FOOD & SPIRITS

Organic food has long been considered a niche market and a luxury for wealthy consumers. Mukesh Gupta, Director (Operations), Morarka Organic Foods, feels all it takes is a little effort to get to the right source. "In very simple words organic food can be defined as food without the contamination - be it chemicals or microbes or synthetic inputs. It was believed and now evidence is emerging to prove that many of the so-called life style diseases have a link with the contamination in the food. The organic method of cultivation is based on natural processes without the use of any chemical components such as pesticides and fertilisers." So while the average consumer may not spot the difference immediately a closer look at these natural creations bear the stamp of authenticity. "The only way a consumer can identify organic food is through the certification marks on the food packets. The organic certification is primarily based on process verification spread over a minimum one and up to three years. This is done by external certification agencies authorised by regulatory authorities in various countries," says Gupta in an educative mode.

A HEALTHY FOOD REGIMEN

With the steady growth of illnesses owing to hectic lifestyles, the awareness and effort towards a healthy life is now taking the driver's seat. People today are more health conscious than the earlier generations and engage in various activities to de-stress and recharge batteries. A healthy food regimen is winning half the battle and going the organic way wins you the war is what they are beginning to believe. Organic foods taste better and have enhanced nutritive values which go a long way in nurturing good health even if consumed in moderate quantities. "It is a myth that one needs to use fertilisers as we have been following organic cultivation methods for thousands of years. There is no doubt that this can be passed on to generations to come," says Gupta. Anything from milk to meat is available in the organic option. Organic cultivation can happen on any land which is capable of growth though it first happened in areas defined as Semi Irrigated Crop Areas, Hill Areas, low input intensity cultivation areas. In some cases very high input / very high pesticides consumption areas and crops have also been brought under the organic umbrella for example cardamom, clove, chilli, and coriander.

YUMMY ORGANIC

Conventionally cultivated foods may score more marks when it comes to appearance though they are certainly no match to their organic counterparts in nutrition and taste. Organic foods are slightly more expensive which could also be one of the reasons why they are popular only amongst a few and that too in upscale urban areas. "One of the main growth impediments is the lack of awareness among consumers. At present maybe just 1 or 2 per cent of the urban population has even heard of organic food and the reason why organic foods are at a higher price point is the lack of volumes in the business," emphasises Mukesh. Germany, Mukesh says, tops the list in terms of percentage of production, availability and consumption followed by Netherlands. According to him US is now emerging as number three in the organic food market. "The need of the hour in the Indian market is the conversion of buying behaviour. There should be an initiative on the part of the system to educate consumers on how going green and buying organic food will not only be the right choice for their lives but for the life of the planet as well," says a concerned Mukesh. However Mukesh is convinced that Organic Foods is a sunrise industry and will pick up momentum in the days to come. "It's really a choice that we have to make whether to continue our conventional cultivation or pass on the baton of healthy organic living to our future generations" says Mukesh on a concluding note.

Reasons why you should go organic:

1] Tastes better, feels better: thanks to well balanced soils, the crop is strong and healthy, giving it that keen taste, flavour and nutrition.

2] Freedom from additives: now you don't have to keep looking at the label to see what kind of additives you're being forced to take. Organic food is free from additives which can cause health problems such as heart disease, osteoporosis, migraine and hyperactivity.

3] Water for your thirst: organic farming means good riddance to water problems, because it reduces toxic farming runoff and pollutants that contaminate our water, soil and air.

4] Protects health of future generations: organic food is the best way to make sure that our future generation remains healthy by not serving them pesticide laden food. A good helping of organic food goes a long way.

5] Keeps the rural communities healthy: who would want to spend their day in a field laden with agricultural pesticides and fertilisers? Now the farming fraternity can breathe easy, thanks to organic farming.

6] Supports "True" Economy: billions of your tax money is spent on removing chemicals laden in water and food. But organic food does away with the fear of food. In other words, you're actually saving your own money.

7] Keeping the livestock healthy: intensively-reared dairy cows and farm animals are given drugs to increase their productivity. And these drugs are passed on to the consumers of dairy produce or meat, which are contributing factors to meat-related diseases like blocked coronaries and high blood pressure. Organically reared livestock is the answer that medicine is seeking.

8] Topsoil remains on top: poor cultivation and cultural practices worldwide have created a topsoil crisis. Only with organic farming practices can we help to enrich the soil with essential nutrients to ensure the same quality of food tomorrow.

9 Preserving Bio-diversity: to preserve the sanctity of the soil, organic farming includes crop rotation, retaining fence news, wetlands and other natural areas to make sure that there is no dearth of healthy crop all around the year.