System Design : Educating Farmers About Organic Farming
- 1. Design for Retail Experience, 2011-13 System Design Export of Agricultural and Processed Foods Bhavanee GS | Garima Chaudhary | Ketaki Karkhanis
- 2. Index Introduction The Study Opportunity 鍖ndings Proposed Designs (introduction) The 鍖nal Designs
- 3. Introduction 1 Course structure: - studying the system for understanding the details - open discussion for categorizing various connections in the system - analyzing the system by visiting various areas - 鍖nding opportunity areas - developing a systems level thinking and understanding the impacts of the design change - developing a prototype for the same
- 4. Introduction Faculties and GROUP Course Abstract C S Susanth Relevance: Tulip The course intends to show that application of design at the strategic level can be a very powerful tool for solving complex problems involving many disciplines and spheres of knowledge that goes well beyond the usual scope of design tasks as tradi- tionally de鍖ned and taught in design curriculum. TEAM MEMBERS: Objectives: To understand the systems approach while dealing with any task or situation Bhavanee GS To understand the basic structure of a system as some kind of Garima Chaudhary a complex whole, consisting of the elements and the relation Ketaki Karkhanis between these elements. 3
- 5. To enable the students to understand the world around us and Build conjectural opportunity models. to look at things as a whole. Build scenarios of macro / micro opportunities. Course Contents: Select speci鍖c opportunity. After developing familiarity with system thinking concepts, the Individually build and deliver / document. students are given a theme. The task involves investigation of the whole system and generating the most optimum model for Application of systems approach towards problem solving in a the speci鍖c opportunity within the system. given context. Methodology: Assignments in group - Locate and discover accessible knowledge for systems / system thinking / systems dynamics (MIT) / system modeling. Assignments in group abstract theme and exercise in model- ing. Brainstorming / random checklist. Explore structure; Reality checks; build models; 鍖nd metphors / apply metaphors. Make memorable models. Group research on identi鍖ed theme. Discover attributes and speci鍖c knowledge. 4
- 6. The study 2 - various levels of study conducted - industry visit - meeting with the various experts Time: 3 weeks
- 7. The study Subject of study Conclusions: - Very less knowledge about the particular 鍖eld - Therefore, studying the system through the various available sources - Considered medias: Levels Of Study: - Internet: APEDA, KAPPEC, Agrixchange, Agriculture web- site: Krishi, etc. Study level: 1 - Newspaper, magazines: APEX Update - Research documents: product diversi鍖cation, product pro- motion, etc 6
- 8. Study level: 2 Secondary Chart formulations: Elaborate 7
- 9. Study level: 3 Study level: 4 Linkage formation Preliminary visit to market Spar 8
- 10. Brown Tree 9
- 11. Godrejs Natures Basket 10
- 12. Conclusions: - brand creation through packaging - high emphasis on produce acquirement - information about exporting country, exporter, importer. - information about date of import and date of expiry (generally after 2/3 years) - shelf talkers: trained and friendly staff - packaging, sealing styles and shelf tessellation Study level: 5 Meeting with experts Questionnaire: (information categories) 1. About the industry 2. about the 鍖rm and their importance in the industry 3. work done and 鍖ow of work in the existing scenario 11
- 13. 4. work distribution patterns or new trends: digitalization KAPPEC 5. inputs to the various levels of supply chain, their assimilation 6. any new introductions, yet to be made announcements 7. market trends, brand development, participations APEDA CONCLUSIONS: Crop issues: Pomegranate: diseased: low production levels Onions: sprouting Other: rotting, splitting Cold storages: Kushtagi Bijapur, Bagalkoth Upcoming: Hubli: Mangoes (fresh + processed) Belgam: Fresh fruits and Veg. Bhidar, Humnabad: Fresh fruits and Veg. 12
- 14. 油 Study level: 6 Problem area: Interest costs Industry visit: Labor costs Field visit at Indo-Spanish tasty food Ef鍖ciency Technology: available but cannot be used (Gherkin processing and packaging) Climatic zones Geography Small land holdings Irrigation Opportunity areas: Education Trade fairs International positioning Transportation Transparency to the system: collaborative input required Geographical locations Packaging Suggestions: Chinas strategies Processing Plant visit 13
- 15. Opportunity areas (level 2) Positioning of Indian food abroad Food mapping Trade mapping Government organization Transparency to the system Beginners guide Farming and education 14
- 16. Opportunity finding 3 The opportunity areas as observed for the particular system Time: 1 week
- 17. Opportunity areas The 鍖ndings 3. As observed in the industry visit # mechanization # odor control: air-conditioning # temperature control, control in humidity levels 4. Others " - Data organization and connectivity Opportunity Areas: # - Research document accessibility # - Inter-relativity of all data for Beginners " - Data organization and structuring for the professionals 1. As observed in the market study " brand building # exposures # value creation 2. As observed after meeting with experts # Education # System re-organization: corruption # Awareness 16
