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Indian millets: APEDA has been entrusted to promote Indian millets in the international market.
Mar 17, 2023

Agriculture and Processed Food Products Export Development Authority (APEDA) has been tasked with promoting Indian cereals in the international market, said Anupriya Patel, Minister of State in the Ministry of Commerce and Industry.

The following steps are being taken to meet export demand during the International Cereal Year 2023.

APEDA has published e-Catalogs for 30 major millet importing countries and 21 cereal producing Indian states.

E-Catalogs contain information on individual country profiles:

* Indian Cereal and Cereal Value Added Basket * Cereal Production Scenario

* India's Cereal Exports * International Standards of Cereals

* And contact list of exporters, startups, FPOs, importers and Indian missions in the country.

APEDA has identified three knowledge partners

1. Indian Institute of Millet Research (IIMR); 2. Center of Excellence on Cereals - University of Agricultural Sciences, Bangalore

and 3. Yes Bank.

These knowledge partners collaborate to prepare content for publication of cereal promotion material.

Identification of participants for cereal-promoting programs organized by Indian missions abroad; and cereal value chain development.

APEDA plans to promote Indian cereals at international trade fairs and conduct B2B (Business to Business) meetings for the year 2023.

A cereal-specific web portal has also been launched. The portal covers cereals, their health benefits, production and export statistics, millet exporters' directory and other related information.

APEDA is conducting capacity building programs across the country to facilitate the export of cereals and cereal products.

Cereal start-ups are being mobilized for export promotion of ready-to-eat (RTE) and ready-to-serve (RTS) categories of value-added products including noodles, pasta, breakfast cereal, biscuits, cookies, snacks, desserts. and other cereal based products.

A knowledge book titled 'Superfood Millets: A USD 2 Billion Export Opportunity for India' has been published by APEDA, in association with Knowledge Partners. This book will help prospective exporters of food grains.

An e-platform for Virtual Trade Fairs (VTFs) has been created specifically for ragi. The platform is designed to invite buyers and visitors from around the world to interact with exhibitors showcasing millet-based products.

APEDA has ventured into brand building of Indian cereals. Various sampling and tasting camps are being organized at important locations to promote the consumption of 'Sri Anna' millet and create a niche market for the Indian cereal worldwide.

Cereals and cereal-products are being promoted using sophisticated integrated campaigns. Includes social media and digital branding.

The government has approved the restructuring of APEDA to realign APEDA and effectively pursue market access, provide commercial intelligence, promote quality and compliance in agricultural exports and deal with sanitary and phytosanitary measures (SPS) issues.

Creation of 20 new posts has been approved under the restructuring plan. The restructuring plan will enable APEDA to recruit subject matter experts in various fields for a specific purpose and time.

kannada.krishijagran.com

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