V alue addition activities haven’t introduced in many farming communities as a way to increase their income levels. Many farmers sell what they produce at a price that is not even sufficient to maintain the cycle of cultivation. Due to this, many of them end up in huge debts, give up farming, and switch to other fields.

At the same time, the demand for fresh-cut and semi-processed food items is growing steadily in towns and cities. People have adopted a life style that requires instant solutions for doing household cooking so that they can free up time and energy for other activities. With the improving economic conditions, this demographic segment is growing rapidly. There is not enough supply of quality fresh-cut, semi-processed or frozen vegetables available in the market, especially in the traditional vegetable sector.

The EzGreen initiative is to connect the supply and demand points mentioned above. In this project, the Self-Help Groups (SHGs) secure vegetables from the farmers around them, add value and market them directly to customers. The initiative is focused on the traditional vegetable items. The SHGs follow a profit sharing model to work with farmers, set up a value-addition unit for the produce, brand the produce and market the end products through a mobile unit.