Doubling Farmer Incomes: How Palladium Empowered Madanamohana FPO to Go Global
16 January 2024, Odisha: A remarkable story from Odisha is setting an inspiring example of resilience and innovation in agriculture. The Madanamohana Farmers Producer Cooperative Society Ltd. (FPO), formed in 2022, has not only doubled the incomes of its members but also distributed their produce in the international markets, showcasing the power of collective action.
Presently with 777 shareholders from 15 villages in the Odapada Block of Dhenkanal district, this farmer-led initiative has achieved what once seemed impossible. From struggling to sell their produce at ₹15 per kg to exporting mangoes to Dubai for ₹50 per kg, Madanamohana FPO is rewriting the narrative of farming in India.
A Journey of Struggles and Transformation
Farming in Dhenkanal was once riddled with challenges—poor irrigation, low-quality seeds, and middlemen exploiting small-scale producers. “We barely made enough to survive,” recalls Prabhat Mohapatra, a founding member of the FPO.
Everything changed when Prabhat and 50 other farmers decided to form the Madanamohana FPO. Inspired by the idea of collective bargaining and eliminating middlemen, they named their FPO after their faith in Radha-Krushna. However, forming the organization was only the beginning of their journey.
Their fortunes took a turn when they got the support of the Promotion and Stabilization of FPOs (PSFPO) program, implemented by Palladium with funding from the Bill and Melinda Gates Foundation in partnership with the Directorate of Horticulture, Government of Odisha. The project adopts a market system development approach aimed at increasing the profitability and sustainability of farmer collectives and small-scale producers through training, markets sensitization and institutional capacity building with a gender-inclusive approach.
From Local Markets to Global Reach
The turning point came when the FPO, for the first time, successfully exported 6.38 quintals of Amrapalli mangoes to Dubai. Guided by PSFPO, the farmers adhered to international quality standards and mastered packaging, storage, and transportation logistics.
“The mangoes that used to fetch ₹15-20 per kg in local markets now sell for ₹40-50 per kg internationally,” says Prabhat. “This 100% increase in price-realization is life-changing for us.”
Encouraged by this success, the FPO diversified its exports to include ladyfinger and bitter gourd. Training in organic farming and integrated pest management further enhanced their productivity while reducing costs.
Now Madanamohana FPC’s vision for the future is ambitious yet grounded in reality. By 2025, they aim to expand their membership to 1,500 farmers, bringing even more people into the fold of this transformative initiative. Cashew, a key crop in the region, is set to be their next big focus, with hopes of tapping into global markets. The FPO is also looking forward to getting equipped with advanced machinery and expanding their organic farming practices to further improve efficiency and sustainability.
A Model for Rural India
With the efforts of PSFPO, over 75 MT of fresh fruits, fresh vegetables, and spices from 18 FPOs and farmers across 6 districts of Odisha have been exported to seven countries across the Middle East, the UK, and the EU. The export of fresh produce from the state has resulted in over 40-100% increase in price-realization for the farmers associated with FPOs in the state.
The story of Madanamohana FPO is a shining example of how farmer producer organizations can empower rural communities, boost incomes, and open doors to global markets. As we celebrate Kisan Diwas, the journey of Madanmohana FPO with support from PSFPO underscores the critical role of collective action, market linkages, and innovation in transforming Indian agriculture.
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