A study on Pineapple market, Vazhakulam

Pineapple [Ananus comosus. Bromeliaceae] is a wonderful tropical fruit having exceptional juiciness, vibrant tropical flavor and immense health benefits.

Global scenario
Pineapple exhibits increasing demand worldwide, over the years. The global trade is around 50% as fresh fruit, 30% as canned product and 20% as juice concentrate. World trade on fresh pineapple has shown 100% increase during the last one decade. Even though India is the sixth largest producer of pineapple in the world with a share of about 8% in production, its share in the world market is negligible. The main pineapple producers are Brazil, Thailand, Philippines, Costa Rica, China, India and Indonesia. The leading exporters are Costa Rica, Belgium, Cote dlvoire, Philippines, Ghana, Netherlands, USA and France. Major importers are USA, Belgium, France, Italy, Germany, Japan and UK. MD2 or Dinar pineapple developed through hybridization by Del Monte scientists in Costa Rica is the most popular variety in the International market because of its color, flavor, shape, life span and ripeness being superior to other varieties.

National scenario
India ranked 6th with a share of about 8% of the world production of pineapples. India exports pineapple mainly to Nepal, Maldives, UAE, Saudi Arabia, Kazakhstan, Oman, Bahrain, Bangladesh, Zambia, Pakistan and Qatar. Kew and Mauritius are the two varieties of pineapple grown in India. It is grown in Karnataka , Meghalaya, West Bengal, Kerala, Assam, Manipur, Tripura, Arunachal Pradesh, Mizoram and Nagaland. It is also cultivated on limited areas in the coastal belt of Tamil Nadu, Goa and Orissa. Though Assam has the largest area under pineapple, West Bengal is the largest producer. West Bengal, Karnataka and Bihar are the three states reporting high productivity.

State scenario
In Kerala, total area under pineapple cultivation is 10200 hectares with a production of about 85500 t and productivity 8.4 t/ha during 2010-2011. The congenial humid climate has favored the cultivation of pineapple. The finest quality Mauritius pineapple comes from Kerala. The major pineapple producing district of Kerala, Ernakulam accounts for more than 60% of the area under pineapple cultivation. In Ernakulam district pineapple cultivation is more concentrated in certain areas of Vazhakulam. Ernakulam district was ranked first having a share of over 60% of the total production. Kerala has exclusive advantage in producing Mauritius variety, which is highly suitable for export market. Consumer preference for Mauritius is huge due to the fact that it is most suitable for table purpose and Giant Kew and Queen are best suitable for processing.

Interview with Mr. Alex Vadakkekara, member of all Kerala pineapple merchants association

Macro level:
1. 2. What is the importance of Vazhakulam in world Pineapple Industry? Historical significance :

During 1940s farmers from nearby areas collects their pineapple during every Tuesday and Friday to Vazhakulam market. From there, it reaches Aluva and then to Tamil nadu, especially Coimbatore and Madras. 3. 4. 5. 6. Cultural significance : Area of Vazhakulam town : Area of cultivation land : What factors made Vazhakulam gain this significance?

This market place acted as meeting point for the farmers and consumers. This market decides the rate of pineapple all over Kerala. Thus it gained its significance all over the country. Vazhakulam area is ideally suited for the production of pineapple. Planting is done in almost all the months, except during the heavy monsoon days. Hence, fruits are available round the year. 7. 8. What other significance Vazhakulam has other than pineapple market? Are there any specific qualities of Vazhakulam pineapple that make it famous?

Vazhakulam pineapple locally known as Kannara is a Mauritius variety coming under the species Ananas comosus. The plant is about 85-90 cm height, leaves spiny, gives yield within 12-13 months. The average fruit weight is 1.2 1.4kg. The fruit has a pleasant aroma, slightly conical in shape, fruit eyes deeply placed , fruit flesh is crisp and golden yellow in color, juice is sweet with 14-16 degree brix and its acidity is 0.50 0.70 %. The fruit withstands post harvest handling damages and long distance transport. Vazhakulam pineapple is unique in aroma, flavor and sweetness due to its high sugar content and low acidity. 9. Is there any other pineapple market in Kerala or India?

Yes, in some parts of Kerala, but that is not exclusively for pineapple. In India, there are some markets act as collecting points for pineapple which is part of fruit market. 10. If there is, do we face any competition against that market? No, this Vazhakulam pineapple market decides the price range of pineapple for Kerala. This market is directly involved in the price distribution. 11. Is there any organization / authority controlling or monitoring pineapple market? 12. If so, what is their role? What support they give?

