Rakesh B, Sreelakshmi V, Ghangale Darshan Sanjay,
- Dakshayani and Jagan Mohan R
The epidemic has created awareness to consumer about food, its composition, nutrient content and heath impact of certain foods. This pawed a way for people to shift their food choice and food supply chain towards healthy alternatives like organic foods. This in turn give global shift for organic foods, these were made via organic farming which doesn’t use any synthetic ingredients. The post-pandemic impacts have spread the baby steps on the purchase of organic foods in India, which rendered a hopeful future for farmers, retailers and new enterprises to pursue the road of organic practices. India ranks first in Asia (fifth in the world) for its organic cultivation with land area of 23 lakh hectares for organic farming as reported by Organics International report 2021 by IFOAM (International Federation of Organic Agriculture Movements) as well as FiBL (The Research Institute of Organic Agriculture). The Indian Organic food industry has experienced a boom with market size of $820 million in 2020, which was only approximately $200 million in 2018, as per the research and is anticipated to increase at a CAGR of 24 percent between 2021-2026. The Omni-channel Organic shop had an enormous expansion at the height of COVID, which spilt the natural food world of 20 percent digitalized and 80 percent in-store from 5 percent and 95 percent, respectively.
As the Organic world has a higher potential in defining the economics of India as the customers move more towards the digital market, The FSSAI and other Organization has established distinct logos for Natural goods to have a clear grasp and to verify its legitimacy to the customers.
VALUE OF INNOVATION AND CONSUMPTION
A small and moderate firm in Organic food production is highly reliant on cooperation owing to the geographical emphasis. Within the processing industry, new and existing business creation with agricultural firms along the market chain may be stimulated and stabilized. There are five dimensions where the innovations can be done with regard to their contributions to the Organic productions.
The influence of innovation will stir up, extend and maintain new trade relationships within the Organic Food Industry, such as collaborations with suppliers, market interactions, supplier cooperation in process technologies and scientific supports. Most usually bought organic goods include fruits, vegetables, cereals, grains, spices, pulses, drinks, dairy products, meat, and poultry. Processed organic foods are also accessible on the market, such as drinks, cookies and meat replacements. Inventions could be applied further in the organic field to sustain the demand and supply chain of the market, whereas purchase and usage might become a trend in society. Organic food, which goes supply oriented, now become consumer oriented. Besides, organic food was re-launched as “new product” within the eco, green, ethical or sustainable commodity category. Organic food may also be seen as a green or ethical innovation. The value of consumption implies the degree whereby the level of consumer need was met by the total assessment of the consumer’s net utility or satisfaction associated to the product after purchase. The value obstacles for the consumption of innovated organic products are observed to be decreased on this parameter such that product must provide better on achievement ratio to change the current client actions and the troubles will arise more when the perceived quality differences of the new products to its alternatives. Customers are not entirely aware of the advantages and genuine worth of organic food, owing to that they weren’t prepared to pay the increased price, that ultimately serves as a burden, towards organic food use.
STATUS, TRENDS AND PROSPECTS
As per Codex Alimentarius,” organic farming being a comprehensive production management practice that supports and improves agro-ecosystem wellbeing, including biodiversity, biogeochemical cycling as well as soil bioactivity.” India being blessed with much of the ability to create all sorts of organic items because of different agro-climatic zones. As per the APEDA, India ranks first with the number of Organic producers and Ninth among the top ten nations in accordance to cultivable acreage under organic certification. The whole area covers organic certification was 4.72 million hectares (2020-2021) recognized under National Programme for Organic Production. Madhya Pradesh has the most organic agricultural land in India during the fiscal year 2021, with around 1.6 million hectares, followed by Rajasthan, which had over 481 thousand hectares of organic farming land. Sikkim became the first state to go totally organic, and other states like Tripura and Uttarakhand have set similar ambitions.
The Indian Organic food market is estimated to register a CAGR of 25.25 percent during 2022-2027. The uncertainties of COVID-19 lead to significant element of growing levels of health consciousness in the nation and in turn, the plea of the Organic agriculture and Food Market hiked. Consumer spending on health and wellness has expanded dramatically as a result of the following factors: well-built economic development, digitalization and higher earnings have suppressed various diet crazes and encouraged eating patterns such as the Paleo diet, Plant-based diet, Dietary Approaches to Stop Hypertension diet and fasting.
IMPROVING TRUST IN ORGANIC FOODS
The faith in organic food production comprises standards and control have a considerable causal influence on intention and behavior. Trust may also be detected from high premiums on the flavor, certification, quality, marketing and manufacturing techniques of organic foods. Accreditation is essential, particularly when it comes to organic products produced in our nation; however entire understanding of organic certification and its marketing has not been obtained by farmers till-date. The testing facility was created for certification under the National Programme for Organic Production of the Government of India, by the Agricultural and Processed Food Products Export Development Authority (APEDA). Consumers must search for FSSAI’s Organic logo named Jaivik Bharat and logo by FSSAI’s and license number. Besides, the label also includes India Organic Logo (NPOP certified) or PGS-India Organic logo (PGS-India’s certified) under which system it was certified. The Government of India has undertaken numerous programs namely the Mission for Integrated Development of Horticulture (MIDH), National Food Security Mission (NFSM), National Mission for Sustainable Agriculture (NMSA), Rashtriya Krishi Vikas Yojana (RKVY), and others to build confidence, promote organic farming and organic goods between farmers and consumers.
Presently, people have much concern for qualitied food products. They are even ready to spend extra money to purchase authenticated Organic foods, so as to prove that and to prevent trickery and cheating in Organic foods. The quality inspection (Electronic Authentication) being done by Electronic Sensors, which were conventional and have quicker assessment.
The Indian Organic Food Industry is extremely imploded by the existence of various small and notable major firms like Suminter India Organics Private Ltd., Nature Bio-foods Ltd., Organic India Private Ltd., etc., which are in the running in concordance with price and quality. As the corona virus transmission still persists, this is an indirect effect to demonstrate the significant development of organic food in the Indian market. Currently, the demand and supply of natural foods are stimulated by the significant backing of the Central Government via the initiatives described previously. Another critical driver for the Indian Organic food industry is the growing consumer concerns regarding the inclusion of many chemicals and artificial preservatives in conventionally farmed food goods. The most significant sectors in the Organic market are constituted by supermarkets and hypermarkets. Other than that, the basis of the market breakdown is the distributing channels of convenience stores, specialty shops, the internet and others. Geographical-wise, Northern India dominates the market, followed by Western, Central and Eastern India, lastly Southern India. Even though there is no solid report for claim that Organic food is healthier in comparison with conventional foods, the perspectives of consumers have changed. The lower yield doesn’t affect the trend and production, as the consumers are keeping in mind that organic food assures the stringent organic agriculture standards which has been followed in terms of the effect on soil, water and environmental conservation, consumers of future generations begun to choose the organic world over synthetically added and processed meals. Within a decade, there will be a potential for organic foods could control, all over the world market to suppress the rising issues like global warming climate change, ensuring the appropriate food chain and ecological balance.
III Year B.Tech Food Technology
II M.Tech Food Safety and Quality Assurance
Research Scholar, Food Science and Technology
Professor and Head, Department of Food Product Department
National Institute of Food Technology, Entrepreneurship and Management, Thanjavur.
References on Request