EMPOWERING FARMERS THROUGH PINEAPPLE TRIAL MARKETING IN EAST GARO HILLS

Pineapple is one of the major fruit crops cultivated in the East Garo Hills district. The region is blessed with abundant production, and this fruit has been an integral part of the community’s agricultural tradition since the time of their ancestors. Despite the plentiful availability of pineapples in the district, farmers face significant challenges in marketing their produce. The lack of proper market linkages and fair pricing mechanisms often prevents them from receiving the value they truly deserve for their hard work.

This situation highlights a pressing need for better infrastructure, organized supply chains, and cooperative marketing strategies. If farmers were provided with improved access to markets, storage facilities, and fair trade opportunities, pineapple cultivation could become not only a cultural legacy but also a sustainable source of livelihood and economic growth for the East Garo Hills.

See this all the Meghalaya Livelihood Access to Market Project (MLAMP) under Meghalaya Basin Management Agency (MBMA) set up Collective Marketing Centre (CMC) almost across all the block of the District in the Integrate Village Cooperative Society (IVCS).

Under the MLAMP, the MBMA has established CMCs across nearly all blocks of the district. These centres operate through the IVCS, serving as organized platforms where farmers can collectively market their produce.

The creation of CMCs is a significant step toward addressing long-standing challenges faced by farmers, such as poor market access, lack of bargaining power, and unfair pricing. By pooling resources and working through cooperative structures, farmers are better positioned to negotiate prices, reduce dependence on middlemen, and ensure that their hard work translates into fair income. This initiative not only strengthens local livelihoods but also builds a sustainable framework for rural economic growth in Meghalaya.

Collective Supply of Pineapple – Trial Marketing (2004)

In 2004, five IVCS, Bolchurani IVCS Ltd., Dechakki IVCS Ltd. , Silchang Dimrimbri Palwang A·ding IVCS Ltd. , Millawe Songma IVCS Ltd., and Jamge IVCS Ltd., came together to collectively supply 122.935 tons of pineapple to the Umdhihar PRIME Hub.

This initiative was part of a trial marketing effort designed to test the feasibility of organized aggregation and supply from rural producers to a central hub. Through this collaboration, approximately 500 farmers directly benefited, gaining access to structured markets, fair pricing, and improved income opportunities.

The trial demonstrated the potential of cooperative action in strengthening rural economies, showcasing how collective supply chains can empower smallholder farmers, particularly in regions where market access is limited. It also laid the groundwork for future scaling of such initiatives, emphasizing the importance of community-driven models in agricultural marketing.

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