Micro level:
13. Area of the market place : Around 1 acre

14. From which all areas pineapple comes to Vazhakulam market? It is grown in the districts of Ernakulam, Kottayam, Pathanamthitta and the low elevation areas of Idukki district in Kerala. It is the centre of pineapple trade in Kerala and India 15. Where does pineapple from Vazhakulam mainly get sold to? The fruit is being transported to all the South Indian states and most of the North Indian states like Delhi, Bombay [APMC], Gujarat, Punjab, etc.. 16. What quantities of pineapple get shipped out of Vazhakulam in a day? 100 load from one wholesaler, there are 15 wholesalers; 1 load = 10 ton 17. Who are the buyers? Delhi, Bombay [APMC], Gujarat, Punjab 18. How many wholesalers are there in Vazhakulam? Around 15 19. Are they all having warehousing facilities? And where? No. There are no warehouse facilities as pineapple unloading and loading facilities are happening in the cultivated land itself. 20. What are the limitations faced by Vazhakulam pineapple in terms of farming? Lack of availability of workers. Most of the workers are from Bengal and Bihar. Native farmers are facing problems with the high wages for workers. Expense is more than the benefit. Climatic change.

21. What are the limitations faced by Vazhakulam pineapple in terms of storage? Currently there is no storage facility for the wholesalers. Pineapples are exposed to unhygienic situation. 22. What are the limitations faced by Vazhakulam pineapple in terms of logistics?

Regarding infrastructure and facilities:

23. Current infrastructures and facilities : Few buildings including shops for the wholesalers, common toilet, Research station. 3km away, in Nadakkara, there is Agro processing unit.

24. What are the current distribution/ sales facilities available at Vazhakulam? 25. Do the wholesale buyers have enough space for their business? For storage, packing, logistics? No, could see a very unhygienic situation for the people working there.

26. What are the limitations Vazhakulam facing to meet international standards? Lack of space. Current market is around 1 acre including wholesalers shop, unloading and loading area, research station, weigh bridge, parking, etc Some of the current buildings are owned by private people.

27. What are the immediate requirements? Hygienic issue Provision for proper handling of pineapple.

Unloading and loading has been facing issues, by the poor handling of pineapple, it is getting damaged.

28. What facilities can make Vazhakulam pineapple market attain its full potential? Hygienic space Proper amenities

Regarding products:
29. Regarding cultivation : Cultivation is happening in few areas around Vazhakulam (not big scale)and also in Piravam, Pathanamthitta, Mundakkayam. 30. What is all pineapple products made in Vazhakulam? NAPCL pineapple syrup pineapple juice- jive mango-pineapple splash, Pineapple juices concentrate.

31. Is there a potential to improve the pineapple products? What needs to be done? 32. What are the other service supports available to market like pesticides, consultancy? There is one shop owned by pineapple merchants association which provides pesticides and other related products for agriculture.

Regarding circulation:
33. Is there any traffic problem due to pineapple market? Negligible traffic problem. 34. How many trucks come to Vazhakulam in a day? 35. How many trucks can be parked at a time? Inside the market there is possibility for maximum 4 trucks. But there is space allotted in the opposite side of the market for parking. 36. Is there any lack of parking space? Most of the trucks are collecting directly from the cultivated land itself and returning back directly. So the market is not disturbed with many of the vehicular movement. All the small scale buyers are accessing the market place. 37. If yes, what they should do in case of parking?

Regarding people:
38. Amount of native workers and workers from other places? 39. Existing amenities for them : There are no such amenities for the wholesalers, workers or staffs. There is one toilet space with two toilets, which is in really bad shape. 40. Any upgradation : Need for hygienic, well utilized, well organized market

Database:
28. Is there any database of the Vazhakulam Pineapple Industry available? Where is it available? 29. What are the other infrastructure requirements Vazhakulam as a town has? 30. Which are the major agencies, organisations influential in the development of Vazhakulam?

References:

1. All Kerala Pineapple Merchants Association - Madhuram Magazine 1986-2011 2. Kerala Agricultural University Pineapple Research Station Dr. P. P. Joy Associate Professor and Head

1. Site location: Route map No. of nodes Accessibility from highway to site 2. Character of road [NH/Primary/Secondary/Tertiary] Whether is at junction Do they have toll nearby? Character of project: Project for whom: Character of site : Who has done the project? What is the project about? What have they done in project? What is the need of the project? 3. Understanding economic and social conditions Whole sale oriented / Public oriented Social nature : 4. Population analysis No.of people using the market For how many people Have they taken for future expansion 5. Site analysis Physical : Topography: Dimensions of the site Orientation

Wind direction Climatic conditions 6. Socio cultural Regulations, bylaws and limitations 7. Environmental conditions Flora and fauna Existing trees Landscape Breathing spaces 8. Zoning Brief of functions and spaces Land use pattern { cluster arrangement, what is the reason for such kind of arrangements? , circulation patterns pathways/ connectivity, transition spaces, open spaces/ court yard, future expansion, ratio between amenities and users.

http://www.apmcnagpur.com/english/aboutus.html
Maintained by Agricultural Produce Market Committee, Nagpur

