How social media is helping farmers take produce straight to kitchens

You’ve seen videos of cows feasting on strawberries and broccoli because farmers couldn’t find buyers during the lockdown but not all stories have ended that way. Telangana farmer V Malla Reddy did initially despair when he found few takers for his watermelon harvest. Those who did, offered a measly Rs 4-5 per kilo – less than 60% of the normal price. Reddy then took a leaf out of the 2019 Telugu film ‘Maharshi’ where the protagonist uses social media to connect farmers to consumers directly. He shared photos of his crop with the Harvesting Farmer Network with an offer to deliver them in Hyderabad.

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