Farming Colors an online vegetable- fruit shopping service is helping families to go organic in the city of Kochi
Text: Shalet James Photos: Farming Colors
A change in the existing food production system for a sustainable future is the need of the hour. Researchers have suggested that pesticides and other poisonous chemicals used in growing fruits and vegetables can put the younger generation at risk of developing Cancer at a later stage. The continuous use of fertilisers and pesticides has been devastating health, soil, water and biodiversity. With an aim to bring in a change in the prevailing situation, a group of youngsters is making a difference through their venture ‘Farming Colors.’ Farming Colors which was ideated and executed by Akash Mathew and Jim George is a portal that allows users to purchase fresh organic produce straight from the growers. This online organic vegetable – fruit shopping service is transforming the lives of many by providing them organic fruits and vegetables at their door- step.
The Origin of this Organic
The name Farming Colors was birthed in the mind of Jim when he happened to witness a heart-warming sight in Ooty, while in search of farmers. “I had to go to Ootty to meet Nimmy mam, who is into organic farming since a decade. We wanted to buy her produce and reach out to our customers. It was a beautiful sight to see her vegetable and fruits garden which was on a hill top. The fruits and vegetables were all ripe with different colours, hence I thought this would be the best name for our new initiative,” said Jim, Founder of Farming Colors.
Farming Colors have identified a group of farmers in Coonoor, Wayanad and Munnar who have more than 10 years of experience in organic cultivation. They are certified with India’s leading organic certification bodies that ensure the quality of each of the farms and its yield. Thus, they provide a link between these farmers and the consumer. “My father (Mathew Sebastian) was a great support and guide to start Farming Colors. He was an agricultural officer and knew the problems in this field inside out. He is also the co-founder and executive director of INDOCERT, an indigenous certification body that offers organic certification, among other things. So he had a strong connect with organic farmers, which was of great help when we embarked on this venture,” adds Akash.
When Tech meets Health
Beginning their journey with CIED (Conquering Imagination Expectation and Dreams) Technologies, this bunch of young engineering graduates who have ventured into branding, coding, marketing, electronics, industrial automation and video production, have set their foothold in promoting organic farming too. “We wanted to create a platform for the consumers where they can order their favourite fruits and vegetables and enjoy them without any worries. We knew a set of organic farmers and we wanted to create a transparent system for our customers,” said Akash Mathew, Founder, Farming Colors. By logging on to their site – www.farmingcolors.com a person can choose from the list of groceries available in the site and order their sample box that costs Rs 250. Farming Colors deliver eight boxes every month based on the subscription pack the consumer chooses. There are four packs available right now: small box (Rs. 2,000), medium (Rs. 2,500), large (Rs. 3,000) and extra large (Rs. 3,500). Two days prior to the delivery, consumers will get a menu on their WhatsApp from where they can choose the week’s vegetables and fruits.
“The supply of the fruits and vegetables will be according to availability as most of them are seasonal. Our transportation and packaging system will see that the fresh farm produce reaches the consumers safely. The boxes come with a QR Code that helps the consumer track the produce to the farm from where it originates. This will help the consumers to have access to more information. They can trace the vegetables and fruits to the growers, which in a way is a sort of interface with their end consumers. It will also help them identify the certification of the farmers. The boxes will also have recipes,” added Akash.
The organic shift
Started with 80 customers, Farming Colors is serving 300 families with the fresh and healthy farm produce. In the next two or three years, they are aiming to cater 3,000 to 4,000 members and planning to work with more farmers, increase production, work towards an effective planning, and resolve logistics management. The next phase of Farming Colors will also see products like spices and semi-perishable goods too. It is certain that these zealous youngsters are into the organic food market for next 25 years at the minimum.
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