Kalamna Market, Nagpur

Nagpur APMC was notified on dated 16th Nov 1974 under section 39A of Maharashtra Agricultural Produce Marketing (Regulation) Act 1963, and started working on dated 21st January 1975. Before & even some years after the formation of Nagpur A.P.M.C., different markets like Grain market, Orange & Fruit market, Potato-Onion market, Chilli & Cattle market were existing at different places in Nagpur city. The founder members were of opinion that all the markets should be at one place near to the city. Having this objective in mind, the founder members requested the Nagpur Improvement Trust for allotment of a bigger land near Nagpur. Considering the aspect seriously, allotment of around 110 acres land was done in the year 1981. After allotment of land to APMC, M/s Kirloskar Consultants, Pune were engaged for preparation of Physibility and Zonal plan report and it was produced by them in 1981-82. After getting the physibility and Zonal plan report, the market committee approached the famous Architect of India M/s Shivdanmal Mokha, Nagpur for preparing the plan for construction of market. As the plan was ready by the architect and sanctioned by the Nagpur Improvement Trust, the market committee constructed the said Jawaharlal Nehru Market Yard by spending around 34 crore rupees during 1988 to 1992. All the submarkets existing in different parts of Nagpur city were shifted (except Itwari grain & Vegetable market) as per the govt. resolution to Kalamna Market Yard. The development & construction made on the market yard are done from the own fund of APMC. There is not debt, subsidy or hypothecation on the committee from any bank, organization or any govt. institute and the facilities made available on the market yard are from the own source of the committee. Specially it is necessary to mention the efforts and contribution of the officers and the staff members of the APMC for making it a success. Amenities 01) Auction Halls 02) Godowns 03) Roads 04) Lights 05) Drinking water 06) Police station 07) Post office 08) Telegraph office 09) Canteens 10) Weigh bridges 11) Bore-wells 12) Warehouse 13) Shops for retailer 14) Overhead water tanks 15) Farmers amenity center 16) Water Treatment plant 17) Soil Testing Laboratory 18) Toilet Blocks

Warehouse
The committee has constructed a Warehouse having capacity of 3300 M.T. with a view to provide ware-housing facility to small and marginal farmers. The committee has launched a schemeSHETMAL TARAN YOJANA for farmers where 75% of the market value of the crop is given to farmers as a loan against the produce, for 180 days @ 6 p.a.

Banks available in Market Yard 1. 2. 3. 4. Punjab National Bank Nagpur District Central Co-op Bank Nagpur Nagarik Sahakari Bank Saraswat Bank

Notified Commodities Maize, Wheat, Rice, Paddy, Tur, Moong. Sesmum, Linseed, Groundnut, Gram, Soyabean, Chola, Jawar, Bajra, Cotton seed Castor seed, Ambadi, Orange, Mango, Banana, Bor, & Other Fruits Chilli (Dry & Green), Turmeric, Cattle, Goat, Sheep, Chicken, Fodder, Cotton, Grass, Potato,Onion, Suran, Tomato, Green vegetables, Lexcy vegetable, Korn, Sweet Potato, Garlic, Ginger, Coriander, Kochara, Other green vegetables.Cotton Details of the Market Yard (Area)

01. 02. 03. 04. 05. 06. 07. 08. 09.

Grain Market Chilli Market Cattle & Fodder Market Orange & Fruit Market Potato Onion & Vegetable Market M.F.Vegetable Market Cotton Market, Nagpur Cotton Market Butibori (4.+5.35) Fodder Market Itwari

34.70 17.77 20.97 16.38 13.50 03.00 03.92 09.35 03.00

Acres Acres Acres Acres Acres Acres Acres Acres Acres

Total Land in Possession: Total Land Area 140 Acres Storage Godowns 1. 2. 3. Godown at Mkt Yard Godown at Butibori Warehouse at Mkt Yard Capacity Capacity Capacity 1000 MT 1000 MT 3300 MT

Amenities 1. Shops for retailer 2. Godown 1000 M.T (Mkt Yard Nagpur) 3. Godown 1000 M.T. (Butibori) 4. Ware House (Mkt Yard Nagpur 3300 MT) 5. Water Treatment plant 1 MLD 6. Water troughs for Cattles 160 1 1 1 1 4 Nos. No. No. No. No. Nos.

7. Mitlch Cattle Shed 8. Overhead water tank 5.0 Lac Lit 9. Sump 13.00 Lacs Ltrs 10. Bore well 11. Weigh Bridge 12. Farmers amenity center 13. Administrative Building 14. Shetkari Niwas (Capacity 180 Bed) 15. Police Station 16. Post & Telegraph office 17. Cold Storage 18. Electric supply sub-station 750 KVA 19. Electric supply sub-station 500 KVA 20. Disel Generator Capacity 200 KVA 21. Disel Generator Capacity 320 KVA

3 2 2 22 3 1 1 1 1 1 4 1 1 1 1

Nos. Nos. Nos. Nos. Nos. No. No. No. No. No. Nos. No. No. No. No.