satisfaction and sales. She later briefed the Karnataka media on Meghalaya government’s plans to integrate states through such events.
The ZestFest also fostered a sense of homecoming for those like Mulden Jyrwa. “I always used to tell my friends about the turmeric, about the mandarins, but now I can show them and how good it is,” he expressed, emphasizing the significance of tangible experiences.
What’s in a name?
Addressing concerns surrounding the nomenclature of the fruit linked to the Khasi Hills and its promotion as the ‘Khasi’ mandarin, Ampareen clarified that the nomenclature is a result of the GI tag. The fruit is grown throughout Meghalaya, and the specific tag aims to ensure controlled quality and recognition.
“GI tagging is a complicated process, and it is a long procedure. Now that one product of the state has obtained the GI tag, we ensure that the qualities are controlled, and adequate importance is given to them,” she explained.
Lyngdoh emphasised that while it is GI tagged as Khasi Mandarin, it represents the entire state, clearing any misconceptions about regional exclusivity.
Addressing concerns about the fruit’s reduced shelf life when transported to areas with different climates, Lyngdoh assured that special facilities with processing units exist. These units wax the Khasi Mandarin, thereby extending its shelf life.
In addition, she mentioned the government’s efforts to educate and support farmers in food processing techniques. The aim is to familiarise them with essential interventions required to enhance the shelf life of their produce.