- 18. TOPICS CHOSEN: Bhavanee GS: Business Updating system Garima Chaudhary: Information Architecture, data organization for simple 鍖ow of data and accessibility. Ketaki Karkhanis: Farmer education and awareness creation 17
- 19. Farmer Training system 6 KETAKI KARKHANIS The design intervention hence proposed. Time: 1 week
- 20. The proposed Design Ketaki Karkhanis Why organic farming? Healthy food: Contains no toxic substances-safe Natural & Good taste Higher bene鍖t cost ratio due to less external input use and pre- mium price (20-25%) Takes care of Environmental concerns of Farming Organic food products exported from India include the Export: Farming And Education following: Organic Farming: Organic Cereals: Wheat, rice, maize or corn油 APEDA (Agricultural and Processed Food Export Organic Pulses: Red gram, black gram油 Development Authority) coordinates the export of Organic Fruits: Banana, mango, orange, pineapple, passion fruit, cashew nut, walnut油 organic food (and other food products) in India. Organic Oil Seeds and Oils: Soybean, sun鍖ower, mustard, cot- Demand for organic products has created new ton seed, groundnut, castor油 export opportunities for the developing world Organic Vegetables: Brijal, garlic, potato, tomato, onion油 Organic Herbs and Spices: Chili, peppermint, cardamom, tur- meric, black pepper, white pepper, amla, tamarind, ginger, va- nilla, clove, cinnamon, nutmeg, mace,油 Others: Jaggery, sugar, tea, coffee, cotton, textile 44
- 21. ganic products Present status of Organic Export from Availability of upgrade processing technologies. India Low involvement from government India exported 135 organic products under 15 categories during No Research support for Nutrition and Taste 2009 It valued US$116 million Average growth of organic market in India is 50% Opportunity Areas Among the products exported , cotton is at top followed by bas- mati rice and honey. The demand of Indian organic products is increasing in Europe To organize small farmers to act as an organization that pro- There are 294 organic exporters in India duces and market their own products for the domestic and ex- India exports its 70% organic products to Europe followed by port markets the US (20%), South East Asian countries(5%), Japan (3-5%) (co-operative business: Amul ) To keep the farmers connected with the latest trends and cur- rent scienti鍖c knowledge ( latest 鍖ndings: gaur seeds for petro- Problem areas for farmers in organic leum fracking) To create awareness about the agronomical factors. India being export a country with different agro-climatic zones, each state pro- duces its own specialty products. Based on soil and climate, In- dia is divided into 21 agro-ecological zones. Lack of proper infrastructure (for production and logistic) To assess demand and requirements in the international market Lack of marketing initiative and identify measures to improve the quality of Indian organic Lack of funds products in line with international market requirements and edu- Lack of proper marketing network & marketing implementation cate farmer about it Lack of domestic and export marketing initiatives (Christmas : 鍖owers ) No easy availability of organic raw materials Training programs for farmers not only in organic agriculture Little knowledge on the requirements for the processing of or- 45
- 22. methods (production, harvest and post harvest techniques, ba- sic standards etc.), but also in how to sell, promote and diver- sify their markets and how to ful鍖ll certi鍖cations requirements (internal control and administration) To help farmer to understand the supply chain bringing clarity in the system. Proposed medias Digital medias: Government organized programs Mobile phones Mobile vans Physical medias: Training programs Theater acts / Demonstrations Village fairs (melas) 46
- 23. The Final Design Farmer Training Jaivik bharat Modern agriculture practices are increasingly turning out to be System knowledge-based and hence gaining expertise in them is not an easy task for many of our rural farmers. Jaivik bharat is a NGO working for farmers education particularly in the area of organic farming and export. It is supported by APEDA and other govern- ment agencies. Jaivik bharat is an organization which encour- Ketaki Karkhanis ages the farmer towards organic farming and help the farmer to go into organic export. It not only educates the farmer about all Introduction: the aspects about organic farming but also assists them on every step. Jaivik Bharat works on two levels i.e organize and The following educational program is designed for the farmers to educate them about organic farming and export. educate. Under organize they have training program for farm- ers, they encourages co-operative farming, they link the certi鍖- Training program: Weekly (6 months, step by step modules on organic farming) cation agencies and assist in paperwork, provide funds to farm- Monthly (6 months, step by step modules on organic export) ers. Under educate they give step by step information about or- Reminder medias: kiosk ( To refer the information provided in the program, ganic farming and export. Also in addition to the training pro- to stay connected to the international markets, to go gram they install a kiosk and have SMS alert system acting as through the demonstration videos etc. and be aware to a reminder media. the modern trends ) Direct Mailer ( monthly, information and latest news, answer queries sent by farmers) SMS service ( message alerts on weather or urgent business alerts ) 47
- 36. thank you