Moneycontrol.com writes that since several states are permitting retailers to purchase produce directly from farmers, there is a new kind of revolution going on in the rural areas. Farmers are taking special care of produce to garner higher prices, selling to retail companies such as Reliance and ITC, and finally making money after nine years. More than 2,000 small farmers are benefiting from organized retailing in Andhra Pradesh, are dealing directly with companies without middlemen or intermediaries.
According to Harsh Bahadur, MD Metro Cash & Carry India, "Between 30 - 40% of fresh fruits and vegetables in the country get wasted because they rot before they reach the customer. What we do is build a collection centre at the farm gate. This is cooled, then we put all vegetables and fruits in cooled trucks and we bring them here."
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